Marketing Through the Crisis: How to Advertise Your Re-Opening and Thrive
COVID-19 has made it increasingly difficult for brands to keep their businesses afloat and has forced many to wonder just how they’re going to survive the next weeks and months. This is true for everybody but has arguably hit brick and mortar stores the hardest as they quite literally struggle to keep the doors open. All hope is not lost, however. FieldTest has made it easy for brick and mortar companies to promote themselves to highly customized local audiences with high-performing digital ads. This means it is possible to present your quarantine hours and services to your local communities, easily and effectively, driving real traffic to your business. In today’s blog post we’ll talk about how.
Creative and Content
The first thing you’ll need to do is create content addressing the issue head on. For example, if you run a restaurant and now have limited hours but are still offering curbside pickup, put together a quick blog post that gives all these necessary details. With this you’ll have a piece of content that not only informs people as to your current hours of operation but creates an engaging brand experience for your customers. In the lower funnel, make sure you have a page that offers customers the ability to order online, this way you don’t lose out on a single conversion in this trying time. These will ensure that you’re not missing any steps in the sales funnel and your campaign will perform its absolute best.
Building your ads
When you set up your campaign, make sure you’re still keeping the same funnel strategy you would for any other campaign. In the upper funnel use your company website or blog content with headlines informing your customers not only who you are but that you are open for business and local. For example, say you run a brick and mortar cleaning service in Minneapolis, MN. Your ads could say “The World is Messy But We’re Here to Help - Cleaners in Minneapolis Now Open”. Anything to inform your customers about your brand and ensure they’re aware that you are available for business.
In the lower funnel you should link to an order page with headlines that drive home the sale, but with an acknowledgement of the current circumstances. For example, “Now Open For Business - Get Your First Cleaning Today for 10% Off” informs your customers not only of a discount as typically recommended in the action phase but removes any doubt that you are, in fact, open for business.
Targeting your customers
When we discuss targeting through the FieldTest platform we usually discuss interests and demographics, since we are usually discussing national campaigns. This is hardly the only way we can effectively target your customers, however. We offer highly customizable audience targeting features that allow you to go as broad or as specialized as you want, including extremely granular location targeting. With our platform, selecting just the people in your area who are known to be past purchasers of products like yours is as choosing your local state, city or town in our location menu in campaign creation. Follow through on this extremely localized targeting by running your ‘order now’ creatives in retargeting to drive home the final sale. With proper creative and proper targeting you’ll find that the orders will soon come pouring in.
The COVID-19 crisis has turned the world upside down, but now more than ever it is important to ensure that your brand’s message and services are being delivered to your potential customers. FieldTest has made this process as easy as boosting a post on social media while offering the most cutting edge audience targeting technology available.So why wait? Get started on your highly-localized campaign today!