Should I Continue Advertising During the COVID-19 Crisis?

Right now, all businesses are feeling the impact of the novel coronavirus (COVID-19) in some way or another. The recent statewide order requiring the closure of non-essential Colorado businesses through April 30 inevitably leads business owners to wonder: “Should I cancel my Valpak contract and other marketing campaigns?” The answer is, not necessarily!

Crisis Brings Innovation
These unique circumstances provide opportunities for your business to change up its marketing strategy and message to keep your brand top of mind and ready to hit the ground running when life begins to return (closer) to normal.

For example, with more people working from home and practicing social distancing, you can expect a surge in online activity. Turnaround time for online messaging is nearly instantaneous, and costs may be lower than normal during these uncertain times. How can you pivot your marketing efforts to make the most of this change?

Valpak.com, social media, and search engine marketing are great examples for on the fly marketing. Let your customers know what you are doing to keep them and your employees safe, notify them of hour, procedural, or inventory changes, and promote special offers specific to your customers’ needs during this time.

Your Valpak Marketing Advisor is eager to help you remain flexible to ensure your business bounces back when the market does. 

Think Long Term
Although it's important to adjust your marketing strategy short term to accommodate the changes COVID-19 is forcing you to make as a business owner, it is also important to think long term. This crisis will pass (although maybe not as quickly as we would like), and people will return to the streets and your business. Now is the time to fortify your brand and keep it in front of your audience as they wait and plan for sunnier days ahead.

Your Valpak Marketing Advisor has likely been in touch with you to make changes to your ads or to possibly move your ads to future mailings. Your Advisor has your best interest at heart and will continue to make recommendations based on your business, current contract, executive orders, etc.  Remember, in addition to spending time online, your customers are still checking their mail and Valpak wants to make sure they see you and make their way back to you once this is all over.

Please reach out to your Valpak Marketing Advisor today for suggestions on how to make the most of your marketing during the COVID-19 crisis.