Blog/News
Multichannel Marketing
in the Midst of a Crisis
Written by Ashley Dalton, Director, Client Solutions
While it still seems impossible to wrap our heads around the current state of the world, we all know that as marketers – the show must go on. It’s a fact that companies and organizations who stop communicating in times of trouble fare worse than those who continue to market during uncertainty.
With quarantine reigning supreme, there’s no better time and place to reach your audience than right now at home and online as we wait this crisis out. So why not do both? Check out our tips for multichannel marketing in the age of COVID-19 below.
- Bring back the thank you card. When a customer converts online, reach out via the mail to thank them. It’s a hard time to be in business – so make sure you tell them how much it means that you have their support right now. It can be a classic card in an invitation envelope, or it can even be a straightforward postcard. Whatever you choose, making the effort to express your gratitude while keeping your brand in front of them will always pay off.
- Offer discounts for online ordering. Being flexible and willing to implement savings for our consumers is paramount in this economy. While we’re all hunkered down during stay-at-home orders, make it easy for your customers who want to order online. By offering discounts, you’re allowing them to rely on convenience and be thankful for your accommodations. Whether it’s communicated through the mail or online, let them know what options you’re making available for them and their family.
- Implement contests to spread some fun and positivity. While it’s hard not to get caught up in the day-to-day craziness this pandemic has caused, it’s important not to lose sight of the value that truly engaging your audience brings to your organization. Consider implementing a contest on social media or award prizes from responses received via a printed or digital questionnaire. These ideas will help you keep the conversation going between you and the people who matter most to your business while adding some fun and levity to our current situation.
So keep on keeping on. Know that even on the toughest days, you still have options to stay in front of your audience while we all adjust to this new normal – both online and through direct mail. Let us know if you need anything. We’re always here to help.
Stewardship, Fundraising and Advocacy – What’s Working Right Now?
Our very own Alicia Lifrak and Dana Hines joined Mike Fulton of the Asher Group on April 7 to discuss what’s working and what’s not working right now during the global pandemic. The discussion, which was moderated by Cyndi Greenglass from our sister company Diamond Communication Solutions, explored traditional, online and virtual tactics that can be employed by nonprofits in order to stay engaged with constituents without in-person experiences. Specific topics included:
- Helping clients develop innovative, virtual advocacy and communications strategies to reach and motivate elected officials and government regulators during the coronavirus pandemic and beyond in the absence of face-to-face communications.
- Navigating the “new normal” with an industry roadmap to finding stability and a course to recovery from human services to health care to cultural institutions – the path ahead is riddled with uncertainty, but nonprofits are not totally unprepared to meet the moment for the third largest employment sector in the U.S.
- Thoughtful strategies and tactics on the way forward for membership departments at visitation-based cultural organizations including planning, communicating and engaging audiences in uncertain times.
Watch the recording here.
Bridging the Unknown – Marketing Now to Prepare for your Reopening
Written by Steve Koch, Vice President, Gaming Solutions
In these unprecedented times, the value of communication is now more important than ever. However, without definitive opening dates, casinos face a difficult challenge of knowing when the right time will be to begin targeted marketing efforts to reengage their customers. Sending out monthly offers too soon risks wasted expense, while waiting too long may give your competition the upper hand. It is likely that restrictions will be lifted with little notice – making it even more crucial to have a plan for getting your players back on the casino floor.
Gabriel Group has engaged in strategic discussions with several of our casino partners and developed an offer to engage players immediately, promote a quick recovery when you are able to resume operations and “bridge the gap” between the time your casino reopens and when your first monthly offer hits your players’ mailboxes. Because even with proper preparedness, chances are that mail offers will lag behind your reopening. This bridge piece should be mailed now and be used to show support and concern for the community during these difficult times. In addition, it allows you to get that first, valuable offer in your players’ hands immediately. The valid dates for your offer(s) should be set for “opening” through a specified date a month or two in the future. This gives your players the incentive to come in on opening day and takes the pressure off you to take a gamble at when the right time to send your monthly mailers is.
Our goal at Gabriel Group is to help you with your current communication needs and to prepare for the future needs of your casino. We hope you’re well and feeling hopeful. Let us know what we can do for you to make sure that’s the case. We’re always here to talk.
