3 Case Studies To Help You Improve Your Marketing In 2020
2020 has been something else, hasn’t it? Tons of businesses are closed and millions of people are getting laid off. How are businesses approaching their marketing? It’s clearly not the best time to sell something, right?
Good marketers know how to make lemonade out of lemons. Let’s look closer at three examples of how different businesses have approached their marketing.
E.J. Wenstrom is an author who recently released her book, Sparks, right when COVID-19 was in full swing. Here’s a snapshot of how she approached the book launch day on social media.
Let’s break this down. First, E.J. is giving away her first book, Mud, on launch day for her new book, Sparks. Then she’s donating sales of her new book to those affected by the pandemic. She’s also inviting you to join her for a chat. Give, give, give. She’s not even asking for the sale. It’s implied.
Then E.J. broke down the series in a simple way for any new followers.
What a great summary. Crystal clear. There’s no confusion at all.
Then she breaks down the other books in her series in a really simple way.
This is flat out good marketing. I want to read all of these books and support this author just from how she handled the marketing of this new book.
Let’s compare this approach with some of the marketing that is not so great.
Recently I received an email from a musician. As you know, musicians are not able to tour, so this was an email about the new “virtual tour.” Okay, cool. Then I kept reading the email. The name of the tour was meant to be funny, but it’s just not funny.
Wow, the End of the World Tour? I don’t even know where to start with that. From a marketing standpoint, anytime you try to be clever or funny or snarky, it almost always doesn’t land. Multiply that times a thousand when people are dying, stressed out, and truly afraid.
Just the name of a product is really important. You can lose a lot of goodwill really quickly when you do something that flat-out is lacking in empathy. Let’s look at one last example. And this is the worst one because it’s exploiting the pain of billions of people.
Before I share this, here’s a little backstory. When COVID-19 was just breaking out and businesses and schools were starting to close, a friend told me, “Just wait and see. In the next 48 hours, you’ll see products about how to have a productive pandemic.”
If I’m totally honest, that might have influenced me a bit when I saw this.
I won’t mention the name of this specific product, but this clearly wasn’t too far off from “have a productive pandemic.”
While I do think this product was probably made with good intentions, many of the worst things were made with the best of intentions.
Now if the creators were to give this product away, or even a sample of this product, for free, it becomes more clear that this product is really made with the goal of actually helping people.
Again, this goes back to the generosity-based model E.J. demonstrated above. If a percentage of the proceeds, or even all of the proceeds for a limited time, went to help people, the entire marketing message lands in a much more positive way.
But making a course just for a pandemic? Not cool. As it stands, this course appears to be the ultimate cash grab.
The little things you do when marketing a product or service are amplified. The tone of your content marketing matters more than ever. Your customers are more cynical and stressed-out than ever before; it doesn’t hurt to err on the side of generosity and kindness.
A social media post or email is an experience with your brand. So the question is, what kind of experience will you create for your customer? Do you want it to be positive or negative? Do you want your brand to be viewed as generous and helpful or as a brand that is looking to make a quick buck? Keep this in mind and be sure to choose wisely.