The ability to adjust your marketing strategy to meet unexpected demands or market conditions is the hallmark of good management. During these continued times of uncertainty, when every day brings new challenges, it can sometimes be difficult to see the “strategic” forest for the “tactical” trees that seem to need our attention every day. Sales Renewal works with our clients every day to ensure we keep an eye on the forest, ensuring that the underlying strategy is sound enough to weather this storm on multiple fronts, including digital strategies. Read more in this article by DMAC about how your online presence should adapt during the Covid era.
M&A activity in the second quarter of 2020 continued to decline, with $336.8 billion over 2,025 transactions. This is a substantial decline from the record activity seen in recent years which the report calls “the canary in an M&A coalmine.” Quarter over quarter declines were 41.1% and 24.2% for deal value and count, respectively, compared to an already slow Q1 2020.
Research is showing that even though stores and restaurants are slowly opening back up, shopping and ordering food online have continued to rise.
If your business doesn’t have an online presence or any way to offer your services online, now is the time to begin building out ways to reach your consumers better and conduct your business virtually. The road to getting back to normal is still a long one, so attempting to wait it out and avoid transitioning may hurt your business and cause you to lose clients.
Business owners should be confident that their website is easy to navigate and offers clients what they need. Whether it’s selling products or services, scheduling online appointments or delivering resources, your website should be a good alternative to conducting the same business as you would in person. If it isn’t, consider making the decision to transition and contact Sales Renewal to see how we can help make you more reachable to consumers online.
Sales Renewal has implemented Google’s newer, invisible reCAPTCHA on all our hosting clients’ sites, as well as our own. This new technology improves the user experience of filling forms and reduces the friction of capturing leads, as well as adding an additional layer of spam prevention. Regular tech upgrades such as this are part of how we make sure our clients are best situated to increase their revenue.
In answer to the question “What will it take to navigate this crisis” the authors call on businesses and governments to act across five stages, leading from the crisis of today to the next normal that will emerge after the battle against coronavirus has been won:
Resolve: All those in leadership positions must determine the scale, pace, and depth of action required at the state and business levels and resolve to do what it takes.
Resilience: A McKinsey Global Institute analysis indicates that the shock to our livelihoods from the economic impact of virus-suppression efforts could be the biggest in nearly a century. In the face of these challenges, resilience is a vital necessity.
Return: Returning businesses to operational health after a severe shutdown is extremely challenging and the weakest point in the chain will determine ultimate success. The authors suggest using Northern Hemisphere’s summer months to expand testing and surveillance capabilities, health-system capacity, and vaccine and treatment development to deal with a second surge.
Reimagination: Institutions that reinvent themselves to make the most of better insight and foresight, as preferences evolve, will disproportionally succeed. The crisis will reveal not just vulnerabilities but opportunities to improve the performance of businesses.
Reform: Leaders in government, business, healthcare, the financial system, educational institutions, and more should think about what reforms are needed to avoid, mitigate, and preempt a future health crisis of the kind we are experiencing today and to strengthen the system to withstand acute and global exogenous economic shocks, such as this pandemic’s impact.
Collectively, these five stages represent the imperative of our time: the battle against COVID-19 is one that leaders today must win if we are to find an economically and socially viable path to the next normal.
We’ll admit: this is an uncomfortable subject to raise. Many of the people reading this will fall into one of two groups: (A) marketers who are struggling, in many cases because marketing budgets have been slashed, and (B) business operators who are up against the wall, many of whom see “severing a finger to save the hand” as the best available option.
For businesses that have experienced the need to cut nonessential spending due to the losses caused by the pandemic, marketing is usually one of the first areas to go. However, taking a deeper look sheds light on why investing in marketing is a good idea, if possible, during tough times.
The Harvard Business Review found that companies that cut marketing costs faster and deeper than their rivals later have the lowest probability (21%) of pulling ahead of the competition once times improve.
If your business slashed its marketing budget, take time to look at the sources and reasoning in this article to think about bringing it back. Keep in mind that anything that is put off now, will need to be rebuilt later. Being able to adapt your marketing to the post-COVID will benefit in the long run, since your new strategy will already be built out.
Interesting take from an economist in 3 key changes. The last one is particularly scary for Sales Renewal clients:
More Saving, Less Spending
New Supply Chains
Small Business Looks Scarier
“Right now, trial lawyers and ambulance chasers are busy filing suits against businesses opening up before quarantines are lifted, citing a danger to public health. Others are suing nursing homes. This becomes a whole new insurance risk going forward — making sure someone doesn’t try to sue because they went into your store and came out with a 101 fever the next day.”
Now that many of the worst-affected states are beginning to reopen their economies, we are all realizing that the post-pandemic world will be very different than it was just a few short months ago. We can expect increased government intervention as a result of the huge stimulus and bailout payments, and greater emphasis on promoting “an economy that serves all Americans”. According to the authors, the seismic shift to a contact-free economy will be seen in three areas in particular: digital commerce, telemedicine, and automation. All businesses need to rethink their business models and the name of the game is resilience. Companies will have to build, or strengthen, backup and safety plans, step up succession plans, and expand work-at-home capabilities. The good news is that the authors also anticipate some positive outcomes as a result of these changes. Sales Renewal is talking to a number of our clients on how they can adapt their businesses for success in what is being called the new normal.