Perspective from our President and CEO, Charlie Cooper
Coronavirus. Covid-19. Social Distance. Quarantine.
New terms that have become a part of our everyday vocabulary. Six months ago,
we would have been hard-pressed to define
social distancing, we would have scoffed at the idea of people hoarding toilet paper, not
shaking hands, not trusting as much, along with the constant sanitizing. Yet
here we are.
In the blink of an eye everything changed, and so did the world of marketing
Suddenly it was no longer business as usual and we were all
shifting gears as quickly as possible to learn the new normal if there is such
a thing. Or maybe we should refer to this current state as simply a
new reality. Make no mistake, we will not return to what was.
We will settle into something new. What that will be is yet to be defined.
As marketers, it is our business to keep our ear to the ground and be on the
forefront of what consumers want and how they feel about interacting with your
company. Listen to what they are telling us.
Right now, they want companies to be sensitive to the situation around us.
They want to begin to return to business as usual, but safely.
They are weary of the constant messages shrouded in Covid-19 dreariness
. They want hope, optimism, and confidence you are mindful of their space and
safety. Your customers want a rainbow after the storm.
On the flip side, there are still many that live with the devastation of
Covid-19 in their daily lives and are not ready to move on with regular life
as usual. They are more cautious minded and are offended by messages that seem
to minimize the impact of Covid-19.
The challenge marketers are tasked with is to find that balance. We must walk
that fine line between not minimizing the storm and bringing hope to those
that need it. Brands must move beyond this time and find
their new footing with strong messaging that will resonate with consumers in
this new normal where we don’t just survive, but instead we learn to thrive.
Over the years our company and the marketing industry has been faced with many
challenges, but we have learned to be open to innovation and doing business
differently realizing the only constant is change. We must learn to
let change catapult us
into the next wave of opportunity instead of having the waves crash our
Dealing with Change
One example of how change affected our company, is how we embraced technology
and refocused our marketing efforts when a crisis hit several years ago.
Remember the Anthrax mail concerns? Our company had several different revenue
streams, but one of the largest was our direct mail business, with millions of
mailings going out. When anthrax initially hit people were afraid to open
their mail and many businesses were struggling because that was one of their
only proven advertising methods at the time.
We made a shift from primarily traditional media to digital marketing , remnant media, and ecommerce years ago.
We didn’t just survive, we thrived from a handful of companies represented by
one marketing company to several companies formed, with thousands of customers
and contacts nationwide.
Faced with another challenge here with COVID 19, our agency has fortunately
made calculated moves at the right time to assist both current and new
customers. We have transitioned our team to working remotely by providing
secure access to the servers, while also leaning on our partner software tools
to deliver results for ecommerce and social media to name a few. In addition,
video conferencing has
allowed us to maintain a personal touch and keep momentum .
With operations solid, we shifted our thinking from long-term
campaigns and solutions with clients in need to short-term blitzes to
help with quick turnarounds and quicker means of revenue for
them. This gave flexibility in the weekly (even daily) changes we saw with the
virus and quarantine. From
digital marketing, to
video production, brand development and
media placement , this plan proved successful. It was important for us to
put our clients in position for quick, attainable victories
and keep the line moving.
I am grateful for business success, but 20 years of being in business has
taught me the most important things in life are my faith, family, and friends.
Prayer, frequent zoom meetings, facetime,
having a flexible structure, and good coffee with family and
friends 6 feet apart will get us through adversity. On a related note, I have
a real burden for the business leaders trying to keep it together for their
employees and grow their company. This can be challenging at best and you need
assistance from all sources, which includes a full- service marketing company
….Innovators are just a call or an email away.
My prayer is that you may know the peace of God in your life, your home, and
your business, and not get burned out as you are stretched and go through
transition. May you not be anxious about anything and have the faith to put
God first in all you do, while asking Him to direct you with knowledge and
wisdom in the days ahead. May your business have the financial provisions to
meet the daily demands and may you have peace to enjoy the fruit of your
President & CEO, Americom Marketing