Why you shouldn't cut your marketing spend in a crisis
This month the Government is going to run an ad campaign asking businesses to move their marketing budgets into discounting the prices of their goods and services to help ease the current UK economic climate. Ironic given that their marketing budget will fund the campaign!
There's a lot that makes little sense about this approach, but the big questions are - if no-one knows you're there, how will they buy your discounted goods or services? And if no-one buys, how will your business stay afloat?
Looking at this through the lens of the non-profit sector, in difficult times it's tempting to funnel as much budget as possible straight into the cause rather than keeping budget aside for marketing. That can help in the short term, but here's why it will actually slow you down longer-term:
No-one will support a cause they aren't aware of, so putting your message in front of the right eyes is crucial to your future. You don't need millions to get started, or to be across every channel, or to embrace every marketing trend, you just need a solid testing strategy. Start small, test what works, build on that. Ask people for help where you have knowledge gaps.
Nurture takes time. It's logical that at a time when a lot of people are struggling financially, or at least reviewing their financial activities, they may not be in a position to donate. But they will remember, and revisit when they are in a better position. Think of every destination, product or experience on your bucket list. How long have you had those thoughts that one day you'll go / own / do those things? Aspiration doesn't disappear just because it's not the right time right now, and neither does the desire to make a difference.
Kindness is everywhere. If we can take any solace from this year's horrendous news cycle, it's the knowledge that kindness springs up wherever there is distress. Think of the amazing Polish parents leaving buggies at train stations for Ukrainian mums arriving in Poland. Even in dire circumstances, people want to help, whatever that looks like for them. It helps to feel like you can make a contribution, however small. Give them the opportunity to do that.
Staying front of mind doesn't need to cost a fortune, but disappearing will end up costing you (and those you help) much more. Future you will thank you if you remember the benefits and keep going.