Rising above the chaos in times of crisis: How we helped our B2B clients plan, pivot and persevere
These are unprecedented times that have been particularly challenging for SMBs. As many businesses struggle to stay afloat during this pandemic, others were able to pivot and continue on amidst the chaos.
Over the past couple of months in response to Covid-19, we’ve had a few clients significantly change their operations—and in one case their product offering. Part of this work involved modifying the marketing strategy and tactics. Here are 5 initiatives we’ve had a hand in.
Community goodwill project
Interior design team ACM Designs gave back to their community by hosting a virtual charity event to raise money for the local hospital foundation. They offered their project consult service for 20% of the normal price and donated the proceeds. We supported them by developing the social media campaign and webpage. Timelines were extremely tight but our efforts paid off: the event sold out in 24 hours! This wasn’t the first community-focused event we have organized for ACM Designs, and we’ve already got another in the works for summer. We’ve found that events do an excellent job of building brand awareness, in addition to their email list. We also helped ACM Designs update their website with details about how they continue to serve clients.
Webinar training courses
Origin & Cause is a forensic engineering and fire investigation firm whose annual national education tour had to be cancelled due to Covid-19. We worked with them to move the whole experience online. Participants even received pizza delivery to their homes in time for the live webinar! Behind the scenes, we put a ton of thought into the software we used, and led practice runs with all of the presenters to ensure a top-notch viewing experience. The result: more than 600 registrants, which is an unprecedented number of registrations and attendees for them. Based on the early success, we’re now increasing the frequency of the webinars.
Customer support and careful communication
We needed to adjust the strategy for our longest-running client iCapital, which is a financial lender to small businesses. Because the risk of default rose dramatically overnight, we halted all advertising and instead began producing Covid-19-related resources and content to support existing clients and prospects. The result was a near doubling of visits to the blog section.
Pivot into PPE production
In response to the drastic shortage of personal protective equipment (PPE) for front-line workers, our label manufacturing client Lorpon Labels stepped up to produce PPE in addition to continuing to service their clients. It turns out their equipment can stamp and cut acetate for face shields so we connected them with a product designer. Today they are on track to produce one million face shields. In addition, we communicated with clients to share how they are servicing clients while also protecting their workforce.
Meanwhile, many of Lorpon Labels’ clients pivoted to produce hand sanitizer. In response, Lorpon Labels started offering free label printing for companies that are producing and donating sanitizer. We supported this effort with PR and customer communications.
Replacing showrooms and in-person sales with online interaction
Stonex, a stone fabrication and installation company, has taken extreme measures to remain open during the pandemic. Our team transformed their showroom experience to an online consultation. Customers used to do the consultation and selection process in person; now they book their consultation online, then have a live guided virtual tour of the showroom, and narrow down their stone selection. Next, we deliver their samples by mail or curbside pickup. And the process goes on from there.
Every business has responded to the pandemic in its own way. Whether they had to close, modify or pivot, they should be utilizing marketing to effectively communicate with customers and employees and to serve customers efficiently. Fortunately, in tough times, innovative strategic thinking and grit prevail.
