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Why Your Marketing Budget Shouldn't Take the First Hit During a Crisis | Liz Papagni

June 16, 2020
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Email:
LinkedIn:
http://www.linkedin.com/in/lizpapagni
Website:
http://www.marketingiw.com

Episode Summary

Number One Best Selling Author of “Your Marketing Roadmap,” Liz Papagni is a leading brand and marketing thought leader and CEO of Marketing Initiative Worx. Inc. As a marketing expert, she has launched and propelled brands like Seneca Foods, Kaiser Permanente, and Toshiba. In addition to agency services for established small businesses and Fortune 500 companies, she also provides C-suite consulting as a Fractional CMO, with a passion for helping companies develop strategies that convince and convert customers.

Episode Note

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In times of crisis, marketing always takes the first hit. It happened during the 2008 recession, and we're seeing it happen right now amidst the COVID19 pandemic. Contrary to popular belief, Liz is against completely cutting off your marketing budget. She shares with us how to make to make our marketing efforts more targeted and efficient, so we can keep telling our story even during trying times.

2:30 - Marketing is the first to go during times of crisis.

4:28 - Instead of cutting your marketing budget totally, focus on spending the money wisely and effectively.

5:02 - Strategy first - who you are, what you bring to the table and who your target market is

7:30 - You don't need to be everywhere - you just need to be at the channels where your target audience is

12:20 - it's okay to alienate some people - choose your core audience, your best clients

14:10 - The best way to figure out what strategy to use for marketing

24:22 - To know what message you should send out to your audience, first know what's on their mind.

28:35 - How do you determine how much money to spend on something that may not pay-off in the short term?

34:04 - There's no easier way to waste your company's money than to do marketing foolishly

34:59 - How do you convince companies with a limited budget to get into marketing?

38:22 - Common mistakes people make when marketing

42:35 - It's important to understand people's emotional side as most people make decisions based on emotions

46:37 - Low risk, high reward marketing tactics

54:23 - Before you advertise, have some organic content first

GET IN TOUCH:

MARK LEARY: 
www.linkedin.com/in/markhleary
www.leary.cc

LIZ PAGANI:
www.marketingiw.com
https://www.facebook.com/marketingiw/
www.linkedin.com/in/lizpapagni
https://twitter.com/mrktgworx


Production credit:
Engineering / Post-Production: Jim McCarthy
Art / Design: Immanuel Ahiable

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