Snap. Crackle. Pop.
Most people hear “Snap” and “Crackle” and know you’re talking about Rice Krispies.
But did you know Kellogg’s first introduced their signature product in the height of the Great Depression?
While its chief competitor Post significantly reduced its marketing budget in the 1930s, Kellogg’s actually doubled its advertising spend, investing heavily in radio.
Part of that effort was introducing its newest product, Rice Krispies.
So, what was the end result of this polar opposite approach to a financial crisis?
Well, Kellogg’s increased its profits by 30 percent and became the category leader for decades thereafter.
Post survived. Yet it never really regained its perch atop the food chain (sorry about that irresistible pun).
Does that mean you should increase your marketing budget during this crisis?
When you consider the Kellogg’s example, it’s not the worst idea. Particularly when you consider the current crisis will have an end—they were not so sure when the Great Depression would end.
While a radio buy might not be in the cards for your business, there are any number of low budget and grassroots marketing efforts you can undertake to keep front of mind and/or be ready for when things get going again:
- E-newsletters – If your company has one, continue to stay on schedule so you’re never too far from the minds of your customers and network. You may even want to increase the frequency (e.g. monthly to bi-monthly).
- Social media posts – Be it a blog, Facebook, Twitter, etc. continue to post. If it feels too self-promotional during a time like this, mix in some inspirational stories. For example, Stop & Shop offering special hours for shoppers 60 and older.
- Website updates – When was the last time you edited content on your website? This could be a great time for a thorough review of the content on your site and a chance to punch it up or optimize.
- eBook/Lead Magnet – Do you have a lead magnet on your website? If not, it could be a great time to develop one. Or, if you do, perhaps you could update it with more recent case studies. Better yet, produce a new eBook/Lead Magnet and have it ready to go for when businesses get back to normal.
- Podcasts – Hosting your own podcast gives you an opportunity to showcase your expertise but also content spiders well in the search engines.
Speaking of podcasts, PR Works offers a turnkey podcast solution that includes developing a title, theme, bumper music, arranging for guests, guiding you through easy-to-use technology at your desk, uploading the edited segment to Spotify and other podcast portals, promoting each episode via social media and other channels, and more.
If you would like more information on how we can help your business join the Golden Era of podcasting, drop a line or give us a call at 781-582-1061.
Whether it’s a podcast or any of the aforementioned grassroots efforts, none require the kinds of dollars Kellogg’s spent on radio time way back when. Yet with all or a few of these low-cost initiatives. you can stay top of mind of with your key audiences TODAY!
Or you can wait for things to get back to “normal”.
The amount of time until then is the same for all of us. What to do with that time is totally up to you.
Again, if you need assistance in launching your grassroots initiatives, call us at 781-582-1061 or drop a line.