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YAVAPAI COUNTY BUSINESS ASSISTANCE
COMMUNITY WEBINAR
May 7, 2020
Your Partners
• Arizona Commerce Authority • Regional Economic Development Center at Yavapai College
• Arizona@Work - AZ DES • SCORE
• Chino Valley Area Chamber of Commerce
• Sedona Chamber of Commerce
• City of Cottonwood • Small Business Development Center at Yavapai College
• City of Prescott • Town of Camp Verde
• City of Prescott Tourism Office • Town of Chino Valley
• City of Sedona • Town of Clarkdale
• Cottonwood Chamber of Commerce • Town of Dewey-Humboldt
• Local First AZ • Town of Jerome
• Northern Arizona Council Of Governments
• Town of Prescott Valley
• Prescott Chamber of Commerce • Verde Valley Regional Economic Organization
• Prescott Valley Chamber of Commerce • Yavapai County Board of Supervisors
• Prescott Verde Economic Development Foundation
• And Others
Agenda
AgendaSmall Business Development Center (SBDC) Update
Health and Safety GuidanceYavapai County Community Health Services
Communication and MarketingROX Media Group
Q & A
Meet your Yavapai County Experts
Leslie HortonYavapai County
Community Health Services, Director
Elaine EarleROX Media Group,
Publisher
Ruth Ellen ElinskiSmall Business
Development Center, Business Analyst
Karen JonesRegional Economic
Development Center, Interim Director
SBDC UpdateRuth Ellen Elinski
Yavapai College SBDC
Health and Safety Guidancehttps://www.yavapai.us/chs/Home/COVID-19
QUESTIONS AND
ANSWERS
Communication & Marketing during COVID-19:
18
ROX MEDIA GROUP OVERVIEW
ROX Media Group (RMG) is a multimedia organization providing practical solutions for our marketing partners via consumer magazines, digital, public relations and other custom products.
19
RMG has served the Prescott area since 2013, with publications including:
● Prescott LIVING Magazine● Prescott NOW!● Visitor Guide - Greater Prescott Area● City of Prescott Economic Development Guide ● Prescott Chamber of Commerce Community Guide & Directory
ROX MEDIA GROUP OVERVIEW, cont.
20
WE ARE A LOCAL SMALL BUSINESS:23 employees total across four industries (Media, Real Estate, Insurance, Travel)
Marketing / Communication in a CRISIS
21
Marketing / Communication in a CRISIS
Three Ways to Handle Advertising/Communication during a crisis:
1. Slam on the brakes
2. Wait and see
3. Carpe Diem (SMART MARKET)
22
Marketing / Communication in a CRISIS
Three Ways to Handle Advertising/Communication during a crisis:
1. Slam on the brakes
2. Wait and see
3. Carpe Diem (SMART MARKET)
BEST PRACTICES …
DON’T CUT YOUR ADVERTISING
AND MARKETING BUDGETS JUST TO CUT YOUR BUDGET!
23
ROX Media Group DOES NOT Recommend
Slamming on the brakes:
● You could be seen as “going out of business”.● A significant number of leads are generated during a crisis -
pay attention to everyone’s movements (customers, competition, suppliers)!
● You learn the weakness of your competition during a crisis.
24
It is far less expensive to protect your turf than to play catch-up. Once you get 3-5 laps down, you have lost the race!
ROX Media Group DOES NOT Recommend
Wait and see:
● Don’t let your customers forget about your business. ● Competitors who continue communications while you wait,
will overtake your position in the marketplace.● You will lose the momentum you’ve worked so hard for in
the community.
Don’t leave your customers wondering, keep communicating, find the message that works for today.
25
ROX Media Group DOES Recommend
Carpe Diem (SMART MARKET):
● Find new ways to reach your customers to keep them engaged. (curbside, delivery, shipping, no contact)
● Utilize social media, email and other online formats to reach your customers quarantining at home.
● Communicate regularly to keep your name, message and what you’re doing in and for the community top of mind.
Think outside the box!
26
Spending Now Increases Future Sales
27
1990 Recession Marketing Spending
-28% +61% +40%
SOURCE: Forbes.com
Spending Now Increases Future Sales, cont.
28
2008 Great Recession Marketing Spending
+100%
SOURCE: Ryan Dohrn
2008, Newpizza recipe.
+Profits &+Market Share
+100%
2008, RaunchyKitchen video
goes viral
+Market Share
Opportunities
Opportunities arise during a crisis:
29
● New customers who need your service more than ever● New market share available (failed competitors)● Competitors available for acquisition● Use the down-time to create a new niche or get ready to the
next wave of business! (update websites, clean up the office, remodel, etc)
Opportunities
Opportunities arise during a crisis:
30
● New customers who need your service more than ever● New market share available (failed competitors)● Competitors available for acquisition● Use the down-time to create a new niche or get ready to the
next wave of business! (update websites, clean up the office, remodel, etc)
HOW ARE YOU POSITIONED WHEN THE CRISIS ENDS?
31
The probability of selling to an existing customer is 60-70%, while the probability of selling to
a new prospect is 5-20%.
60-70% 5-20%
ExistingCustomer
NewCustomer
Marketing Do’s & Don'ts
32
Marketing Do’s & Don'ts
Do:
● Be authentic - create strong connections with your customers● Revisit your creative often - make changes to meet the demands of the market● Make your brand a resource to your customers● Reach people where they are now - consider new or different mediums● If possible, consider offering free trials and/or deferring payments for the time being● Donate to the community in a way that matches your business model
33
Marketing Do’s & Don'ts
Do:
● Be authentic - create strong connections with your customers● Revisit your creative often - make changes to meet the demands of the market● Make your brand a resource to your customers● Reach people where they are now - consider new or different mediums● If possible, consider offering free trials and/or deferring payments for the time being● Donate to the community in a way that matches your business model
Don’t:
● Assume your audience is consuming content in the same ways they always have● Share anything insensitive or that could cause panic● Pretend nothing happened ...
34
35
A complete marketing portfolioprovides business with the tools to succeed in handling a crisis and changing consumer environments.
1. Print2. Direct Mail3. Digital4. Social Media5. Public Relations
36
1. Print2. Direct Mail3. Digital4. Social Media5. Public Relations
37
Be flexible and mobile!Businesses who react quickly to adverse current market conditions maintain market share.Lead your competition - don’t follow!
Stay agile and find the marketing mix that works for your business in the ever-changing market!
1. Print2. Direct Mail3. Digital4. Social Media5. Public Relations
38
Adapting to the “New Customer”
Serve your customers where they are, at that particular moment in time:
● 30% want to stay in quarantine for safety● 40% recognize a threat and are taking varying degrees of
precaution to mitigate risk ● 30% want to get back to normal and see no risk at all
Convenient services like Docusign, Zoom, and curbside pick-up need to stay as part of the new normal. AND it’s time to start catering to the 30% ready to get back to normal TODAY.
39SOURCE: Governor Ducey Press Conference, May 4, 2020
#YavapaiSafe
Make your customers comfortable:
● Let your customers know how you are following the CDC and YC Community Health Guidelines.
● Communicate how you are making it save and easy for customers.
Toolkits available for businesses at:https://www.yavapai.us/chs/Home/COVID-19
40
41
Is it TIME to generate LEADS?
LEADS = NEW BUSINESS = REVENUE
42
So, how do you get more leads, to generate more business, to maximize more revenue?
Support Local #YAVAPAISAFE
Build Your Community
● Shop local and support your friends and neighbors● Select local businesses as your partners
○ Local Restaurants sharing supply chain○ Local distillery switched gears from making spirits to hand
sanitizer○ Local rancher selling meat to local restaurants unable to
buy from regular suppliers○ Local bank support for SBA programs, especially the
Paycheck Protection Program
43
Support Local #YAVAPAISAFE
Maintain Your Market Share
● Communicate with your customers at every stage to let them know how and when they can do business with you.
● Make purchases as easy as possible (curbside, delivery, no contact, etc.).
● Keep your name out in the community (try digital mediums if you haven’t before).
44
Support Local #YAVAPAISAFE
Take the lead!
● Don’t wait for the perfect timing, act now in whatever way you can to let the customers know how they can do business with you.
● Develop new and creative ways to meet your customer’s needs. ● Be the first to take a lead and make your position even stronger
in the post-COVID community.
45
ROX MEDIA GROUP Team
46
Senior leadership at ROX Media Group has previous work experience at: ● KPMG Worldwide (big 4 accounting & consulting firm)● “Phoenix Business Journal” and “The Arizona Republic”● Thunderbird School of Global Management ● House Beautiful Special Interest Publications
ROX Media Group Team
47
MAJOR CLIENTS INCLUDE:● City of Casa Grande, Greater Casa Grande Chamber of Commerce● City of Eloy, Eloy Chamber of Commerce● City of Glendale, Glendale Chamber of Commerce, Visit Glendale, Glendale Parks & Rec.● City of Prescott, Prescott Chamber of Commerce● City of Surprise Sports & Tourism, Cactus League Baseball● Coolidge Chamber of Commerce● Maricopa Economic Development Association (MEDA)● Pinal County● Sun Health Foundation● Sun Life Family Health Centers● Thunderbird Global Management (Arizona State University)
ROX MEDIA GROUP CLIENTS
48
Our Team
Elaine Earle is an accomplished publisher and management professional with over 20 years of experience working in public relations and management, including being an active Certified Public Accountant. She has worked all over the world and United States and for fortune 500 companies in many capacities including management consulting. She is one of the founders and owners of ROX Media Group.
Bea Lueck has over 25 years of experience in multiple advertising media including print, direct mail, television and web. She is the General Manager in charge of day-to-day activities and ensures projects are completed on time and within budget. With her extensive experience in media, she is also a resource for the client’s publications. She is one of the founders and owners of ROX Media Group.
49
Our Team, CONT.
Tim Clarke is a digital design professional with more than 30 years of experience including Creative Director, Art Director, Graphic Designer, Web Developer, Photographer and Production Manager. He oversees production and design on all creative projects, including the Prescott LIVING Magazine and Prescott NOW! and the accompanying websites. He also acts as Art Director on photo shoots to assists in executing the client’s vision for cover design.
Julie Turetzky is a marketing professional with over 20 years of experience working in client and agency settings. She has experience in public relations, advertising, print collateral, outdoor, radio and television, as well as branding, packaging and tradeshows. She has also worked in publishing as a marketing manager with House Beautiful special interest publications. She works with the day-to-day management of projects.
50
Our Team, CONT.
Laurie Fisher joins ROX Media Group as our new Director of Sales and Marketing. She is a marketing professional with over 25 years of experience, specializing in print and digital media such as SEM, SEO and social media, and enjoys helping her clients to achieve their marketing goals. Customer service is her No. 1 priority! Laurie is an avid hiker and cyclist who loves the outdoors and looks forward to enjoying the beauty of Prescott.
Julie Kahn joins the ROX Media group as an account executive. She has spent 5 years in the marketing and advertising world, with a specialized focus in digital, programmatic, and social media. Her experience as a media planner allows her to meet client objectives and need in the most efficient way possible.
51
Marketing Channels
● Social Media● Website● eNewsletters● Print Publications● Public Relations (press releases)
52
Resources
Hashtag: #YavapaiSafe
Websites: www.YavapaiSafe.com (in development)
Facebook: www.Facebook.com/YavapaiSafe (in development)
Yavapai County Community Health Services Guidelines: https://www.yavapai.us/chs/Home/COVID-19
53
QUESTIONS AND
ANSWERS
Please visit our countywide webpage at http://www.ycazbusinesses.org/