Episode 199: Thriving on chaos: how to keep your business on top during uncertain times?
The broadcast cash from the chicken wing capital of the World Buffalo New York. You're listening to the marketing above. All podcast your source for all things well marketing and total world domination. This is marketing above all. And this is your host Michael. Hey there in welcome to episode one hundred Ninety Nine Taste. Topic is all about thriving. When things are chaotic. All around you and I think that my answer my thoughts. My insights may surprise. You may teach you rate in the gut. I'm really not sure but at the end of the day my whole point of doing this show is to help make sure that you stay in business like I need to make sure that you're taking care of your family's taking care of your employees. You're taking care of and I would be doing myself and insane disservice if I didn't give you things straight if I didn't give you actionable. Pieces of information incontinent. How can you survive all this insanity now? Some people are asking. Well Michael. What do you think is going to happen and I can give you two different answers? The first one is the honest when I I really don't know things are definitely opening up. But they're opening up at a slower pace than I expected. But on the flip side I will tell you that I'm really worried that all of this stuff is going to send us into a recession of insurmountable proportion so I need you to be ready. So what do you do? How do you react? How do you change your marketing? You Change Your Business to close your business. Would you do so the first unfortunate answer is it really depends kind of business by business and industry by Industry but across everything? The biggest suggestion that I can give you is that I need to see you pivoting. I need to see you pivoting with how you doing your marketing which we'll talk about. I need you to be pivoting. How your branding? How you're answering the phone. I need you to be pivoting. Your service offerings. Unless you're in something that just fits perfectly with where things are today which should be cleaning businesses for example. But even though is you're gonNA have to pivot your branding and your messaging like you need to make a huge shift in a huge pivot today like now and if you don't I am so worried so so worried that you're going to be left in the dust. One of the things that I'm studying at this very moment in time for the reasons that businesses go out of business so on my bucket list last year. It's actually been on. My bucket list for several years has been to get my masters and I decided last year when I was looking at my goals for the year and my bucket list and realize that several things on that list have not gotten touched that I would start to take action and that was one of those that I decided to take action so I'm writing my dissertation paper and it literally as on the reasons that small businesses local businesses go out of business and there have been two key findings in its tickets step back. It's not always just cash. I mean cash. Obviously a huge reason but I wanted to look at what led up to that what pushed things over the edge and again there were two things number one there were unplanned events of sizeable impact. Divorce Economy Cova Business partners stealing money laundering money like insane situations and every one of those businesses. Push things over the edge. Something that was not planned that they couldn't whether the storm on the second is marketing. Now when I was interviewing these business owners they didn't. I had to prompt them so they didn't feel that they went out of business because of their lack of marketing but as we started to peel back the layers of the onion. We realized that had they done more effective marketing. That would have given them a fighting chance. That would have most likely have brought in more customers. Brought in more cash than would have allowed them some more time to kind of figure things out so if I'm looking at the first reason of some kind of unplanned unexpected event that we're living through at this very moment in time so if you just expect or hope that everything is go back to normal the next couple of months. I really believe that. That's wishful thinking. I hate to say it but I'm a bit more of a realist. So start to look at Your Business. And what can you start to pivot? What other service offering? What other product can you offer? That can start to drive some more cash flow. Is there something that you need to add distilleries? Instead of producing this vodka switched over to hand. Sanitizer clothing retailers are not producing new closed. They're producing personal protection gear. And what are some things that can drive you cash at this very moment in time to the first piece of advice piece of information that you need to pivot something in terms of your product to Your Service? I want you to add. Something changed up and I've been seeing a lot of businesses doing that very rapidly. I just look at the businesses locally restaurants shifting to take out but not even just take out restaurants shifting to do it yourself for a fun activity Jill Yourself. Pizza CATS DUNKIN DONUTS. Has the do it yourself? Donut kits for example. Doing things that you've never offered before but something that you know your prospects or customers are going to either enjoy or resonate with look at if you're in the service business. The home service business just the whole process of quoting things. How much more can you do via zoom via facetime so that you can start to get those orders and deposits and things like that on the book so first thing? Is You need to do a hard pivot hard turn immediately now. The second piece that goes along with that is you need to change up the way that you are marketing. You need a change up how. Your brand is being perceived. You need to change up the emails. You're setting the social media content doing the type of videos you're doing because a lot of local businesses are they're still putting out generic content. I need you to meet your prospects where they are now. You need to acknowledge the situation. You need to let them know what you're doing. How are you going to further? Help them what are you doing to make sure that they're staying safe? That your team is staying safe. How can you help restore their confidence? There's a lot of businesses that have really long warranties and things like that while how can you restore the confidence of their word? You're going to go out of business. There's all these pool companies that have thirty year guarantees and things like that will if your businesses closed here thirty year guarantee was worth the sheet of paper that was written on. So how can you restore confidence to make sure that your customers are starting to return back to business returning to your business and not necessarily business as usual but we've got to get them investing more money with you gotta get them spending more money with you and your business so look at how you can have a hard pivot and your business and start to execute that now sooner than later and the second thing is I really encourage you to re look at how your marketing how you're showing up and make sure that it's relevant for the Times today? My first book that I wrote was called marketing in the moment. That is exactly what you need to be focused on right now Michael TAZAR signing off. Good morning good afternoon and good night. Thank you for listening to this episode of marketing. Above all get out there make a change and take some action and hey don't forget to leave a five star review and tell all your friends. This is the greatest marketing podcast ever ever. If we look forward to seeing you here tomorrow.