How marketing can help your business survive the Coronavirus

When news first reached us of a flu-like virus affecting residents in Wuhan, China I’ll be the first to admit that it didn’t immediately ring alarm bells. Fast-forward several weeks and the World Health Organisation have labelled it a ‘pandemic’. It feels more like something from a Hollywood blockbuster than real life.

You only need to see the empty shelves in most supermarkets to understand that at least some of the UK population are in a state of panic. Companies who can, are taking their employees out of the office environment and are allowing them to work from home. Some businesses where this is not feasible have made the difficult decision to close their doors for the foreseeable future.

Source: The Rex Facebook Page

But what does it all mean for your business? And how can you survive?

Typically, in times of financial crisis businesses cutback on their marketing activities however in this situation I think the opposite should be true. In this blog I will talk about some of the possible opportunities for your business and how to survive the Coronavirus outbreak.

1.      Be where your customers are

Whether your customers are self-isolating or working from home. There has never being a more important time to improve your digital offering. Is your website up-to-date? Are you effectively utilising social media? Have you communicated with your customers via email or text? We’re in uncertain times and this is a great opportunity to solidify brand loyalty by communicating effectively with your customers and providing reassurance.

2.      Turn a negative into a positive

The National Trust announced this week that they will be removing pay barriers from all their National Trust parks and Gardens. I’m not suggesting that you need to go to such great lengths but positive PR during this uncertain time could get you in front of a whole new audience. Smaller initiatives such as reaching out to the elderly and at-risk groups in your community could have a positive impact for your brand. Sainsbury’s and other retailers are offering to open their stores for the first hour exclusively to these two at risk groups. What steps could you take as a business to help the most vulnerable in society?

3.      Strength in numbers  

Now more than ever is a time to unite with other businesses who may be suffering. Manchester hospitality leaders have unified this week by launching the ‘pay it forward’ scheme to help support local restaurants and bars through the Coronavirus pandemic. The scheme encourages people to purchase discounted vouchers at participating restaurants during the run up to Easter which can be redeemed from May onwards. And for the added feelgood factor for each voucher purchased a charitable donation of £1 is also made to Hospitality Action. So, speak to your competitors and look at ways you can work together.

4.      And finally, don’t panic

This is an unprecedented situation and with so much uncertainty surrounding Coronavirus and its economical impact we must ‘keep calm and carry on’. The government have announced several measures to support businesses through this difficult time including £330bn in loans and £20bn in other aid. It’s important to remain positive and instil your consumers with confidence.

If you’re feeling concerned about the effects of Covid-19 on your business or are looking at ways to improve your digital presence why not give Kiesha at Icon Marketing Communications a call for an informal chat on 07979 940526.

Mum’s the Word for Business Success

It may only be in its first trimester, but 2019 is already a boom year for ex-radio presenter and mum-of-two, Kiesha Humphreys who is celebrating her fourth year at the helm of Icon Marketing Communications Ltd. In that time, Icon, a specialist marketing consultancy based in Wilmslow, has been responsible for a number of SME business success stories across Cheshire and Manchester.

Kiesha Humphreys

Photo credit: Senem Peace Photography

Kiesha explains; “I set up the business after the birth of my first son, and Icon is an anagram of his name, Nico. I’d been working at a senior level at a large advertising agency in Manchester, and while I was on maternity leave it struck me that there is a gap in the market for a reasonably priced and flexible marketing resource, in the area.”

Kiesha has first-hand experience of smaller businesses approaching large agencies and being put off by the cost. She says, “Bigger organisations can be a bit intimidating to smaller businesses – especially when they only need a one-off marketing facility or a bespoke marketing service.”

While larger organisations often don’t see the immediate potential in helping businesses when they’re starting out or are at the ‘expansion phase’, Kiesha seizes the opportunity to put her big agency knowledge and international marketing expertise to the test.

“For the past 15 years I’ve worked in the UK and South East Asia. In this time, I’ve seen the communications climate change dramatically – and it still is changing, year on year”.

In tandem with her ‘day’ job as a Business Development Manager for upmarket restaurant chain, Gusto, Kiesha honed her communications skills as a regular Radio Presenter for Cheshire’s Silk 106.9, BBC Radio Manchester and Capital (formerly Galaxy 102). It meant she had her finger on the pulse of all kinds of media. “I’m a natural-born communicator,” she says, “I was increasingly drawn to digital channels and I could see that the major draw of digital is its level of accountability and significant ROI”.

Photo credit: Jonathan Farber

As well as running Icon, Kiesha has spent the last year completing her Google Ads certifications and working on SEO projects with a number of clients.

Kiesha continues; “There is still a need for an integrated marketing communications strategy to support and strengthen the digital aspect, including PR, events and traditional print and radio advertising”.

Kiesha says; “While we’re based in Wilmslow, we often work from The Workspace in Handforth, a beautiful co-worker environment that has flexible terms – it’s great for businesses who want to collaborate. We work with businesses of all sizes to provide one-off support or ongoing marketing management (across the mix) in and around Manchester and Cheshire. We create tailor made packages in line with our clients’ budgets or we can offer bespoke solutions to suit their needs.”

The Workspace Handforth Meeting Room

Photo credit: Compton Harry Photography

It’s not every day a company can benefit from marketing experience of the kind Icon can deliver, without the international agency price tag. With so many success stories under her belt – and plenty more waiting to happen, Kiesha is more than happy to spread the good news.

For more information visit www.iconmarketingcommunications.co.uk .

To celebrate its fourth year. Icon Marketing Communications Ltd is offering all readers a 1 hour complimentary marketing consultation. For more details, please contact Kiesha on kiesha@iconmarketingcommunications.co.uk or call 07979940526.

The Workspace can be contacted on 01625 522209 or via email info@theworkspace.uk

For more information visit www.theworkspace.uk.

Working from home...

Make your space an Oasis

With the rise in the cost of living, individuals starting families later in life and the challenge of striking a work life balance many females are setting up their own businesses and opting to work from home. Companies still have reservations surrounding ‘telecommuting’. But for educated working Mums this presents an opportunity to ‘have it all’.

I set up my business after the arrival of my first son (Icon is an anagram of his name Nico). I looked into office space initially but decided that working from home would work best for me allowing me to keep my overheads low and pass these cost savings on to my clients.

As a working Mum being home-based has many advantages, popping a load of washing in whilst working, being home to receive deliveries, being home for ‘workmen’ not to mention fitting around my children’s school and nursery schedules. That said it does come with disadvantages. Working as a sole trader can be a lonely time (the prospect of cold-calling strikes fear in me to my very core). Although I have a team of freelancers that I can utilise it’s difficult to keep motivated when you don’t have a regular team around.

Over the last couple of years I have learnt a great deal about home-based working. Here are some helpful tips for fellow entrepreneurs;

1.       Make sure you have a designated space to work

It’s easy to lose focus when working from home and to become distracted by chores. Having an area set aside to work means you are entering into your office space just like going into work.

2.       Make a to do list

It may sound obvious but having a list of jobs that need to be completed each day and crossing them off is like giving yourself a pat on the back at the end of the day.

3.       Don’t forget to take a break

I tend to be at my desk each day by 8:45 and can easily become engrossed in a task. By making sure you take a break you can keep your productivity at a premium. I have a hula hoop at the side of my desk to use when work gets too much.

4.       Make your space an Oasis

Just like you would when going into the office it’s important to make sure that your workspace is inviting. I have a selection of photos on my desk and even a potted plant to ensure that my workspace is as appealing as possible.

5.       Find a good radio station

Listening to the radio is a friendly companion I have a selection of digital stations which I listen to which keep me focused depending on what work I have on. A dance station if I’m busy a bit of jazz if I’m feeling stressed music is a powerful medium.

6.       Make sure you network

Finding new business opportunities can be difficult when you’re home-based so it’s wise to broaden your network. Most towns have a networking organisation and the government business helplines can also provide details of networking events in your area. It’s good to have a reason to look business-like as working from home you can dictate your own dress code.

So there it is my tips on how to survive the home-working jungle. If you’ve recently established a new business and need some help to get it off the ground feel free to speak to me about your Business Development opportunities by calling 01625 533102.