Today’s guest is Evan Knox, owner of Caffeine Marketing in Atlanta, Georgia.
As the owner of a marketing agency he and his team have had to reevaluate marketing tactics for themselves and their clients during the pandemic. One example is the fly fishing guide company that he is a part of. They decided to turn off all paid advertising online during this time. Normally they run ads for guided fishing trips, however, since they don't know when they will be able to resume trips they have turned off those ads. Instead, the team is researching keywords and writing blog posts about fishing trips. This will create content that they will be able to use far into the future.
Another example is a jewelry store client of theirs in the Atlanta area. This client has both an online store and a brick-and-mortar store. Most of their revenue comes from the brick-and-mortar shop, but they have had to close for the time being. Thankfully they have the capital to rework their marketing and invest in it now so that when all of this is over they will be a step ahead.
The last example is a window film company. The window film company is actually doing pretty well right now. People are home and paying attention to their home’s needs. That includes covering their windows for better temperature control. Marketing is continuing as normal for them.
In cases where money is tight for a business and the revenue isn't coming in right now, it may make sense to pause advertising for the time being. Do what’s right for you and your business.
Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups.
Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.
For more information on the show, and to check out past episodes, go to journeyto100million.com!