How to think long term & survive

Business Tools / Marketing / Strategy /

April 2020

Your business will likely re-emerge from this, don’t regret how you spent this time.


What is everyone else doing?

Right now, every single business is entering the unknown. Not only is it an unknown of what the future holds, but also the unknown of what to do now. There is no one size fits all solution to save you money in the short term but protect you in the long term – what will work for you, will not work for your neighbour.

Each of our clients are reacting differently – some are closing their doors, so are reducing (or removing) their advertising spend or putting new work on hold; some are able to remotely service their clients, so are increasing their marketing spend; and some are learning to adapt, so are thinking about how to shift their offering to suit the new market.

So, whilst we can’t give you specific advice without first understanding your situation and speaking to you, we can give you some ideas on what approach you could be taking to this new territory to keep you ahead of the competition.



What should I be doing now?

(what should I NOT be doing?)

Right now, you should be doing what’s right for you. I know, that doesn’t really help right? Doesn’t make it any less true.

To do’s: Realistically, there is a lot you could be doing, if it’s viable for you.

  1. Spend strategically
    Spending money on advertising campaigns that are not providing you with a return won’t help you. Now is the time to re-assess where your budget is going and how it could be better used in systems that will help you build relationships for the future.
  2. Adapt your messages
    It is likely that under the current circumstances, your marketing message will need to be adapted. The needs and priorities of your customers have changed, life has changed.
  3. Continue to add value
    There is so much content being generated right now, and a lot of it is just noise. Your customers are spoilt for choice on what they are choosing to consume, so reduce the noise and give them something of value – they will remember you for it.


Do not do: As a result of panic and mis-placed empathy, there are also a few things you should avoid doing:

  1. Use COVID-19 as a marketing opportunity.
    Sadly (and potentially mis-placed), some companies are choosing to use COVID-19 as an opportunity to sell their products in a less than tasteful way. The last thing you want to do is put your worst foot forward when emotions are high, and mistakes are remembered.
  2. Send pointless emails.
    Our inboxes are already inundated with COVID-19 messages. If you are simply letting people know that you know there’s a pandemic, and your practicing good health and hygiene, good for you (pat on the back).. But we expect this from you. We are all doing this. Sorry for the brutal honestly, but it’s not constructive to publicise it and we don’t need to read about it in our inboxes. Don’t waste your time. If you must, put it on your website if people are searching for this detail.
  3. Stop marketing your business.
    Don’t put the brakes on, don’t make a short-term decision that will negatively impact your long-term plans. If your competition continues to market and advertise through this, you might get left behind.



How do I shift my marketing message?

There are some industries that are struggling to see the light at the end of the tunnel – travel, events, hospitality – and we are truly sorry of the situation they are forced to be in. But if you have the ability (and the flexibility) to adapt, to shift focus and to spend where it counts, you are giving yourself the best chance possible.

Remember that we will survive this, this will be over, and we will see the other side of it.

So, how can you use that knowledge?
Maybe ask people to start planning for their future events, their future holidays, their future purchases.

What can you do for people now that will HELP them? Can you provide entertainment (lord knows we all need some entertainment right now)? Can you reduce their need to leave the house? Can you give them something to look forward to?

Can you use this time to build exisiting or new business relationships?

How can you adapt your business to thrive in these times in a way that will benefit your customers?



Where do I talk to people/how do I communicate?

The best way to communicate with your customers is on a platform that they are comfortable with and already frequent. Whether that’s Facebook, Instagram, LinkedIn or email, think about where they might already be hanging out (or filling in time) and reach out to them there.



Now is the time

Now is the time to think about working ON your business instead of IN it. Most likely, you’ve got a bit of extra time on your hands (unless you’re a parent – keep going you’re doing a great job!). What have you been avoiding due to time?

  • Your Website – You could be taking your business online, to continue selling your product; or if you offer a session based service, set up online courses your customers can attend. Maybe refreshing the content on your site, now is a great chance to get onto it!
  • Your Brand – You could be rebranding, so you can get back up with a fresh face.
  • Your USP – You could be developing your unique selling point, so you have something to focus your marketing on to stand out.
  • Up Skill – You could be using this time for professional development, learning new skills to become even better at what you do!

Your business will likely re-emerge from this, don’t regret how you spent this time.

Now is the time to start thinking about what you could be doing now so that you’re not left behind when this is all over.



The right approach for your business, will not be the right approach for another. We are all making difficult and un-forecasted decisions, of which we’re not sure of the outcome.

We wish this post could give you the answers and tell you what to do to survive through this, but we can only begin to do that on a per business basis.

We are here to help you make the right decisions, for you.

At Evolution, you have the unique combination of qualified marketers, designers and developers at your fingertips, here to provide you with support in these tough times. So, ask us anything.

If you want to receive monthly emails from the Evolution team with our latest blog post, hot off the press, please sign up here.