Do some real marketing during the Covid-19 pandemic

By 52M Consulting Ltd

21 May 2020

First of all, what is marketing, really?

Ask people to describe marketing and it's a safe bet most will associate it with advertising, direct mail, getting ranked on Google search and being on social media.

It's true that these are all aspects of marketing, but really only one dimension. They're all forms of marketing communications, the 4th 'P' - promotion - in the marketing mix devised by E. Jerome McCarthy in the 1960s and still very relevant today.

The Chartered Institute of Marketing (CIM), however, offers this definition of marketing: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably".

This means that, at its core, marketing is really more about discovering what it is people already want and need then finding ways to give that to them, rather than finding ways to get them to buy what you already produce - a subtle but important distinction (there's a brief guide to what marketing is on our website).

When times are good, it's probably fair to say that most businesses focus their marketing efforts more towards the latter; they produce a product or deliver a service and then spend their resources on promoting these goods and services in the hope that someone will buy them.

Suddenly, times are not so good thanks to the Coronavirus pandemic. Not only does this mean that demand for many products and services has collapsed, it has sparked new demand for others.

In this, as in previous recessions, the most successful businesses will be those that are able to pivot in order to meet changed demands.

Like the companies that were busy installing acrylic signage until a few months ago but are now supplying clear plastic screens to keep people separate in the workplace. Or the manufacturing and engineering businesses that have turned their attention to producing parts for hospital ventilators. Or the soft furnishings businesses that are now turning-out face masks. Or the laboratory businesses making new diagnostic tests.

These are all examples of real marketing.

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably

No matter what your business is or does, now is the ideal time to invest in some real marketing like this. It might lead you down a totally different but very rewarding path. Here are three things you should be doing:

#1 Start by talking to your existing customers and even your suppliers. Find out what new pains they have, and think about ways you could adapt in order to lessen or eliminate these pains.

#2 Do some social monitoring. Look for people talking about their problems and issues on social media and then engage with them to explore how you might be able to put your skills to work in helping them tackle these problems.

#3 Take stock of your strengths and weaknesses, and evaluate potential opportunities and threats. Think about how you can match your existing strengths to the opportunities, and how you can overcome weaknesses in order to guard against the threats you've identified. We forget to make time for this sort of SWOT analysis, but many of us will have an abundance of time now so use it for a period of reflection.

There's a saying that necessity is the mother of all invention. It's true. Even though the economy is virtually flatlining, there's still plenty of need to satisfy. The key, according to Henry Chesbrough - director of the Open Innovation Centre at Berkley University in California - is to create new business models that can add value to already existing technologies.

The bottom line is to actively seek ideas for changes and adaptations that will help you thrive not just in spite but because of Covid-19.

If you need help, our team are on hand to discuss strategy and tactics that will help you tap new demand. You can call us on 01772346152, email [email protected] or use the contact page on our website

Enjoyed this? Read more from 52M Consulting Ltd

Latest news

1

New India branch campus on the horizon for Lancaster University Keir Starmer meets Indian PM and included Prof Simon Guy Lancaster University. Pic Simon Dawson

New India branch campus on the horizon for Lancaster University

09 Oct 2025

2

Best events and talented students complete finalists list for Lancashire Tourism Awards 2026 Best Events and Talented students on Lancashire Tourism Awards finalist list

Best events and talented students complete finalists list for Lancashire Tourism Awards 2026

09 Oct 2025

3

East Lancashire Learning Group named UK digital transformation leader in CIO 100 Awards Andrew Dewhurst with the award win

East Lancashire Learning Group named UK digital transformation leader in CIO 100 Awards

09 Oct 2025

4

PHX Training appoints new business leader in Blackpool Jason Davenport PHX Training

PHX Training appoints new business leader in Blackpool

09 Oct 2025

5

Velocity seals Airbus extension worth up to $54m Velocity Composites Has Announced Its Entry Into The Us Market

Velocity seals Airbus extension worth up to $54m

08 Oct 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

Advantage: AI – A Workshop for Business Leaders – Oct 10th
Ai 10.10.png.png
LBV Hub Seminars
10 Oct 2025 - 10 Oct 2025

Advantage: AI – A Workshop for Business Leaders – Oct 10th

Door4 Office, Burnley Wharf, Burnley, BB11 1JG

09:00 - 12:00

Unlocking major project opportunities in the North West
Lancs-cham-logo.jpg.jpg
LBV Hub Seminars
15 Oct 2025 - 15 Oct 2025

Unlocking major project opportunities in the North West

Strathmore Hotel, Morecambe, LA4 5AP

08:00 - 10:00

The New Employee Rights Landscape: Day One Compliance Essentials
EventBrite NORi - 15th Oct 2025 Webinar.png.png
LBV Hub Webinar
15 Oct 2025 - 15 Oct 2025

The New Employee Rights Landscape: Day One Compliance Essentials

Microsoft Teams, Microsoft Teams, PR253XH

13:30 - 15:00

October Freelancer Meet-Up
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

October Freelancer Meet-Up

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

The Autumn Re set - pour me a wine
LBV Advert_Autumn Reset 1200 x 630px.png.png
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

The Autumn Re set - pour me a wine

The Artistry House , Preston , PR1 3JJ

17:30 - 19:30

The Business Network Central & East Lancashire
LBV Header (26).png.png
LBV Hub Networking
16 Oct 2025 - 16 Oct 2025

The Business Network Central & East Lancashire

Stanley House, Blackburn, BB2 7NP

11:30 - 14:15

RISE - Lancashire's unique leadership programme for women
thumbnail_Emma Weston Illustration WENDY BOWERS RISE Illustrstion.jpg.jpg
LBV Hub Seminars
22 Oct 2025 - 18 Mar 2026

RISE - Lancashire's unique leadership programme for women

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:30 - 15:30

Women scaling up Blackpool Fylde and Wyre
LBV Hub Seminars
22 Oct 2025 - 09 Jan 2026

Women scaling up Blackpool Fylde and Wyre

The Small Business Academy, Blackpool, FY4 5JX

09:30 - 15:30

HR Essentials for pubs, bars and licensed venues
EventBrite NORi - 22nd Oct Webinar.png.png
LBV Hub Webinar
22 Oct 2025 - 22 Oct 2025

HR Essentials for pubs, bars and licensed venues

Online - Teams, Leyland, PR253XH

13:30 - 15:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV124 Online Graphic
Subscribe now

Weekly news bulletin