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Today, Use Marketing to Catch the Eye and Warm the Heart
Kate Gingold
/ Categories: The Sprocket Report

Today, Use Marketing to Catch the Eye and Warm the Heart

The Sprocket Report

Tired of this pandemic situation? Raise a gloved and sanitized hand if you are! But we need to keep doing business, so the next step in marketing is to be timely while strategizing for the days ahead.

We talked with a news outlet recently who declined an article about a local business that closed because it’s hardly news when everyone is closed. Besides, folks have been inundated with depressing information for weeks now. They have had enough.

People are hungry for good news, something fun and uplifting, and as any business knows, we should give people what they want! Marketing under lock-down is going to require more of your input, but it doesn’t have to be completely “home-made” looking. Technology tools make it easier than ever to get professional help when you want it. Here are a few suggestions for format:

  • Photos you take yourself
  • Photo embellishments 
  • Videos you take yourself
  • Newspaper articles with photos
  • Blog posts
  • Comments on blog posts by complementary businesses
  • Shout-outs to complementary businesses on social media
  • Co-sponsored online chats or podcasts with complementary businesses
  • Social media ads
  • Emailed notifications and newsletters

Even more important than the “how” is the “what” when creating an uplifting marketing message. Successes, however small, are encouraging, but a laughing acknowledgement of failure is also interesting. Posts about beautiful home-baked breads have been popular recently. A post about feeding your bread failure to hungry birds could really stand out! Other suggestions for “news around the house: include:

  • Your spring garden
    Are trees blooming in your neighborhood? Did rabbits eat your tulips? Are plastic plants all you can grow? 
  • Interviews with co-workers 
    Who has an interesting hobby? Where would they like to vacation? How many places have they lived?
  • Your cleaned and organized closet
    How long did it take? Of which part are you most proud? What is the oldest item you kept? 
  • Your cute pets
    Are your pets happy you’re home – or not? What silly things are they up to now?
  • Your home work space
    How did you create space for working from home? What challenges have you faced?
  • Colleague competitions
    Who can bake the prettiest cake? Or make the most impressive floral arrangement from what’s in the backyard?
  • Home improvement projects
    What “honey-do” items have you and your co-workers checked off the list? Is there advice you can share with each other?

Of course the point of creating this content is for marketing. You are aiming to stay top-of-mind and build relationships with prospective customers. Put your business name on photos that you are sharing online. Include the appropriate search terms in your articles. Provide your website URL and contact information. And most importantly, cultivate friendly interaction with your audience. 

Keep in mind that many news outlets have furloughed much of their staff. If you are sending news releases, you are much more likely to be published if you provide an article and photo that is all ready to go with good grammar and sufficient pixels. 

Brainstorm with your team to see what your company can come up with that will be eye-catching and heartwarming. Not only will this kind of marketing lay a strong foundation for when we go back to business-as-usual, but it will bring your team together during this rough time as well. We’re all looking forward to the future, but if we can help you right now, please give us a call!



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Kate Gingold

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

Other posts by Kate Gingold
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Full biography

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.


2 comments on article "Today, Use Marketing to Catch the Eye and Warm the Heart"

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Beautiful website ....Although we are both in the marketing arena it seems that everybody is over the moon with gloom and doom .

When the economy recovers the people that haven't prepared a revised Marketing plan are going to have a tough time getting on their feet . Our webinars all preach , stay in contact with clients and have a plan, Keep in touch ...and wash your hands and wear your mask !!!

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Kate Gingold

Thanks for reading and commenting, Rene! I know you, like us, will do your best to help folks with their marketing when things get normal-er!

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