Nearly 2 years running my business I had been using social media ads and then the pandemic crisis hit. I pulled back at first and barely posted on any social media. I was in the business of social media as consultant and manager.
After several weeks I noticed that newspaper online readerships were rising, and I thought, “hmm, maybe I should advertise my special webinars for real estate classes on the website where I once worked for.”
The Webinar Classes Had to Go On
I was doing webinar classes for realtors in Rhode Island to obtain their licenses and the deadline was changed from April 30th, 2020 to May 31st, 2020 because of Covid-19.
The classes were transformed into webinars since we could not meet in groups of more than 10 in the state of Rhode Island. I was licensed by the state to teach at the Real Estate Institute of Rhode Island.
I quickly transformed these classes in Zoom webinars. To do webinars on Zoom, you must upgrade your account to Zoom Pro and pay for the webinar plan.
This Zoom investment inspired me to advertise the classes to fill them and be a win-win for all.
Making the Call to a Rep at the Newspaper
So, I called an old friend that was still working for the paper who was working from home. She asked if I ever advertised. I remembered, I had years before one time. But I could not remember who my rep was.
“This is crazy,” I thought to myself. I used to get upset when my clients could not remember who I was as their rep, and when they called in and asked for someone else.
How could I have turned into that client that I would get so upset with?
Life sometimes can be ironic. I could not believe I turned into that person on the other side. I am not sure still who the rep was or if they are even in the job anymore with so many layoffs in the past several years.
I was glad I could help a friend who still works at the newspaper by giving her some business though it was small. If the online ad works well I may do it again :)
Facebook ads also have been working better today as the competition has decreased for the Facebook ad dollars. You have more eyeballs with less people working and those that are working are working from home.
More people today are on Facebook to keep up with family, friends, and news.
However, I wanted to add the newspaper website during the crisis to increase the reach as I added more webinar classes for the month of May. (Many of the agents are older and are newspaper online readers.)
Why Advertise During a Crisis?
I love this quote from Henry Ford:
“Stopping advertising to save money is like stopping your watch to save time.”
If you are in business or plan on continuing to be in business you should advertise in one form or another even during a crisis.
Just be very tasteful in how you go about it. You must keep in mind what many people are going through right now with Covid-19.
If you are selling a product or service that is necessary or wanted during this time period it should be fine to promote it.
Twitter recently released their new research on helping brands know what to say during these uncertain times.
Ads During a Crisis
You can see what types of ads ran when the Spanish flu pandemic hit in the early 1900’s. Time Magazine displayed them in a story about the Spanish flu. (There were even ads for boots back then!)
Soap companies were advertising how to wash your hands with their soap. The Red Cross had ads promoting face masks. Sound familiar?
I’ve seen many restaurants recently doing ads that for their take-out services and other companies providing deliveries of food and essentials.
Other businesses are offering books, movies and things to do at reduced rates as many people are in lock-downs.
Have you advertised during the crisis yet?