Recently, Avi Kumar, CEO of Kuware marketing was asked to speak to the TIE Austin (https://austin.tie.org/) – a nonprofit group (part of TIE Global, the largest entrepreneurial organization in the world) devoted to entrepreneurs in all industries, at all stages, from incubation, throughout the entrepreneurial lifecycle.
As the owner of a well-established digital marketing agency in Austin, TX, Avi was asked to provide some insights for TIE Austin members with regard to “pivoting” during the COVID pandemic, what not to do, and immediate actions which will help produce results. Below is a summary of value points with the full presentation on the YouTube channel.
Please take a moment to review and carve out a few minutes to watch (35-minute presentation) to hear personal insights and learn more from Avi.
According to internationally renowned management consultant, educator and author Peter Drucker whose writings contributed to the philosophical and practical foundations of the modern business corporation, “the business enterprise has two, and only two, basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”
We agree. Further, it is our (Kuware®) belief that everything is about traffic and conversion. Marketing and innovation drive business, and the goal of marketing is to drive traffic and conversion — bring prospects through the door or to your website and convert the traffic to a paying customer or active donor (whatever action you want to take). With this in mind, all marketing activities should be focused on driving traffic and conversion, nothing else. Not branding or vanity marketing to make you look good, but relevant marketing that will expand your audience, create awareness and drive conversions.
Following are a few summary points from the presentation. To review in full detail, select the image/link at the bottom of the post.
According to Gartner (see slide), not all businesses have been impacted negatively by the COVID pandemic. For example, the following businesses have faired very well or even surged:
Straight forward, practical things you can do. Low hanging fruit, others may not be picking!