COVID-19 IMPACT:

Graphic Design

Industry Update: 29.09.2020

Vertical: Graphic Design
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Graphic Design, what are we seeing?

We are seeing a huge shift in channel use. All offline channels have been severely disrupted with some showing little or no signs of recovery. Meanwhile, digital is booming. Businesses have subsequently adjusted at short notice to meet marketing goals using a predominantly digital channel set. Often requiring third party support. Marketing and advertising agencies and have had a rollercoaster ride as COVID-19 has rendered entire sections of the client base non-operational. Budgets have been frozen, reduced or in some cases ramped up. Contracts have been lost and new clients have been won, The dust is beginning to settle and frozen budgets are beginning to unlock… We are seeing a huge opportunity for graphic design expertise, especially on the digital side where the larger marketing agencies need more support to work on existing and planned projects. There is also a significant opportunity to collaborate with other marketing specialists who don’t have your graphic design skill-set. In this post-lock-down climate, agencies expect specialists to work remotely.

What do these businesses need to do now?

1. Adjust your business targeting

Our marketing and advertising customers are refocusing to reduce dependency on the most heavily impacted sectors while expanding to service previously unsupported sectors based on demand. Larger businesses in particular are being challenged to meet sales and marketing forecasts with several traditional channels either unavailable or ineffective. This is leading to unspent budget and increasing urgency to rebalance year to date sales deficits with digital engagement solutions. Target the larger UK agencies, and consider reaching out to large agencies in other English-speaking countries, such as the US, Australia, New Zealand and UAE. We are already seeing a trend of UK based marketing specialists working through the night on urgent projects that the overseas client team will pick up in the morning when their offices open.

2. Review your marketing channels
MARKETING CHANNELS VIABILITY
B2B Direct Mail

NOT VIABLE

Telesales

NOT VIABLE

Paid Search

PARTIAL VIABILITY

Networking dinners/drinks & Partner Events

NOT VIABLE

Tradeshows and Exhibitions

NOT VIABLE

Radio

PARTIAL VIABILITY

Awards Circuit

NOT VIABLE

Digital Outreach i.e. B2B prospecting

VIABLE

3. Revise your proposition

Identify high demand sectors that you can service. Accentuate the competitive advantages that you can offer over and above your competitors and explain why these are important now. If possible, tailor your offering to directly help larger agencies capture and service the current demand levels and unspent client budgets. Ensure digital formats are a large or core part of your offering. Position yourself to assist in the deluge of catch up project work that is currently being undertaken. As a flexible asset to their business and with experience working remotely within a team environment, you are in a great position to appeal to their needs. Accentuate your experience, flexibility, speed, quality, and if relevant, sector insight, though you should add to this list if at all possible, to stand out from the crowd.

4. Revise your messaging

Revise messaging to set out how your proposition directly contributes to overcoming prospect’s current challenges. Get straight to the point. In a climate where larger agencies need extra support whilst minimising their fixed costs, you’re able to help them; a variable cost when they need you and zero cost when they don’t. Demonstrate an understanding of the challenges of their market. Talk about service levels and accentuate on quality, flexibility and turn-around. Set out attractive commercial terms if able. Cash-flow is a challenge right now.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

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