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Local Marketing During COVID–19—Volume 5  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌
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MARKETING DURING CRISIS – INSIGHTS FROM STAR TRIBUNE

At this time last week, we were looking out at the aftermath of an April snowstorm. Today, we feel refreshed by a beautiful, sun-soaked weekend.

My point? Change can come quickly – and it often comes when you don’t expect it.

For the past few weeks, we have been sharing ideas and insights about how to market during the crisis. We still will. But, we're going to start mixing in ideas and insights about how you might market as we come out of the crisis – because change is best experienced when you're prepared for it.

         — Paul Kasbohm, Chief Revenue Officer

PROJECTED PEAK DATE

Chart illustrating possible declining COVID-19 death rates.
One determinate of when Minnesota will lift its Stay at Home Order is when we reach the peak number of new cases and then see that number start to recede. Models done by:

– The University of Minnesota projects a peak on June 8th.

– The University of Washington projects a peak on April 17th.

We are not suggesting that one model is more accurate than the other. We are just noting that they are models: models vary; models can change. The time to plan your post-outbreak marketing strategy is now.

CHANGING BUYER BEHAVIOR

A young man laying on the couch shopping online.
Few events have altered our day-to-day lives as the pandemic has. As marketers, our job is to influence buyer behavior. Gaining insight into how buyers will behave in the “new normal” is essential.

Resonate, one of our data partners, recently ran a survey that gives some insight into how consumers expect to be shopping for the next 90 days:

– 65% said they are more likely to do more shopping online

– 44% said they are more likely to order groceries online

– 47% said they were as likely or more likely to make a major purchase (for example, a major auto mobile)

Leverage Resonate's 13,000+ proprietary attributes, including the latest COVID–19 specific consumer insights to connect with your target audience. Talk with your Star Tribune Representative.

IMPACT ON CONSUMER SPENDING

A consumer calculating their finances.
You cannot ignore the impact the pandemic has had on the economy. As you plan your reopening strategy, you want to ready special offers for your customers. The same resonate survey shows:

– Nearly 60% of Americans are concerned about suffering a financial a loss.

– 61% are planning to spend less money. Of them, 47% say they will decrease spending by a small or moderate amount.

Especially if you sell larger-ticket items, it is a good time to think about how to make consumers more comfortable about making a purchase by offering special financing rates and terms.

TODAY – WEBINAR:
REDEFINING CONSUMER ENGAGEMENT

Join us for a 30-minute webinar today (Tuesday, April 21st) at 3:00 PM CDT.  In addition to sharing our insights about engaging consumers, Resonate will share their just-released consumer Coronavirus data and how you can better your consumer engagement strategy.
REGISTER NOW

STAT OF THE DAY

Chart with rising red arrow.
70% of our readers are consuming more news during the pandemic, and 83% find Star Tribune's coverage to be the most credible.

        — Star Tribune Reader Panel, April 2020

SPECIAL RATES FOR A CHALLENGING TIME

Research shows that it is important to continue advertising during a crisis. But we also know that, during a crisis, budgets can become strained. To help you stay visible, we're offering special rates. Please talk to your Account Executive for details.

STAY CONNECTED

On Star Tribune's Inspired section: “…the BEST thing going in the Strib these days. I was inspired by Inspired before the pandemic struck. And now it feels like pure, unadulterated oxygen for my gasping, stressed-out, anxiety-ridden self.”

       — Tracy
Woman using tablet to read Star Tribune: Follow the Covid-19 crisis on StarTribune.com. We've made all stories about the crisis free to access. Read More Button.
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