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MARKETING DURING CRISIS – INSIGHTS FROM STAR TRIBUNE

“Learning as we go.” If I had to sum up what I’ve heard when speaking with fellow Minnesota business leaders last week, that’d be the phrase I’d choose. We’re all trying to figure out how to do business in the new, uncertain environment created by the COVID-19 outbreak.

At Star Tribune, we interact with a lot of different businesses. We’re all in this together – so thought I might pass along some of what we learned. In Minnesota, we’ll get through this the same way always do. Together.
- Paul Kasbohm, Chief Revenue Officer
MARKETING IN MINNESOTA DURING THE COVID-19 OUTBREAK Best practices for businesses, ideas, and opportunities.

YOUR CUSTOMERS WANT TO HEAR FROM YOU

People want to stay connected. They want to be informed about what’s happening in their community. That includes what’s happening with local businesses. Are you changing how you operate to protect employees and customers? Do you have unique insights to share?
Here’s how some Minnesota businesses have been delivering their message:
  • Public Service Announcements. The Newspaper Association of America reports that more companies are running PSA’s – up to 4x more than before.
  • Content Marketing. The Mayo Clinic has been offering updates about the crisis in their weekly Health Highlights campaign. Traffic to their microsite is up 600%.
  • Diversion. People need a break from the crisis. Wixon Jewelers struck the perfect tone with these ads.
  • Case Study: Home Improvement. For homebound DIYers, Hirshfield’s offered a special price on paint and that they had curbside pickup. Consumers responded.
Case Study: Hirshfields

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.

UNIQUE WAYS TO CONNECT WITH YOUR AUDIENCE

If you're a healthcare company, our COVID-19 coverage is an excellent place to share how you’re helping confront the crisis.
Readers and Web users are also flocking to content that provides a diversion from the crisis.
For example:
The Good Life Magazine The New Grandparents
Star Tribune Inspired Cover
Star Tribune Magazine Neighborhood Next

STAT OF THE DAY

Traffic to www.startribune.com is up 50% year over year with local traffic averaging growth of over 300% every day. This traffic is overwhelmingly from MN and is occurring across all platforms.
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