In the Spotlight – C’ing Your Way Through Covid-19

In the early months of 2020, we watched in disbelief as countries closed international borders and requested their residents to remain indoors at home. Within days and weeks many businesses found themselves on hold or totally closed down due to a lack of trade.

While most people were still reeling from the uncertainly of their world, one smart marketer, Ailsa Page, Founder & Director of AP Marketing Works got busy creating a simple plan to help her clients get through this challenging time.

In this week’s In the Spotlight, we’ve asked Ailsa to share her strategies for C’ing Your Way Through Covid-19.

Ailsa’s  spotlight comments:

My favourite quote is with crisis comes opportunity and COVID 19 has provided many of those!  When our businesses are in crisis or as a community we face crisis there are seven words that can be helpful. They also happen to start with C. Here they are:

C’ing Your Way Through Covid-19

Calm – Find It and Stay It

Crisis means that many around you including your customers will not be as calm as they normally are.  The challenge is for you as a business to take the lead and remain calm under pressure.  It will pay off as Customers will be attracted to and feel safe around you.  When you’re calm you do your best thinking, and there are always opportunities that present themselves, but you need to be calm and centred to be able to see them.  You are sure to experience other stressful times in your business life so your ability to remain calm now will help you always.

Communication – Keep it Up

In times of crisis we rely on information. Customers want to know how you are doing. You need to keep them in the communication loop even if you have no news to impart. Advising customers whether you are still operating, changes to services or products since COVID 19 and how you are keeping them safe are absolute musts.  If you have special deals, new products, services or flexible payment arrangements now is a great time to communicate this both online across all channels and offline. 

Customers – Look for New, Adapt to Keep

In any crisis, there are customers around, you’ve just got to find them.  They may be different from your current customers.  Which industries or businesses are thriving in this crisis?  What are the new growth industries?  What are some of the new needs people have now?

Can your existing products and services meet these new needs or do you need to pivot? Can you change your customer offering to be able to be relevant to them now with social distancing and isolation? Can you offer your services online? People are very adaptable right now to looking at way things could be delivered over the internet.

Cash – Save some

One thing that makes you feel good in a crisis is trying to find a bit of cash. One of the ways to do this is to spend your time looking at your fixed costs in particularly your monthly subscriptions

  • Check through all subscriptions and make contact with agencies/companies to see if you can get a better deal
  • Look at your fixed costs and see if you can get them cheaper
  • Contact your bank to see if you can reduce your fees

If you have more time than money right now, consider doing the tasks that take time rather than money or see if you can save yourself money by learning a new skill you use to pay for.

Contemplate – Business and Life

For many of us COVID 19 has provided a forced slowdown.  Our world has been rocked and we find ourselves contemplating a little more now than perhaps we did before.  This is not a bad thing. When we have some time and space we can usually think creatively.  Some useful things to contemplate that will assist your business are.

  • Contemplate your business, your life goals, your future business goals
  • Reflect on what has worked, what you like and things you would like to improve.

Don’t forget to write down any things that you now realise you want – it may just manifest! ☺

Collaboration – Find Opportunity Together

Sometimes we just can’t do it alone.  COVID 19 may be one of those times?  So who else can you team up with to make things possible?

  • What businesses might you be able to team up with to generate new business?
  • Who can help you deliver your services better or to a wider audience?
  • Who could you share resources with?
  • Who has complementary services to you and a similar target market?
  • Who shares similar values to you and you know you could work well together?


Contact – Stakeholders

Even if we are not feeling very sociable it is important to stay in contact with key stakeholders in your business including;

  • Customers – so they know you are still open for business and to deepen relationships
  • Suppliers – to check they are able to continue to service your needs, negotiate payments and contract if required, to show support
  • Other Businesses – for support and motivation
  • Business Support People – such as accountant, consultants, coaches, health professionals to help provide objective advice and support right now


Clean Up and Clean Out

If a drop in business means that you have a little extra time on your hands then you have an opportunity to do some business cleaning.

  • Clean Up Your premises, office, emails, files, stationery cupboard, database, tax
  • Clean out bad practises, customers, systems  that haven’t worked for you


About Ailsa Page


Considered by many to be a one-in-a-million strategic marketing consultant, Ailsa Page’s point of difference is that she specialises in helping small business find their point of difference, reigniting their passion and dramatically improving their bottom line.

She doesn’t just promise results. She actually gets them. And that’s why her award-winning business AP Marketing Works has being going strong since 1999.

Having been in the trenches of marketing for 20+ years, Ailsa has a unique ability to instantly get to the heart of her audience by decoding marketing mumbo-jumbo and delivering easy-to-implement marketing strategies in a way that is both energetic, entertaining and educational.

Ailsa’s infectious enthusiasm and unparalleled marketing expertise is the talk of the town throughout government groups, established businesses and small business entrepreneurs. She is the author of The Year I Opened a Wineshop: How to build a great business by learning from other’s mistakes.