While sales and marketing were initially slated as two sectors that stood to be most heavily impacted by the COVID-19 outbreak, new research suggests that the industries have navigated the crisis well, and are on track for a period of strong recovery throughout 2021. Despite early concerns from IPA Bellwether that UK marketing budgets were set to fall at the fastest rate since the 2009 financial crisis, more recent independent research from the UK’s leading print specialist suggests that the situation has not reached such levels.

Print-Print, a nationwide leader in the provision of printed leaflets, brochures, posters, and business stationery, engaged with more than 1000 small business owners during November 2020 to better assess the state of SME marketing during the pandemic. Based in Shropshire, the organisation found that only a little over half of the companies surveyed had cut their marketing budgets during the outbreak, while 100% retained all of their sales employees.

The most likely reason for the better-than-expected outcomes is that not all sales and marketing activities have been negatively affected by the crisis. For example, while almost 80% of respondents believe that face-to-face marketing has suffered during the pandemic, just 6% say the same for online marketing. Indeed, with people spending more time at home absorbing more digital content, online marketing has become lucrative than ever before.

The results from the Print-Print study found that 87% of small businesses have engaged in more online marketing activities this year, particularly social media and content marketing, as well as email communications. A smaller but still significant 12.5% have also increased their use of print marketing, using the fact that many employees are working remotely from home to deliver more brochures, leaflets, and direct mail to extend reach and engage better.

Print-Print Director Dean Williams said, “Initially, the pandemic caused a wave of fear across the marketing world as the public were advised to stay home which essentially wiped out outdoor marketing, and as some were made redundant or saw salary reductions through the Government’s furlough scheme which had a huge impact on both desire to buy and ability to buy.

“Much research was undertaken at the start of lockdown which spread doom and gloom across the community, but now that we’re beginning to see the light at the end of the tunnel, we thought it was time to once again connect with small businesses to find out the real impact the crisis has actually had.

“The results were nowhere near as doom or gloom as had initially been anticipated. Of course, many, many organisations have struggled through the pandemic, but our research shows that almost 50% have been able to retain their marketing budgets which really is very positive news, and it’s a strong sign that the industry is set for a strong recovery in 2021.”

In terms of recovery, Print-Print reports that nearly 70% of small businesses are ready to start investing in marketing again, with more than half planning to drive 100% of their pre-pandemic budget back into promotional activities. Nearly all say that they are planning to increase marketing budgets next year.

Print-Print’s results were obtained from 1160 small business owners in the UK, and show very promising signs of recovery. According to the report, three quarters say that the pandemic has made marketing a greater priority for the organisation, while more than 80% say they are optimistic for the future.

To discover the research results in full, visit: https://www.blog.print-print.co.uk/customer-survey-how-has-covid-affected-sme-marketing-in-2020/