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Businesses to Re-Think Marketing During Pandemic Downturn

    The recent forced closures and Pandemic Downturn forces businesses to re-think their Marketing efforts.
      As stated in the Northwest Indiana Business Magazine  “The rule still stands that you should never do just one media. It’s a committed mix over time,” Julie Olthoff of VIA Marketing in Merrillville said. “It takes six weeks for a good digital run to take hold. On average.”
      “For current customers, e-blasts would be immediate, and I’m still a fan of reminder postcards,” she said. “For both audiences, hosting an open house/event, signs in front of your business, social media activity, digital ads, traditional media, etc.,” will be appropriate, Olthoff said.
     One local restaurant El Salto Rastaurant, that has six Northwest Indiana locations, is offering a 20 percent discount on all orders.
     According to Seth Spencer of SERA Solutions of Michigan City “Cutting back on expenses when revenue shrinks or disappears shouldn’t mean eliminating marketing.”
      “Traditional media’s effectiveness can be tracked easily. Magazines, billboards or radio, for example, can generate a custom URL that creates a website,” Spencer said. “A custom URL generates the numbers an advertiser wants to see to gauge effectiveness,” he said. “Promotional codes work, too. You can see where every one of your dollars is going,” Spencer said. A custom URL is also referred to as a landing page.
      And then, there’s the obvious yet traditional method of simply asking customers on the phone, when they come in the door or when they approach the counter, “How did you hear about us?”
      Jack Adams, of Safari Marketing said “A lot of people are pumping the brakes on their marketing right now,” Adams said while the stay-at-home order was in place. “Pumping the brakes is the worst thing they could do.”   
    In addition the article continues with advise from Michelle Andres from Group 7even in Valparaiso,” If a business goes dark, they lose a lot of top-of-mind awareness,” she said. “Once they lose that, they then start to lose footing within the market, and that is something very expensive to get back.”  
       In a world where all the focus is on social media and technological solutions there may be other necessary marketing options being overlooked. Social Media provides one the ability to reach a specific age group, but you can’t go about your “business” by completely focusing on one specific method. In today’s fast paced multiple platform society, certain kinds of businesses may need marketing options available other than social media. 
     “The goal is not to stop advertising, but rather, the way you advertise needs to change,” stated Andres. 
     With the recent 2020 changes in Facebook effective September 1st 2020 – forcing declines in fans reaching your posts, forced declines in Business Page’s exposure, limits and restrictions on posts, forcing businesses to pay to play –  who knows what the future will bring! In the future, keep in mind, that every social media platform will be constantly changing their business model to become more profitable. 
     During this downturn, PanoramaNOW Entertainment News has revised their website and focused more on Socially Distant Activities like and fishing, boating, biking, hiking, but continuing the popular Calendar of Events. Other topics have been added like Parenting Skills, Home Improvement Tips, Gardening Tips, and Lifestyle Articles. “Outdoor Concerts are still happening,” stated Susie Young Baxter, C.E.O of Panoramanow.
     As PanoramaNOW Magazine approaches 36 years, it continues to be valuable to its  readership reaching readers on a one-on-one level. PanoramaNOW is the ONLY Magazine that is Direct Mailed to Doctors offices and Dentist offices in Northwest Indiana and has the doctor’s name printed on the cover that guarantees year-long exposure. It is a niche magazine that publishes only positive news that is focused on Things to do, Places to go, Recreation Options and Family Fun in Northwest Indiana.

 Source: Northwest Indiana Business Magazine

print is not dead

New High Tech Changes Make Print Better Than Ever!

NEW Reasons Why A BUYERS’ DIRECTORY WORKS: • Print Directs customers to Your Website instead of an Internet Search that shows Your Competition! (on Search Engines) • Stays in the homes and offices for years, while internet ads disappear quickly into cyberspace. • Print is permanent, stable, reliable and not a flash of the computer… Continue Reading →
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Long Term Effects of $15 Minimum Wage

    Just in time for next week’s likely House vote on a federal $15 minimum wage, the nonpartisan Congressional Budget Office has come out with a caustic report on the consequences of the policy.  New proposals to dramatically increase the minimum wage suddenly is receiving pushback from critics who say this could… Continue Reading →


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Valparaiso Parking & Picinic Tables Help Downtown Restaurants Amid Covid19

In March, city of Valparaiso implemented a number of 15 minute spaces to encourage carry-out and curbside pickup for our local downtown restaurants. The 15 minute parking spaces allow for quick trips for carry out and curbside pickup, shopping, and services that have become important to local businesses during the pandemic. Due to the outcry… Continue Reading →
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Valparaiso Recreation Center Makes Changes Amid COVID-19

Although you may have heard that the Coronavirus has greatly effected the hospitality industry the most, you would be surprised that it hasn’t effected Inman’s Recreation Center in Valparaiso Indiana. Yes, they have made several changes to their operations since opening with Indiana’s Stage 4.5 “Back On Track” opening, but attendance is in full “swing.”… Continue Reading →
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Local Portable Sinks Help Fight Covid-19

     Pratt’s Direct is a small, family-operated company that has been, in and around, the food concession business for 10 years. In the past, Pratt’s has operated a home town, brick and mortar ice cream shop. They have also been involved with several community farmer’s markets, where they provided a hand- scooped ice cream and refreshments. This is also where they established a relationship with the local health department officials and learned the standard requirements. Continue Reading . . . 

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Local Puzzle Store Booming Cause of Covid-19

     What started out as a passion a few years ago, has turned into a phenomenon during the Covid-19 outbreak. “We Can’t keep puzzles on the shelf,” stated Joel Bender, owner of Mindbenders puzzles and games. “In fact, we have started a waiting list,” he continued.
     Take a stroll or cruise along 119th Street down the newly restored historic downtown Whiting and you will stumble upon the most playful little store, it’s windows brightly lit in neon with PUZZLES * TOYS * GAMES.      Mind Benders puzzles & game Continue reading . . 

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Highland Begins Park Expansion Downtown

On Tuesday, July 21, Highland Redevelopment Department announced the construction of “The Depot”  at the corner of Highway Ave and Kennedy Ave will begin. This is an effort to enhance the downtown Highland experience and make it a great place for business to thrive. The downtown Highland is dotted with lots restaurants, shopping and special… Continue Reading →

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Miller Beach Farmers Market Remains Open During Covid

  The Miller Beach Farmers Market has a new schedule for summer.  They are more than just fruits and vegetables.  The Market opened June 7th, 2020.       The Sunday market now runs 11am-3pm, every week, June through August 30th. Thank you to everyone who has been supportive of the Market and our 2020 Pandemic Edition… Continue Reading →

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New Vintage Market Opens in Griffith Indiana

     Flying around looking for someplace new? A place to dip in your wings while hunting for that something unique?  Come roost for a while at the Empty Nest Market, an emporium of collated artisans.  Hatched August 1, 2020 in downtown Griffith by 2 friends, Melissa Whiting  & Colleen Razesloot, this open airy space… Continue Reading →
Cafe 306 valparaiso indiana restaurant opens downtown

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New Restaurant Opens Downtown Valparaiso!

     With Cafe 306’s Floridian inspired menu and desserts, you’re sure to feel like you’ve landed on the beach without leaving the Region. If a tropical vacation is not on the schedule for you this year, a trip to Downtown Valparaiso’s Café 306 may, at the very least, put you in a Florida-state of mind. … Continue Reading →


Sue Baxter

Susie Young Baxter, CEO, has published PanoramaNOW Magazine for 31 years. Her hobbies are Camping, Boating, Hiking, Nature, Gardening and Outdoor Activities. She is an Artist, Graphic Designer, an Avid Seamstress, Dabbles in Homemade Crafts and Landscaping. Since her Father was a Health Teacher, she also likes homeopathic Health Solutions. Since blogging started over 10 years ago, PanoramaNow has been added to Newsbreak – a national news affiliate.

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About The Author

Sue Baxter

Susie Young Baxter, CEO, has published PanoramaNOW Magazine for 31 years. Her hobbies are Camping, Boating, Hiking, Nature, Gardening and Outdoor Activities. She is an Artist, Graphic Designer, an Avid Seamstress, Dabbles in Homemade Crafts and Landscaping. Since her Father was a Health Teacher, she also likes homeopathic Health Solutions. Since blogging started over 10 years ago, PanoramaNow has been added to Newsbreak - a national news affiliate.