The world is changing and businesses will need to adapt to the post-coronavirus world. With many businesses likely to be re-opening in the coming months, many brands will need to be reenergized. It’s time to take a future-forward look at our new normal. Here’s how to plan now for post-coronavirus revitalization.
Everything is digital
What will make a brand relevant tomorrow will likely change. People will be more comfortable with communicating and working in a virtual world. Business travel may decline as virtual meetings become common. The impact of living in a digital world will not disappear once the quarantine is over and people will continue to adopt digital practices. Consumer appetite for digital services is going to continue after the crisis is over and brands need to adapt. Now is the time to increase, not decrease, your marketing spend. The last thing you want is to be caught flat-footed and find yourself lagging your competitors when the economy revs up again.
For the most part, consumers are receptive to some marketing at this time. A recent study from the American Association of Advertising Agencies found that 43% of consumers find it reassuring to hear from brands. In addition, 56% said they like learning how brands are helping their communities during the pandemic. Only 15% said they’d rather not hear from companies.
Remember, remaining relevant is critical to a brand’s health. Relevance is a key driver of purchase intent. A brand remains relevant if it is perceived to be addressing current customer needs and problems. How can you do this? Restoring relevance requires allocating resources with a thorough knowledge of the current marketplace, understanding needs-based occasion-driven market segmentation, and revitalizing the brand’s promise.
Regardless of how long the crisis actually lasts, COVID-19 will forever change the consumer landscape. After this comes to pass, companies can’t go back to their old playbooks. Personas, messaging and even your product strategy may need to significantly evolve for the realities of the post-COVID-19 world.
Advertising is the tool that invites consumers and clients to consider your products and services before they go to your competitors. Advertising, coupled with powerful branding, enables your business to effectively communicate how you operate and the clients you are looking to serve. Marketing your business is far more than art and design. To do it effectively, communication, accounting, analytics, and psychology must all be integrated into your plan. Strategy and experimentation provide a comprehensive campaign—getting businesses and organizations world-class recognition and aggressive revenue growth.
Whether you’re in need of a new website, refreshed graphic design materials, or a well-crafted SEO/SEM plan, at TOTAL, we’re focused on giving our clients the most compelling marketing. So, where does that start? Your story. At TOTAL, we take the time to understand our clients and their companies. Your story is unique, and we want to share it. Clear and effective marketing starts with a thorough knowledge of a company’s values and goals. The bottom line is that fresh data and accurate insights have never been more important. In these uncharted territories, relying on instincts alone is dangerous. If you haven’t reached out to your customers in the past month, now’s the time to do so.
Contact us to get your company marketing and advertising that will deliver real results.