5 Things I learnt during the Lock Down!

Marketers like all other managers have faced uncertainty during the lock down, wondering how we will continue to be effective in our thinking! As we went into the lock down, some of the categories that I manage actually started seeing greater buoyancy, but to make the most of these trends, one needed to dive deep and understand what’s really going on.

Now, we had heard about the impact of technology for E-commerce & Digital Services. But what has been surprising for me is how the most traditional sectors & conventional FMCGs have embraced technology, because there really is no choice.

Here are the Top 5 Hacks, as a Marketer, that the Lockdown has taught me!

#1 Market Visits can be done over the phone!

Now the first source of business understandings for Marketers is market visits! But during a lock down what do you do? The answer was painfully obvious! You call your retailers! Now this was frustrating for many of us because a retailer can choose to pick up your phone or not. When he does, he may not even be interested in talking to you. But really the first step in understanding the impact on our categories has been through making direct calls to the customer.

#2 Consumer Immersions can be done on Video Calls.

I guess, we always knew this, but were resistant to try. Now, I wonder why used to book those flight tickets to Mumbai, Chennai & Amritsar in the first place. I now spend 4 to 6 hours every other week talking to housewives in group calls of 4-5 consumers in each group. I am surprised on how quickly we have all become comfortable on zoom calls, something which we once believed can only be done face to face!

#3 Researches will move online!

I believe, this is a transition, which is happening, but perhaps still not as fast that I would like it to. However, it’s inevitable, all consumers researches can & will move to the digital medium. Over time, perhaps we may even explore segmentation through the surrogates of digital usage. Perhaps the quality of our bandwidth will become what Socio economic categorization, once gave us.

#4 High Quality Content can be made without a Studio!

During, the lock down, we have seen so many Brands making such high quality content, with Celebrities, Director, Client all operating from separate locations connected by webcams! Stars have followed directions to the tee. Pre-Production Meeting s are happening from remote locations. It’s unbelievable the degree of agility that Directors, Crews & Marketers have shown in the face of changed circumstances. And the quality of our creative are only improving!

#5 The FMCG landscape has only become More Competitive!

Never before, as a marketer, have I actually seen a more exciting time. Instead of talks of austerity and playing safe. I am today seeing every FMCG company only becoming more competitive. Innovations are actually rolling out much faster. Brands are realizing, that he who doesn’t restart activation, will actually lose out and the marketing landscape is a buzz with new activation's & innovations.

This is a tough time for many. But what I always believe is – ‘Never Waste a Crisis!’ This is testing time for many but as things change, new leanings & fresh opportunities emerge. This is a time to become even more engaged & perceptive to fresh change. The learning we get now will last a life time, while the pandemic definitely will end, in due course of time.