COVID-19 & MARKETING MINDSET

Being a global pandemic, one can only assume that post-COVID-19 will never be the same as before; the outbreak took the international community by surprise and is certainly shaping the way economies usually function. Therefore, businesses should react positively to the situation and adapt to the new rules of the game. It will be a mistake believing that once restrictions are lifted, everything will be back to normal as it was a few weeks ago!

Furthermore, it’s time for all of us as marketers to take a deep breath, reflect on the last few months, assess the status quo, and learn from our mistakes; it’s the healthiest way to face the new normal and have a plan for the new market dynamics. We do so and we will still have a good chance to maintain our positions as market leaders.

Things worth exploring since we now have the privilege and time to strategize:

?      How to re-design our business models around data-driven operations & decision making?

?      Digital Transformation: Social Distancing will dictate new ways of having customers on our premises (as retail businesses) and offering home digital solutions with ultimate convenience will certainly be a game-changer! Omnichannel is not optional anymore, it’s become a necessity!

?      Lean Organization: Agile processes in place to reduce fat excess and be able to quickly adapt to the market fast dynamics

?      Synergy across departments

Retail Traffic

Governments will most likely start enforcing a sort of traffic management depending on the size and location of retail venues, and this is a great opportunity to start working around the “visit by appointment” culture as it perfectly suits premium brands.

Sales Mindset

Sales-people are supposed to be hunters (in a good way) capturing qualified traffic pushed by marketing initiatives and capitalizing on them; those days when we sit and wait for customers to walk-in are gone! The new normal will require a systematic approach following up with potential customers, invite them to our virtual showrooms, go to their work, and residential places, conveniently be available for them.

Telemarketing

It’s now a must having dedicated teams handling online marketing leads and translating them into retail traffic by appointments. Most customers will appreciate such an approach as they’ll definitely feel safer being in a less congested environment.

Tech-savvy businesses

Social distancing will require less human contact and more remote interactions; and over time our customers will also get used to the new normal especially if we manage to offer them better services in a shorter time with better visibility and transparency (3 things that can be easily delivered with online solutions such as appointments bookings, payment, service follow-ups, stock availability, Virtual Showrooms,…)

Three reasons why we as marketers require a roadmap during COVID-19 times:

1.      The virus sets the timeline and we must adapt

2.      “The Comeback” will take place in phases

3.      Only agile organizations with a clear plan will survive COVID-19 phases evolve from a market to another; while some countries are gradually lifting restrictions and opening up their economies, others (i.e Kuwait) are implementing total curfews as a last resort to flatten the curve! Our marketing mindset will need to adapt accordingly.

In general, this pandemic curve takes a shape of 3 main phases:

Peak: during which most people are still trying to comprehend the new situation and it’s the marketing job to address customers’ concerns in terms of human contacts and the availability of distant services

Stability: COVID-19 curve begins to flatten, and people start to slowly adjust to the New Normal; marketing to prioritize key audiences’ segments and re-launch awareness and reach plans

Recovery: People are cautiously optimistic with some sort of appetite to get back to normal and spend more; marketing needs a broader set of intent signals and targeting strategies

During and immediately post COVID-19, marketers should consider the below:

?      We, as marketers, must be mindful of what we communicate and how we communicate,

ensuring there is no room for creating discomfort or concern about the brand

with our brand messaging. It should be empathetic and helpful, not sales pushy.

?      Prioritizebrand communication, not retail call to action, to drive favorability and brand preference

?      Focuscontent on brand not product to position empathetically at these times with

appropriate messaging

?      Generatequick awareness & story-telling

?      Activatelocal CRM databases to reassure existing customers and help with topics such as home and online services

?      Prioritize“pull” marketing by focusing on the digital ‘Always On’ communication,

particularly at the ‘consideration’ phase of the customer journey, our target

audiences might have a bit more time to spend online, gathering information

?      IncreasedIn-home media, TV/ Video streaming, Online, and Social Media consumption

?      Soften the copy and CTA - e.g. ‘discover’, ‘learn more’ etc