MARKETING FOR BUSINESS GROWTH

In the current pandemic, consumers are experiencing a Loss of Power. They are forced to change habits (e.g. going out with friends, movies, shopping, travel, indulgences etc) and adopt new realities (social distancing, face masks, higher hygiene standards, improve money management and so on). Our world has changed at least for the perceivable future. 

 

People are innovative non the less (Friday night drinks with the boys continued … now via WhatsApp video calls. Weekend Family Movies continued … now movies are streamed).
The point is, while some things may change, Consumers will continue to want what they don’t have - (even during a pandemic) and will find a way to get it.

 

So how should Businesses conduct Marketing to Consumers in these trying times?

 

To find the answer, here are 4 powerful questions to ask and answer; considering the pandemic crisis: 

• What are the underlying psychological ~ emotional needs that people currently have, that your business can address?

• What can your business do, so that people feel like they are back in control?

• How can your business redesign the new fulfillment gap?

  (i.e. provide the solution in the manner that your consumer wants it to be given to them)

• How can you cater to those needs discretely?

 

MIND THE GAP(s) 

• Some businesses might already have campaigns in the pipeline, It is prudent to evaluate those campaigns to determine what needs to be paused right now. Some top campaigns might need to be pivoted to improve while others might need to reprioritised

• Evaluate the Brand Language and Imagery being used. Bear in mind the current pandemic (reconsider images of crowds and physical interactions etc)

• Avoid campaigns that appear to capitalise on the crisis ~ or at least tone them down

• Allocate more media spends towards digital advertising

• Shift focus from promoting premium products to entry-level/ everyday items

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While no one can accurately predict the end of this crisis, it is highly unlikely that consumers will revert to prior habits even after the pandemic. The future is unwritten and is filled with endless possibilities, if you are up to the challenge.

 

Related Reading: Marketing in a pandemic, Leveraging Sonic Branding, Defining your brand’s Tone of Voice, Conducting Successful New Business Prospecting, Making Marketing Budgets Work, Creating an Effective Growth Strategy, How to use Strategy Maps, Harnessing the PLOT Strategy Framework, Saying “No” and still Winning, Creating a Balanced Marketing Mix, Why Customer Centricity is the Soul of Business, How to Growth Your App Downloads, Artificial Intelligence and the Future of Marketing, 8 Steps to Entrepreneurship, Marketing Tactics 101, Refocusing for Growth, eMail Marketing 101, Brand Imagery and the 5 senses, The Grandeurs of Viral Marketing, Why focusing on Outcome guarantees Success, Marketing Automation in Marketing Today, Why Typography Matters, The Fabulous World of Colours, Consumer Insights for Growth, The 12 Styles of Creative Copywriting, The 9 Startup Killers, How to craft your Brand Positioning Statement, How to Competitively Price Products for Maximum Profit, How to Rebuild Marketing Momentum, UXUI That Just Works, Marketing Tactics for Growth and Success, How to Define Your Brands Archetype, How to Leverage Affiliate Marketing, How to Work with Influences, Marketing Effectivness Report Free Download, How to Find Your Brand’s Name, Unleashing the Power of Experiential Marketing, How to get Personal Brandign Right, Maximizing PR Opportunities, Defining a Brands Culture, Business Pivot Strategy, Getting to Yes from a No,