As we cautiously move towards the light, what next for the Covid-generation of marketers? After more than a year of tight budgeting, awkward messaging and relentless change, let’s look ahead. 2021 has a few miles left to run and there are opportunities in the coming months. Read our back to normal marketing guide and post-pandemic strategies.
Are we back to normal for marketing?
Not yet, but the statistics don’t lie. April 2021 retail sales were +10% up on pre-pandemic levels and fashion buying was +70% up. Unfortunately, this also means that the sales focus has shifted back towards bricks and mortar, at least in the short-term. You are also likely to see some shift away from social media, digital campfires and consumption of video. Yes, people can go out again.
The real challenge for marketers lay in the transition from “we are here for you” to “start to have fun again”. There is a significant percentage of people who are not ready to socialise yet. Many feel that restrictions have lifted too quickly and that the new ‘Indian variant’ is a risk. You also have to overcome the conscious effort and anxiety caused by putting yourself into social events. In summary, as much as we would like to deny it, we got used to staying in, watching Netflix, playing games and browsing social media.
The back to normal marketing guide
Here are 5 top tips for back to normal marketing to guide you through:
- Watch your tone – A year of success for online businesses is coming to an end. Your sales won’t flatline but now isn’t the time to lambast physical stores for being a health risk.
- Follow the zeitgeist – Everyone wants to experience life, blow off some steam and to wave the pandemic goodbye. However, they remain cautious and know it isn’t “as you were”.
- Make it emotive – Tap into the positive emotions of summer, of outdoor spaces, time to enjoy your hard work. Let people feel that you need a release too.
- Major on experience – Not everyone had great customer experiences before the pandemic and many still don’t. Time to crank it up for a “welcome back” and a “we appreciate you”.
- Advertise your story – We been through a lot since March 2020. You were there for your customers. You provided vital products and services. What is the next step on the journey?
Now isn’t the time to crank out old messages, show crowded rooms of people or discredit bricks and mortar. The success stories need to keep fresh and tread carefully. The strugglers need to remember that filling the coffers isn’t the only priority for long-term survival.
If you would like to discuss your brand, campaigns, research, experience or your proposition, call now on 01565 632206.
Post-pandemic marketing strategies
We are not out of the woods yet, but there are still plenty of things you can do to plan ahead. Competitive advantage manifests itself in short-term gain or long-term structural success. Those selling PPE or supplying the NHS had a fantastic year. Those with great ecommerce sites and third-party logistics saw opportunity when stores were closed. Others entrenched their advantage and look unstoppable. So where should you focus post-pandemic?
Customer experience
Yes, customers have a choice. Many were forced to change habits in the rush to adapt to hitherto unknown lockdowns and furlough. As a result, many sourced products from places that were alien to them or occasional ports of call. Now that the playing field is levelling out, those retailers that survived have an ace up their sleeve. Namely, people want to go out and socialise again…but you can’t do that on an ecommerce site. So, what do you do?
Focus on CX and an advocacy programme. Yes, make your UX and CX even better than it is now, then remind them how great you are. It is going to take effort to continue the cycle of repeat-buying many online firms enjoyed. People have a choice again.
Customer retention
Okay, so we don’t just mean ecommerce this time. Many B2B businesses enjoy long-term contracts and subscriptions with clients. But how many received impeccable service from you during the pandemic? How many cut back on new business marketing to keep profits high? If you had a low churn rate in the last 12 months, maybe it was because your clients had other pressing concerns.
Ultimately, as businesses start to see the gloom lifting, some will dip their toe into chasing new business. Yes, many took the ‘better the devil you know’ approach last year and kicked the can down the road. Consider what could happen if you have not made the most of ABM/ABX/ABE and customer advocacy?
Audits and research
Not the sexiest of topics but hey, they all have a time and a place. So, you navigated your way through the pandemic with little to no marketing. Perhaps, you don’t really plan your marketing at all. Even those that do put significant effort into planning need to justify their spending plans. Additionally, as the purse strings begin to loosen, boards start preparing for new product launches, entering new markets and changes to the marketing mix.
As a marketer who wants to add value, get involved with strategy and make a difference, research is your weapon. Armed with the right support for primary and/or secondary research, it is within your gift to help the decision. De-risk that product launch. Find those new market opportunities. Influence the marketing mix. It is also a great way to show you understand the market and customers.
Not normal yet but help is at hand
In conclusion, it is tempting to rest on your laurels, be overly-bullish or laissez-faire with today’s position. However, history tells us that the most successful companies are hyperopic rather than myopic. The power-brokers, venture capitalists and entrepreneurs forever vie for advantage. Back to normal marketing is a delicate but short-term balance. Post-pandemic strategies will help your long-term competitive position. So, isn’t it time to start looking at marketing strategies to forge ahead?
If you would like to discuss back to normal marketing or post-pandemic strategies with a consultant, simply call 01565 632206. Alternatively, why not email us at sales@think-beyond.co.uk or complete a few details online and we will call you back.
We also have a selection of advice articles on different areas of marketing.