The last six weeks have been anything but predictable and certainly not the normal as we’ve come to enjoy. But is it a change for the better?
I think there are several things that have changed that will continue going forward as we move past the pandemic and into the “new normal” we’ll live in going forward.
Three questions to consider
The temptation to be silent or significantly lesson your marketing efforts might be there. And maybe after the six weeks we’ve spent in social distancing, you’ve already played with variations of message placement and frequency. Maybe you’re feeling the stress and questioning how to continue.
I encourage you to answer these three questions:
- Do I want my brand to be stronger or weaker after the pandemic?
- What will happen if my brand goes dark (or silent)?
- Who will fill the void if my brand does go silent?
Businesses who held the course and continued to their marketing efforts during the 2008 recession maintained and became stronger than those who were silent. We aren’t in a recession but we are certainly in a time of significant change.
What has already changed?
The answer to that is so much… and the changes are made to make providing a service or product easier to the customer. This is a good thing. We should always be making it easier for our customers to use our services but too often we’ve put our ease in front of the ease of our customers.
Virtual meetings, sales calls, doctors appointments, online school, real estate sales…. the list goes on and on.
One thing is certain – going forward, our customers will be demanding more from the experience than ever before.
What have you changed to get through the pandemic that will be a permanent change after the pandemic?
Resources mentioned in this episode:
- Authors in Quarantine Having Cocktails with Marcus Sheridan
- Harvard Business Review research: businesses during a recession
- Marketing in a Covid-19 world
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