As some states are cautiously (or not so cautiously) reopening, those businesses that have survived will need to navigate the new normal and figure out how to do marketing post COVID. Things are not going to magically go back to “normal,” so you will need to make adjustments to your marketing strategy and tactics. Some industries like airlines have been devastated, while others like home goods have skyrocketed. Regardless of where your company stands, but especially if your sales have suffered, it will benefit you to reassess your marketing post COVID.
Before the pandemic, you had goals for your business. Maybe you wanted to add a new product or location, or you wanted to break into a new market. If your business had to shut down, your goals will likely shift. Now, you might be interested in recovering some percentage of your customer base, changing the services you offer to adjust to new customer needs or improving your digital presence.
New Customer Needs
Your marketing post COVID will depend on new customer needs. Customer needs, attitudes and habits have changed because of coronavirus. For example, people are wary of being in groups of people, or even too close to one person. They want fewer people to touch their products and payment cards. Many people have suffered financially, so they may not be able or willing to spend the same amount of money they did in the past.
They want to be reassured about both business cleanliness and the way the company treats its customers, employees and the community at large. Take a look at your customers specifically and determine their new needs and fears. Try to determine whether your customer needs will be changing permanently or in the short term.
Now that you have a good idea of the new needs of your customers, you can focus on re-evaluating your positioning. If your product or service was previously considered to be a staple, is it now look at as a luxury? An example of this in some places is Starbucks coffee both because of price and proximity. On the other hand, most people pre-COVID found themselves buying disposable latex gloves seldom if at all; now they are considered a necessity.
Maybe what you sell is considered to be an impossibility for your past customers. For example, you may run a bar and entertainment venue that customers think of as too risky to go to at this point. If you have the financial resources to ride out this period of extreme caution, great. But if not, think about how you can modify your offering through providing digital entertainment or custom cocktail delivery.
How does your company and its products and services compare to competitors now? Crises are great opportunities for new brands and products to break into the market because customer routines and assumptions are shaken up. You may be well positioned because of your price point, your technology or delivery methods.
Or perhaps your competitors have this kind of edge. If that is the case, your marketing post COVID will need to react with a change to products and services, delivery, price or added value in order to compete.
If you have a physical location like a store, you will need to make changes so that customers will feel more comfortable buying from you. Maybe this means you carry fewer products to give customers room to social distance. Or you could regularly disinfect and let customers know about it. Or you could focus more on delivering products to customer homes or digitally delivering services or content.
For help forging strategies for marketing post COVID, contact Pro Creative.