After two months of the “new normal” your brand likely has a better handle on what this pandemic means for the present and future of your bottom line. We’re well past the flurry of emails reassuring buyers that you’re “in this together,” or that “we’re still here.”
Yes, things are still unfamiliar. Consequences for marketing choices during the past eight weeks are still unfolding. Reputations regarding business decisions are still evolving. However, now is the time to begin looking forward and preparing for the economic bounceback that will likely occur now that businesses are beginning the reopening phase. Here’s why:
Your Customers Are Ready
As ready as you are to get back to business—even if it can’t be “business as usual”—so are your customers.
Just keep in mind that not all consumers will move at the same pace. While some are ready to jump back in as though the pandemic isn’t still happening, others will prefer to remain cautious. Your messaging should continue to reflect sensitivity and empathy.
In addition to empathy, you’ll also need to continue sharing the various ways you intend to keep your staff and buyers safe, whether you sell online or in a retail setting. Consumers have made clear that how a brand treats their employees affects their trust in that brand.
Pent-Up Demand
An economic bounceback is a realistic outcome at this moment due to pent-up demand. These are purchases that consumers might make on a regular basis but have not been able to do so due to stay-at-home measures. Included could be personal care, such as hair treatments and cosmetics, and clothing for the coming summer season.
As states begin to relax the restrictions for these and other businesses, that pent-up need for regularly scheduled services and purchases will finally be satisfied. Some businesses may even experience a rush, as consumers flock to early openers, even if their usual favorites remain closed.
Increase Optimism
As cautious as you need to be when making decisions for your brand’s future and your customers’ safety, you’ll also find there is terrific power in hope. Optimism is key to resilience, which is what helps people, as a whole, bounce back from setbacks and even catastrophe.
The key here is to walk the line between the very real danger that still exists while presenting your plans for a brighter future for your brand and your buyers. At the same time, you may consider sharing content that entertains and allows for an escape from reality, even if just for a few minutes.
As optimism continues to grow, so will the needs (and wants) of your buyers. Some industries may still lag, such as travel and events, while others will begin to see a resurgence with buyers attempting to feel “normal” and even hopeful once more.
Each of these reasons to not only continue your marketing, as we’ve encouraged you to do throughout the pandemic, but to also increase your marketing should have you planning new campaigns right away. Next, we’ll discuss the changes you may need to make to your marketing to ensure the best results.
In the meantime, if you’d like to discuss ways that we could help, don’t hesitate to reach out.
