At the time of writing this we have a ‘road map’ out of lockdown. But it is dependent on many factors that are outside our control and by now we are all well-aware that even if there is a road out that doesn’t mean it won’t be a bumpy one. On the other hand, as customers think about emerging from lockdown, now is a good time to contact them. So, how do we tailor our marketing plans accordingly? While we certainly don’t have all the answers we do have over ten years’ experience of helping brands pivot their campaigns – sometimes at the last moment – so here are a few suggestions…
It doesn’t have to be all at once
Your customers are (hopefully) going to be just as cautious as you are when it comes to making post-lockdown plans. It’s worth factoring this into your marketing both in terms of what you promote to them and your messages. If you are able to trade during lockdown, offer both your lockdown services and post-lockdown services or keep messages flexible, reassuring customers that you’re still there for them whatever happens.
It doesn’t have to be all or nothing
Research shows that a combination of marketing media is most effective. You could therefore keep online and social media communications running as they were during lockdown but add in some large format advertising or a direct mail campaign, for example.
Keep it local and personal
There has never been such a climate of support for local businesses than during this pandemic. Now is a great time to both thank your customers for their support then and reiterate your status as an independent local business who needs their continued support going forwards.
Even if the road out of lockdown is smooth, people are (rightly) going to be cautious for many months to come. Messages should centre around what you plan to keep doing to ensure safety whether it’s more cleaning, distancing and limiting contact, regular testing, sanitizer stations, staff continuing to wear PPE or contingency plans – let your customers know that you are putting their wellbeing first.
Plan A, plan B, plan C
If we didn’t know it before, we certainly know now that life is short. So definitely make plans but just keep them flexible. Planning a summer event? Go for it, but also plan to stream it online so that you have options should things be delayed or a further lockdown happen. We have a blog on delivering the perfect virtual event here. Promote your services but ensure the messaging makes it clear that things are subject to change.
The new normal
Whatever happens we have the expertise and experience to advise you on creating design, print and web campaigns that can withstand the unexpected. From shorter print runs to planning design deadlines around key covid-19 announcements, we have plenty of money-saving tricks are here to support you whatever the next few months hold…
Call us on 0208 590 0922 or email us at email@example.com We’re here for you throughout lockdown and beyond…