By now, all of us would agree that Covid-19 will remain in the collective human psyche for years to come. What does this mean to you as a marketer? It means we must take a new look at consumers with a fresh perspective. Just as we did after the Great Depression and 9-11, we will inevitably see changes on a global level. While these changes may occur differently for each individual, for most it will revamp the way we live and think for the long term.
In recent months, I’ve been fascinated by how shifts have crept into our lives in unexpected ways, creating challenges for every brand on this earth. How are you preparing for these transformations? How will it affect the way you plan for merchandise and services, your messaging and your overall customer experience?
Every brand must take a hard look at what they offer, pivot quickly to meet the new reality and meet consumers where they are.
The following is certainly not a complete list of considerations or predictions but it clearly lists how marketers must remain flexible and engage in re-imagining a new business model. Every brand must take a hard look at what they offer, pivot quickly to meet the new reality and meet consumers where they are.
1. Where Will We Spend Our Time?
Social distancing will be a part of our future. While this is not true for everyone, it’s hard to imagine people looking forward to large gatherings such as sports stadiums, concert venues, shopping malls or mega-churches. An employee at J.Schmid, a die-hard Chiefs fan with season tickets, admitted that she couldn’t imagine seeing her beloved Chiefs play at Arrowhead Stadium this coming fall. So, where else will people go? How will we spend our time? Two places: home and the great outdoors. Read on.
2. Home Sweet Home
Never before has a population spent more time at home, and they are noticing things like a stain on a carpet, a frayed rug or a light fixture they never got around to upgrading. The honey-do list is back and home improvements have started. And let’s not forget shelving and organization products to facilitate the stocking up of paper goods and disinfecting products. The fear of “not having” will last for a while, and it’s not a short-term thing. Simply put, our homes will become more valued and those brands that can help with those upgrades should adjust their messaging accordingly. Our homes will become a more valued possession and investment.
3. The Great Outdoors
The pent-up demand to go somewhere, while staying away from crowds, is real. And going outside not only offers a feeling of social distancing and safety (real or perceived) but offers a sense of freedom that people yearn for. Products and messaging that enhance this experience will be winners, from boating, picnics, hunting and fishing, running, riding horses or ATV’s, hiking, rock-climbing … the list goes on.
4. Let’s Go!
The airline industry has been hit hard, especially the idea of international travel. This global event will most certainly create a new type of holiday, one that’s much closer to home. Think road trips, camping, day trips, outdoor adventures and even stay-cations. What products do you offer or can you create to facilitate this concept?
With the large portion of the population not rushing back into the retail store, we will see an increased demand in e-commerce.
5. Food for Thought
I believe one of the biggest shifts we will see is how consumers “hunt and gather” food. Case in point: a friend recently confessed that she never entertained the idea of grocery pick-up, delivery or food-by-mail. And now that she’s been forced into it, her comment was, “Why would I ever go inside a grocery store again?”
We’ve already seen a huge growth in food delivered by post. Traditionally these brands have been in the gift market but I believe there will be an increase in buying food in bulk as a self-purchase, without the need for fancy boxes and frills. This is a great growth opportunity for those brands that have their Ecom and operations already in place.
With less communal eating, we will see more personal gardening for harvest, canning, processing and overall an increase in homesteading. Gardening supplies, tools, canning supplies and irrigation will continue to see a boost.
6. Business not as Usual
Every business owner I know is considering if they need the same square footage of office space they had at the beginning of the year. Most businesses were forced to quickly put tools in place allowing employees to work at home. For those who have found success, why wouldn’t they consider reducing overhead in the future? We will see new, smaller office configurations with better ventilation along with abbreviated in-office attendance.
With many companies allowing employees to work from home indefinitely, you’ll see the home office evolve as well. While setting up a corner in your bedroom or on your dining room table has worked in the short-term, an entire industry will crop up outfitting the home office. This will not be an obligatory office where a parent goes to hide, but a comfortable, working office with all the tools necessary to get business done.
One more note on the business front. Over the last several weeks I’ve seen businesses reach out to other brands and their supplier partners, sharing notes and asking each other questions. I’ve never seen this level of transparency and exchange of information occur to the extent it is now. Rather than bury our heads in the ground, it’s time to reach out, share stories and listen with an open mind. The ideas that have come out of these conversations have been refreshing and I truly hope this trend continues.
Consumers are looking at those companies that reflect their belief system. What you do as a brand now, will have a lasting impact on how your customers view you.
7. Continuity Continuing
In the last several years we’ve seen an explosion in continuity marketing or subscription services. From food, to pets and even apparel; one just signs up, sits back, and waits for their monthly or weekly package to arrive. For the business owner, this model requires a heavy marketing investment upfront to acquire a customer. Once acquired, there’s a new challenge: keeping the customer around. On average, most customers begin to discontinue around month 4. I’ve often wondered how these brands would survive. Now I believe they are perfectly positioned for growth as long as there is equal investment in retention as acquisition.
8. Back to School
If there was ever an institution that is overdue for evolution, I have to wonder about the four walls of education. While many parents decided they were not cut out to teach, you’ll see a large number of parents deciding the opposite. Thus, you’ll see an explosion in some modified form of home-schooling. And what about college students? Does one need to spend thousands of dollars on room and board? Is online learning a better option? However this evolves, you’ll see the need for different types of learning tools, techniques and home education spaces.
9. Direct Mail as a Digital Driver
With the large portion of the population not rushing back into the retail store, we will see an increased demand in e-commerce. Many consumers will be asking, “Do I need to risk getting cooties and go to the store for this?” How do you plan on capturing your share of this demand? Direct mail is the most intrusive and proactive marketing vehicle for grabbing attention, sharing an offer while still promoting your brand. Even a simple postcard with the right call-to-action, can drive incredible activity. Direct mail has always been a champion to digital marketing but with more people at home, these stats should increase. But perhaps you should consider a different type of segmentation and message based on why customers are now shopping with you, especially those new to file.
10. Return to Spirituality and Values
While there may not be a rush to fellowship with your favorite congregation, this pandemic has forced people to think about their place in the world and their mortality. Spiritual growth and a reset of values are taking place. More than anything, we’ve realized how interconnected humanity really is. Consumers are looking at those companies that reflect their belief system. What you do as a brand now, will have a lasting impact on how your customers view you. Have you been sympathetic? How have you treated your employees? How have you joined in the effort to make a difference in your community in a world of uncertainty? It matters.
11. Seeking Comfort
In the last few months, people have been in search of comfort, both emotionally and physically as a way of abating fear, anxiety and loss. This will not go away any time soon. We will see the everyday dress code change to athleisure and comfortable shoes over the suit. We will see consumers doing newly discovered things they love, rather than falling into complacency. We will see families seeking out the safe option, rather than risking their health. Yes, there has been a loss of innocence, especially in America, where we’ve taken comfort for granted. Be sensitive to this change in attitude.
12. A Seismic Shift in Creativity
Think about how the world shifted with the advent of the personal computer, the Internet and the iPod. These discoveries changed the trajectory of our world. Forever. You’ve all been a witness to the incredible creativity that has erupted in recent weeks. People are crafting, painting, dancing and dusting off musical instruments. The entertainment world has re-imagined ways to bring you live finales and your favorite news program. The scientific community has been forced to collaborate and become creative in their quest to solve problems. How about the new appreciation of science and how it affects our world? What will be the new trajectory of our world with this explosion in creativity and how will your brand be prepared? It boggles the mind.
13. Marie Kondo on Steroids
How many of you have spent the last month, cleaning out your closets, organizing and decluttering? Did you notice that you are wearing maybe 1% of your wardrobe? Marie Kondo, the declutter queen, suggests “Tidy your space, transform your life.” The idea of fewer, better things will continue to accelerate and be on-trend. Consider my millennial nephew who has taken a vow of only owning 100 items. It’s a real thing. While this is a smack in the face to consumerism, it’s also a harbinger to your brand. How will your products fit into this trend? Think about the streamlining and simplifying in both the personal and business world.
14. Take Heed of the Underlying Condition
It’s almost a rally cry to fitness and well-being. If you have an underlying condition, you are at risk. How have people reacted to this message? They’ve taken it to the streets, running or walking. They’ve taken the clothes off their Peloton and began using it for its original purpose. Zinc and other preventative supplements have flown off the shelf along with skincare products. We have a desire to become healthier and fitter, not to mention our hygiene has stepped up a notch. I can think of hundreds of brands that can reimagine their products and services to fit this trend that is not going away any time soon.
15. Digital Revolution
We’ve already entered into a digital revolution but we will see this expand exponentially over the next year. Whether you are an early adapter or a reluctant laggard, we’ve all been forced to step up our interaction with technology. Much of this technology has existed but now we will witness its increased adoption into our society. The platforms I’ve seen explode have been nothing short of amazing, from meeting platforms, interactions with virtual reality, 8D audio and even the business and personal sharing of content. This adoption is going to allow tech companies to step it up in creative ways we haven’t even considered. Hold on to your hats. The public is ready!
I hope a few of these concepts tickled your curiosity as it relates to your brand. Awesome. But a word of warning. Brands that aren’t flexible and don’t reimagine or problem-solve will be left in the dust. We are already beginning to see this happen.
In closing, I ask for a personal favor. Let’s all agree to never use the following statements again. Ever. If you do, expect a collective eye roll.
Like never before, during these unprecedented times, we are here for you. We are apart but together. In fact, we are in this together working towards a new norm. But we will rise above because we are here to help during these uncertain times, without leaving the safety of your home. Together.
Need help reimagining your brand message? We are here for you. Strike that. Creating relevant and breakthrough messaging using disruptive campaigns is what we do. Let us prove it.
