Bouncing back – post lockdown marketing

There has been much acceptance of ‘the new normal’ since lockdown began at the end of March. One thing is for sure, we’ll undoubtedly see the Covid19 pandemic change the way some companies work and socialise forever. As lockdown measures begin to slowly ease, the question for businesses is how we operate in a changed landscape. What part does marketing play in bouncing back? Full services marketing agency PRG Marketing Communications offer their thoughts…

Be prepared and responsive

With the situation changing almost daily, it seems now more than ever being prepared while remaining adaptable is key. There seems little point planning too far ahead given the uncertainty but remaining responsive to how the situation progresses and acting accordingly is key. Marketing post lockdown will involve an element of trial and error as businesses find their feet once again.

Be led by shorter term objectives

Planning a marketing strategy is difficult, especially if you have taken business online or into new markets. There are plenty of marketing channels that offer flexible solutions. It is worth considering most channels will work better with a decent minimum commitment but now is the time to trial something new. If you have seen an increase in engagement on social media as people look for new ways to socialise and communicate, consider implementing a quarterly strategy to maximise this for example with some advertising in the mix. Prioritise short term objectives to achieve the most important results during the current climate.

Prioritise effective communications

It’s never been more important to communicate effectively. Post lockdown marketing will involve cutting through the noise with consistent key and timely messaging. Building brand loyalty and investing in customer relationships will be hugely important as will demonstrating corporate social responsibility. The businesses that communicate and more importantly show this will build lasting customer relationships.

Invest in futureproofing

It can seem wise to cut costs given the uncertainty, but this can sometimes be detrimental. Futureproofing often requires investment in new equipment, staff and marketing. A great example of a wise marketing investment could be a website. Whether it’s a full redesign or a refresh of an existing site to enhance user experience, enhancing online business could help reduce running costs and help business continue to function if there were to be a second peak.

The situation has undoubtedly thrown businesses in to disarray but remember the key foundations your business was built upon. Look after staff, provide the best products and services you can and take support available. Resilience and an optimistic outlook can help keep consumer faith and enhance staff productivity.