We are currently experiencing a HUGE upheaval in all spheres of our society.
This moment of “forced” pause, of “compulsory” slowdown, puts our vision of the world into perspective, in all spheres of our life. As entrepreneurs, managers, or professionals, this is an unprecedented upheaval in our business ecosystem and in our daily operations. Since March, several companies have been operating at very limited capacity or have closed their doors altogether. One thing remains clear: many entrepreneurs want to be well in the saddle to meet the needs of their customers when demand picks up. The competition to meet these needs will then be stiff and ruthless.
Instead of improvising and waiting for clients to arrive, I suggest you approach the exceptional context by preparing a game plan that will offer you flexibility in its deployment. Here are some avenues for reflection in order to put all the chances on your side to resume your marketing, communication, and promotional activities.
The better we understand the context in which we are taking over the business, the more we will have the tools to adapt our communication tactics and our marketing, and thus support a return to a certain pace in our activities.
1. Understand changes in consumption and decision-making habits
Already, we are seeing that there are measures to ease containment. Depending on the region and the context, the “return to a certain normal” occurs at variable speed. In more densely populated areas, the risk of triggering a second wave will remain significant in the coming months. We must therefore keep this variable in mind in our recovery game plan.
It is also important to understand the context in which the people who may be affected by our product and service offer evolve. This step is essential in order to identify what, in our offer, can fill a need in the social and economic context of 2020. Here, let us keep in mind that more than 7 million Canadians have requested financial assistance from the federal government.
Here are some questions to ask yourself:
- Has my regular client suffered a loss of income in the past few months? What financial situation is he in? Will his situation stabilize in the short term?
- What is the “priority level” of my product or service for my customer? Does he have to choose between paying his mortgage or getting my good / service?
- How does he feel? Has he been through a lot of stress?
- Does he have to travel for work? Does he have the opportunity to reduce his trips?
2. Identify the trends on which to capitalize
Over the weeks, the population has had to adapt the way they work, eat and buy. For now, we can see that:
- Buying “made locally” has been propelled to the forefront of consumption as never before. Warning! Do not confuse buying “made locally” with “buying locally”. People are more interested in products made in Quebec than in local shops selling big brands. For example, 73% of people who planned to get a protective mask ogled those made in Quebec.
- E-commerce grew by 28% globally. There is clearly an acceleration of this mode of consumption. Unsurprisingly, the digital infrastructure of grocery stores and convenience stores did not meet demand.
- There has been an incredible boom in communication tools: videoconferences, chat service, virtual tours, etc. Proximity to our familiar circles tends to diversify in our communication tools.
- We noticed an increase of 85% in the demand for foodstuffs for cooking (flour, yeast) and 37% for fresh meats. On the other hand, we saw a 46% drop in cosmetic products. Observation: we adapt our mode of consumption according to the frequency of our outings.
- The handwashing station is standard in shops. Fear of contracting COVID-19 is diminishing, but people and entrepreneurs are adopting habits to reduce potential risks.
- Large gatherings are not considered safe by a large majority of the population.
So depending on the type of product or service we offer, some excuses and incentives will resonate more than others.
In light of this unprecedented context in our recent history, let’s take a look at how we can ensure that we maximize our communications and our marketing actions.
3. Communication plan: people first, then the product
According to marketing content strategist Émilie Lévesque, the time is right for the right mix of empathy, transparency and opportunity (and not opportunism). We remain in a context where our audience remains very sensitive.
Certainly, our communication pretexts (website, social networks, advertising campaigns, newsletters) must remain authentic with the brand. For example, now is not the time to take the humorous turn if it was not already part of our usual tone. Admittedly, small forays can be made, but it requires tact.
Also, it is important to prioritize contexts of action. If our products or services can help our customers with their priorities, we should not just say it; it must be demonstrated concretely. The majority of the population wants more proactivity.
The communication strategy must necessarily be planned … while remaining fluid. Although there is still uncertainty and that we could experience volte-face in the next steps of deconfinement, it is appropriate to identify the next milestones to come and to foresee scenarios A, B, C. This will allow us greater agility and better ability to adapt to the context that will arise when the time comes. Once again, we must “proact” rather than react.
Crisis or not, the following general principle remains in place: you have to communicate for others and not for yourself. Is what I’m saying relevant to my audience or am I listening to myself speak…? Often, a step back is necessary.
4. Omnichannel and adaptive experience: the right tools for the right products
The current environment has called into question the way of doing business and dealing with customers in many industries.
Now is the time for several companies to take stock of their practices since consumption habits have changed. However, you shouldn’t jump in with your eyes closed by creating a website overnight or implementing new technological tools in a panic attack. This is definitely not the time to make the wrong decisions.
Sébastien Aebi, eCommerce strategy director, suggests taking the time to analyze consumer behavior. This can be done through workshops of design thinking or using the data collected about consumer behavior in stores and online. By mapping the different customer journeys in-store and online, entrepreneurs will be able to put in place the right technological tools at each stage of the journey.
It should be remembered that many consumers prefer online stores and other shopping applications. Some users are just starting out and have bought online for the first time. If new shoppers have had a good online experience, it is possible that they will now prefer shopping online rather than buying in-store.
The online experience and the overall customer experience will be the key differentiators going forward.
This includes the products and services that customers need. Consumption habits are upset and an organization capable of adapting its offer in this context will come out with a head start.
5. Advertising and display: the right channels for the right messages
It’s important to remember that during the months of March through May, all-out advertising spending dropped significantly. With the right message (and if our cash flow permits), there are media opportunities to be seized.
Whether on awareness channels (display of web banners by different advertising agencies, purchasing directly from the media, video advertising on content platforms, etc.) or on intention channels (paid search results, for example), competition has plummeted. Many companies are waiting for a more sustained “recovery” before reinvesting… so it may be worth investing in it now to stay ahead of the game.
According to Guillaume Steinmetz, digital marketing strategist, in some industries, we can expect more pronounced peaks due to deadlines (back to school, moving, etc.). If we are in a position to do so, it makes sense to maintain a sustained presence in order to keep our presence in the minds of our potential clients.
Depending on the channel and the user’s intention in front of our message, we must once again remain authentic with our brand. If purchase incentives can be used (discounts, exclusives, promotions), we must make sure to place them in the right place in our potential customer journey. Providing a discount on a web banner when the user is unfamiliar with our product or service would be counterproductive. We have to set up our advertising strategy.
What about the so-called “traditional” placement? TV has seen an increase in its audience, among other things for news programs. Some networks have even changed their time slots to adapt to new realities! In addition, some players offer “ad co-production” opportunities, which allows multiple advertisers to be featured in a single 15 or 30-second ad segment. Written media are no exception. These also offer showcases with a lot of impacts. In summary, it is more than important to select a media mix that will be suitable for our customers. Each company must validate what is a priority in its visibility.
6. Design: the right creatives for a fair representation
Considering that Internet users are literally bombarded with thousands of messages per day, we must ensure that we have the right visual representation for our messages.
If our message is clear, the visual elements can easily be adapted according to the evolution of the context in the coming months. The same message could, therefore “live” several small evolutions to follow deconfinement, for example.
We must not forget that design is in our messages, but it is also an integral part of our customers’ experience with our brand and our company. Especially in a constantly evolving context, “reassuring” experiences will strengthen the bond between our client and our company. Everything will go through well-thought-out packaging depending on the product, a little warmer touch, suitable colors. According to Catherine Normandeau, artistic director, adaptability and visual proactivity will be essential.
7. Planning and execution
Of course, to carry out your game plan, you have to make sure that it is executed in the best possible framework.
Planning is the key, but the whole world is on the move and it is best to set goals for a shorter period in order to maximize our flexibility and agility.
If the teams work in collaboration with other departments or external partners, it is very important to set up recurring follow-ups throughout the various deliverables. A touchpoint every week can be interesting. It is not always worth spending 1 hour every week; sometimes, a simple “Hello […] Everything is rolling […] Last week we did this, this week we will do that […] Do you have any questions, issues or new information to share with me […]” is enough to do the point, followed by a summary by email. This method avoids receiving hundreds of emails in a week (although some are essential) and reduces the chances of missing important information while ensuring that everyone is on the same page.
In a context where all stakeholders must show flexibility and agility, it is important to remember that even flexibility can be planned!
- Include buffer zones in your initial planning to deal with the unexpected.
- Rather than creating a critical path, plan two scenarios. This way, efforts can be redirected more quickly if needed.
- Clearly define the actions in order of priority. If you need to do multiple projects at once, knowing which ones are “the highest priority” in the company’s communications and marketing will help keep the different stakeholders focused on the right deliverables.
The most important element is to clearly define what is the objective to be achieved with the actions and projects set in motion. If the goal is clear, the solutions to resolve critical situations will respond adequately, even if the plan to get there has changed.
8. Stay informed: the key
The current situation will continue to evolve. It is therefore essential to remain on the lookout for deconfinement processes and new consumption trends. A digital watch of our properties and the interactions that customers make with them (visits to our website, type of contact, interaction on social networks) must be carried out to stay on the lookout for changes in their behavior and adapt our communication tactics.
There is no doubt that new ways of consuming will emerge from this period. Organizations that have been able to be present at the right time, with the right message and in the right context will do well.