Square
Best Buy, which has introduced “contactless” delivery in its own parking lot; free and with great customer service, with an employee dropping your package right in your trunk. Buy online and pick up contactless in-store, all within the same day.
All of these tactics definitely provide value to the consumer and create australia company email list business for brands. This crisis stage will allow us to devise executions to address the consumer in the short term but also to introspect and rethink 2021, to have a position on the role of your brand and what it will bring to consumers when life returns as close to “normal” as possible.
Recession Stage
After the crisis process, Ritson says there will be a recession period. This is when businesses will have two weapons: brands and advertising.
The most powerful brands (i.e., those with the highest brand equity) will perform better in these critical moments, while ads, when kept consistent and with a long-term impact vision, will help maintain the SOV of the categories in which they compete.
These two tactics suggest that recessionary times are also times of opportunity for brands to grow, and there is plenty of documentation on this, here is an example from the 1920 recession:
And it is precisely in these most difficult times that we need to ensure that brands have a holistic plan that reminds the fragmented consumer of their power; exposed to multiple messages on different channels. In this difficult context for companies, the message will be simple: Businesses that invest in the P of promotion will ensure that their long-term post-recession growth remains stable (as long as the other Ps work, of course).
In a nutshell
It is a difficult situation in this crisis to present in a meeting that your digital and communication tactics may be “The strategy will stay at home”; but we are definitely the filter to ensure that we do not fall into one more advertisement (one of those motivational ones) or fall into a message out of context – with the promise that, in a short time, the media communication of the brand will be essential to ensure growth.
For now, all digital marketers and communicators must help ensure that the holistic consumer experience is present – enabled by the right product, at the right price, on the right channel ; and then; a valuable message that connects with the consumer… For now, the promotion button can wait to be pressed.
Reinventing the role of brands in people's lives requires impulses and risks that we probably wouldn't have thought of taking before, but the risk of not taking them is even greater, since history has taught us that those who invest in times of crisis are the ones who come out on top in the long term.
Data:
In order to understand what is happening in these channels, it is very important to have data to measure your efforts. The ideal world is to be able to measure the conversion funnel.
However, it is extremely difficult to track all user actions. The important thing is to establish a clear methodology for how actions will be measured and to set clear objectives.
“The important thing is to establish a clear methodology for how actions will be measured and to set clear objectives.”
Conclusion
If your customers buy from you and are happy, your allies sell more and your business sells more.
DTM is a win/win model that makes us all happy and puts us to work for the benefit of everyone involved in the funnel.
