March 17, 2020
March 17, 2020
It simply can’t be business as usual at the moment, because all our customers’ needs and wants and place in the product decision making cycle has been adjusted, so ‘usual’ is not 100% effective. It does not mean an end to communicating or building relationships, it means an adjustment.
If experts are correct, solid brands will again bounce back fast and strong. Therefore, maintaining customer relationships with a change of tact will assist with swifter growth when the time is right.
This is a simple visual exercise to recognise what your customers previously wanted from you pre Covid-19 what they want at the moment. By doing this, you will continue a brand journey with them, rather than apart.
Basically, we start from the bottom and we can’t satisfy our next set of needs until previous one is met.
i.e. Pre-virus, were you addressing customers ‘growth needs’? Society is now mainly prioritising ‘deficiency needs’. Unless your brand marketing adapts you won’t see eye to eye.
Try ‘level up’ to where they are. In some instances, see how/if messages can be redefined to now address deficiency needs. If you do this, execute respectfully, rather than in a way that is exploiting the situation.