By: Wendy Greenwood, Contributing Author
If you ask any marketer about the changes they are undertaking in response to the health crisis and social movement, the list will be long. Here is a roundup of how marketers are looking to the future with optimism.
Messaging followed by action
As businesses reopen, reassuring messages about “we’re all in this together” have been replaced with “live well, feel well.” To stand out from the crowd, smart brands are looking inward and recommitting to their brand values for authentic communication.
Whichever path you choose, staying silent is not an option. According to Edelman, an American public relations and marketing firm, consumers expect more than talk, otherwise your brand will be seen as opportunistic. Today, action matters. Canadian retailer, Roots, has donated a portion of proceeds from its Pride Collection to the Black Coalition for AIDS Prevention.
Re-evaluating brand purpose and responding with agility
According to Jacqueline Grossman, VP Corporate Communications and Marketing at Sunwing Travel Group – the largest tour operator in North America – brands have a unique opportunity to “help people live better lives” and “to emerge as a more agile and authentic brand.” Some companies are feeding front line workers by opening kitchens in now-vacant sports arenas, such as Maple Leaf Sports and Entertainment, one of the largest sports and entertainment companies in North America. “Our fans will remember how we acted during this time… (it) will be long remembered,” says CMO Shannon Hosford.
Today, many brands have shifted away from customer acquisition to brand building and supporting customers and employees. Erin Young, President of Canadian e-commerce retailer Well.ca, advises being proactive and using your brand essence to guide your decision-making. “What do you stand for?” challenges Young. “It’s extremely important as we navigate through the crisis.”
Reinventing through consumer Insights
According to Meghan Nameth, SVP Marketing for Canadian department store Hudson’s Bay Company, the silver lining is found by connecting to consumer insights. Nameth asks, “Can you walk away from legacy programs? Think differently about your promotions?” Her company has used the great pause to walk away from paper flyers and to reinvest in digital marketing.
Demonstrating value through data
“Data is king,” according to Martin Fecko, CMO of Canadian direct bank, Tangerine. He advises marketers to “demonstrate value through data to build your case, not just your perspective.” Conduct research and have important conversations with customers. Revisit your customer personas, as consumer behaviour has changed. Many consumers are trading down and looking for value. According to American management consultant, McKinsey and Company, 30 to 40%
of consumers have been trying new brands when products are not available or looking to buy cheaper ones. For 10%, the change will be a lasting one. Now is a good time for house brands, which are on the rise.
Redefining the customer experience
Brands are pivoting in new directions. At American coffeehouse chain Starbucks, the customer experience is no longer just about the café. As consumer habits change, Starbucks is advancing the roll out of its “grab and go” stores and negotiating with landlords for more parking spots. Their focus is on how they make the customer feel in the drive-thru window, while ordering ahead using the App and picking up at the cafe.
Brands everywhere are reimagining possibilities for the future. The silver lining can only be found through leveraging data, research and consumer insights. Brands are redefining customer personas and transforming customer experiences. Differentiation is achieved by doubling down on brand purpose and connecting customers to brand values with messages and actions that resonate. Are you ready to find your silver lining?