For a hundred years, we’ve never made a lifestyle adjustment quite like the one we’ve had to make during the coronavirus pandemic. As a result, many organizations are seeing visits and sales drop. Others may be seeing them rise. The reality is that the behavior patterns of customers are changing dramatically to accommodate this public health emergency.
As a communicator and marketer, do you still know how to reach your audience and customers during this time?
Dr. Stephen Covey, author of The 7 Habits of Highly Effective People, writes in his book that it takes only 21 days to make a new habit stick.
Now that we are three months -- 90 days -- in, do you know what sorts of new habits your target audience members have adopted?
Here are just some samples of new habits a few real people I interviewed have already established:
Rooted in new habits are new priorities -- of taking care of self and family, of saving money, of simplicity in the midst of new demands, and of trying to help others during a stressful time.
The good news is that with a bit of market research -- like the list of habits and behaviors above -- you can reexamine your outreach and promotions to align your customers’ current top values with what you have to offer them.
With that said, here are three ways to make your marketing more pandemic sensitive:
Staying attentive to these three practices during the pandemic will go a long way in helping you connect with your customers. At a higher level, we also recommend that you revise your strategic communications plans. This may require some dramatic rethinking, not of your mission, but of how you implement it. 2020 has been a shock to the system, but with the right sort of planning, great change and hardship can also bring new opportunity.
Training Director Michelle and the SPI community share advice and respond to real strategic communications quandaries.