Marketing in the age of corona – how can you stay top of mind?

Be honest: can you name the last 5 places where you sat down for coffee? Or the last 5 stores in town where you made a purchase?

Out of sight, out of mind? A marketer’s nightmare, but it’s also a realistic concern. How can you ensure that your brand is the first to spring to mind when the current restrictions end?

Of course we have all seen appealing, creatives responses to the current situation. Whether it’s a new product or an alternative business model, some companies have found a smart way to make it through this crisis. But the reality for most companies is that the current restrictions have made it tough to sell their services and products.

There will come a day when we shop in town again, and some of our retail business will move back to the high street. Services will also be delivered ‘in person’ instead of behind Zoom, Teams or online forms.

When that day comes, we marketeers want our brands to be the first that comes to mind for both new and existing customers. But how can you ensure that you really will be top of mind?

Naturally, you can pull out all the stops and roll out large-scale advertising on billboards and online. Push push push. But by merely creating visibility without actually being able to deliver a service or product you run the risk of wasting your breath. And throwing away a significant advertising budget too. 

I doubt that’s the best way to ensure a top of mind position once the corona restrictions are phased out.

So what can you do? Here are a few ideas. 

Five tips to stay top of mind during the coronavirus restrictions:

  1. Strengthen the contact with your existing clients
    • Cherish the customers you do have. Once business starts opening up again, they will be your ambassadors. Think about a loyalty programme with rewards, or discount for introducing a new customer like Hello Fresh. Make sure that these clients remain well-informed about your business and products.
    • Don’t be discouraged by their low number: see it as an opportunity for more personal contact. B2B companies could consider increasing their relationship management. Invest time in your current clients now and yield the returns later.
  2. Ask your clients to help you create the future
    • Stay in touch with loyal clients who you cannot reach in person. How do they see the future? What problems and obstacles do they predict in the coming year? Together, you can explore the ways you can help them. What services and products will they buy from you in the future?
  3. Create visibility by providing help and support
    • Share your knowledge and tools online. This will allow you to reach your potential clients of the future. Examples include webinars, 1-on-1 consultations, podcasts, but also free downloads like whitepapers and e-books. Another example could be a tips & tricks document that you can send to clients and offer new leads in exchange for an email address (lead generation).
  4. Use the calm before the storm to get things in shape, both offline and online
    • Offline this could be checking inventory, or cleaning up your CRM
    • Online you can collect reviews and references, update your content including product descriptions, give your home page a fresh coat of paint with new photos and content.
  5. Look ahead
    • Which restrictions most affect your company? Plan a number of possible scripts to prepare for the continuation, partial ending and complete ending of the restrictions.
    • Be sure to include communication with your target audience in each of the scripts. Keep them informed of your plans.

I’m curious to hear how other marketers see this. What are you doing to ensure that you will be top of mind? Any ideas to share?

Nederlandse versie

Leave a comment

Your email address will not be published. Required fields are marked *