We are living in a world that is rapidly changing. The context within which our brands exist has changed dramatically in the past two months and will continue to change in the months to come.
Our brands need to change with it. There are steps we need to be taking immediately to ensure that as we collectively emerge from quarantine, our brands are equipped to not just survive, but thrive within this new reality.
What follows is a high-level summary of the 12 recommendations found in The Road Ahead developed by Ogilvy Canada outlining the things all marketers should take into consideration to ensure their brands are resilient to the changes happening around us and prepared for the future that awaits us.
Click here to view or download the full report. http://ogilvy-canada.com/en/theroadahead
1. Adapt for enduring health anxiety.
People will continue to seek reassurance from brands that their safety is a priority.
2. Focus on your community.
Consumers may tire of “we’re in this together” messages but there is no doubting there is a new sense of community.
3. Account for financial insecurity.
While plans to restart the economy have resulted in boosts to the stock market, most consumers continue to brace for what they anticipate will be a lengthy recovery, and their shopping behaviour is likely to reflect this new reality.
4. Optimize customer experience.
Customer experience should specifically be revisited through the lens of the three new consumer trends outlined above.
5. Lean into E-comm.
Brands have little time but a big opportunity to optimize their customer journey to suit a full online experience.
6. Use CRM to nurture new relationships.
Leverage CRM and social platforms to build momentum, activate existing users, and turn new customers into loyal customers.
7. Stay connected with social.
Social channels have become a primary means for brands to stay connected with their consumers. Brands should continue leveraging these channels.
8. Revisit brand positioning.
Now is the time to revisit your brand foundations and determine what, if any, adjustments need to be made to future proof your brand without losing the core of what made your brand unique in the first place.
9. Adapt your communications plan.
And just like your brand positioning, your communications plan will also likely require revisiting if you haven’t already.
10. Revisit your innovation pipeline.
Marketers should continue to invest in R&D to maintain relevance both during a crisis and beyond.
11. Invest in your brand.
Maintaining ad spend during a recession and capitalizing on any positive momentum or goodwill, will be important to ensure long term brand growth.
12. Follow your consumer.
Begin testing new formats to meet consumers in the new channels they may have familiarized themselves with over the past couple of months.