June 19, 2020


For many of us the pandemic has challenged our businesses. Even the strongest of brands have had to find ways to stay in touch with their communities & customers by adapting their services and products.  Restaurants very quickly started to provide online ordering, delivery and take away services, fitness instructors, who lost their income overnight, took their sessions online, many not charging, in the hope that it will continue to build on their communities for when the ‘new normal’ starts.  Beauticians started to focus on product-based selling rather than giving their normal face to face services.

Some business transformations have been even more dramatic. Manufacturing companies turned to producing PPE and some breweries pivoted to make hand sanitizer.

Many brands realised very quickly that their digital store front has never been so important.  Customer behaviour changed dramatically and they are now more digitally savvy than ever, with heightened expectations for digital experiences.  Brands must deliver on this.

They also realised their limitations in their data, e-commerce and technology, the need to deliver better quality customer engagement is now high.

Brands are looking forward to returning to normal, but they need to be planning for the ‘new normal’.  This pandemic has changed customer behaviour, and I cannot see it going back to the ‘old normal’ – I think it will be a mix of both.

If we use restaurants as an example, they may decide to continue their takeaway and delivery services.  The same as someone who moved their face to face consultations online. It’s a much more flexible option that could be a permanent part of their business strategy. Universities have been forced to evolve to video conferencing solutions instead of classrooms. With the cost of higher education and student loans worrying these generations and students becoming comfortable with this lower-cost alternative, will COVID-19’s impact disrupt the entire system?

The global pandemic has questioned our way of working and brands now need to look at the changes that they made, the ones that have been embraced by their customers and ensure that they continue to provide the same service moving forward.

The brands that emerge strongest on the other side of this crisis will be the ones that took the time to deepen their connections with their customers and communities, rather than merely adding to the COVID noise.

How has Covid-19 changed your business?

Agility, patience and resourcefulness are what you need.

 April 20, 2020

 Agility, patience and resourcefulness are what you need.

The challenge facing all marketers is how to generate revenue with so much uncertainty.  Today’s reality is quite different than it was just a few months ago, and that means marketing is more critical than ever.  Activity rolled out now could become the most important, impactful and valuable activities in your company/businesses history.

Here are some tips on how you can manage your marketing efforts in the months ahead.

Keep communicating with your customers

It’s business as usual for your customers and partners and they need to hear that message.  Customers need to see that your business is stable. Be consistent and over-communicate during these uncertain times. They will all be online quite frequently, so be where they are, show up and increase your social activity.  Be helpful, add value. Don’t stop.

Create new tactics to execute planned campaigns

Moving forward with any planned activity will demonstrate that your business is surviving through this downturn.  You may have to adapt the activity and execution will likely require new tactics for this new era.  Embrace new tools and technology, and be willing to learn and adapt quickly.  For example, did you have an event planned?  For now, focus on being the best company at hosting virtual/online events.  Presentations, expert panels, coffee breaks, office hours can be virtualised with some creativity and offer opportunities to build connections and relationships with key audiences.

Invest in team relationships

Maintaining your staff’s trust and your own credibility is a top priority during challenging times. Do not lie about the current climate. Tell the truth and most importantly, come together.  If you roll up your sleeves and power through as a team, you will be stronger and more agile in the future.

Shine as a leader

Leaders shine in challenging times, and now is the time to take that role. Your company needs to know that everyone can rely on the marketing team to lead, and then demonstrate that through action. Map out a few examples of activities your team will be launching in the months ahead, and inspire other departments to do the same, and set the example for proactive teamwork to combat this challenging time.

Help, add value and don’t exploit

If you really have an offering that can help your customers through this time, then offer it. If you don’t, then don’t exploit the pandemic for your own gain. Instead, focus on strengthening customer relationships by being helpful and adding value.  Keep front of mind and customers will likely remember your helpfulness when we come out the other side and your brand will be stronger for it.