Post Corona Marketing - Social Closening
Social closening is going to be a big thing come summer 2021, is your brand or product ready to be a part of the big party?
Sooner than you think the masks will be off, restrictions lifted and all that pent up need to be with and play with other people will explode. People will be back travelling again, it will most likely start out with domestic travel while people reconnect with relatives they have not seen in a long time. Long lost friends and family will all get together in large groups. Family reunions will be all the rage again. People will go on vacation together and rent large house Airbnb’s like never before.
DIGITAL TRANSFORMATION - It goes without saying if you are not in the middle of a massive digital marketing transformation, you are already way behind. Like it or not ALL marketing is digital now. The rate of change has always been rapid in digital marketing. New tools and tech, fierce bidding competition and changing consumer behavior and expectations, the playground shifts often and with little warning. If you don’t have your data game on, get to it. With privacy lockdowns, getting to customers in the market for your product is getting harder and it will get worse. Do you have a solid TV attribution solution in place allowing you to make data-driven media buys? Market better using your customers data, leverage (or get) a CDP or CRM. Know your true customer lifetime value, rate of second purchase, chase those KPI’s and get efficient.
CREATIVE - Start thinking now how your creative message will connect with this new mindset, be relevant with this new paradigm of freedom and fun. Envision groups of happy people smiling, hugging, connecting with one another while enjoying your product or service. Make sure your brand is part of this party. License the song from Prince and party like it’s 1999, it’s gonna be a celebration!
Digital creative needs are just as important as broadcast or mass media. The most agile, data-driven media planning means nothing if the creative misses. Great creativity still cuts through the online ad clutter and can deliver better returns than the most brilliant media buys.
MEDIA - On the media side, get ready for impressions on TV to go up as travel and restaurant dollars pour back in, place those upfronts now before the storm comes. Lock in a few deals with OTT / Hulu before you get hit with an increase on the CPM side. There is not much you can do on the biddable side if your category starts getting high demand. Just put some ghost budget aside to account for that.
I’d love to hear your ideas and how your brand or product plans to market post Corona!
Chief Marketing Officer, Board Member
3yWhile most of us personally aren't ready to make the leap, this is a great call on starting to get ready professionally for a return to norm, or to a new norm. Thanks Scott Perry, this is a very thoughtful start for what is to come . . .
Digital Marketing Executive Specializing in CRM, Email and Paid Media Strategies
3yOnce the masks are off, people are going to need Medical Grade skincare and related services to look and feel their best. At Samara MedSpa (www.samaramedspa.com) we are ready for people to come out to the celebration. We've already locked in some premium spots on local TV and of course continue to main a strong brand presence on Google and Social Media. I am also locking up Billboard Ads while the rates are low because people will be driving more Good luck everyone!