It sounds a bit mad – preparing for greatness post COVID – whilst we’re worrying about the more immediate issues of keeping our jobs, our homes and our health. However, it will be over one day, and the economy will gradually recover. So, this is now the phrase I find myself using most regularly with clients. The business landscape might well look a little different, but those already prepared for that moment will tackle it with more confidence.
I’m a self-confessed list addict. So, with the not unexpected slowdown in marketing consultancy work, the first thing I did was revisit the “Business to do” long list and pull the tasks that have lingered for the past six (possibly nine) months to the top. Now is the time that I feel the need to be proactive and give myself a sense of achievement by ticking things off.
Re-examine your proposition
This needs a bit of vision and quiet time. Which of your services will thrive? What do you offer that will appeal to your market’s shifted sense of the world? Will your customers be greener? Poorer? Want to buy local, or in bulk? Want to work at home more? Want to eat out every night? Home school their kids? (not me). The need for your services might have increased or dwindled, so you may need to change your proposition. The way that you have been forced to offer service during this period might become the new normal, so your channel focus could alter.
Refresh your website
Every business owner I have spoken to recently has nodded vigorously when I suggest this. When you run a business it’s always hard to find the time to do the continual improvement that websites need for SEO etc. No one is looking right now (unless you sell food) so you might as well tackle it.
Use skills to volunteer
The level of general volunteering has been phenomenal, and I hope that it continues but there are many charities that will need smart trustees to help them survive the next 12 months. I work with charities and fundraising has plummeted and won’t recover for some time. Now is the time to reassess how you can help the community in the long term.
Do some training
Invest in yourself, it will stimulate new ideas and give a sense of achievement, especially if you have been furloughed. For marketeers the IDM offer a great breadth of online courses.
Prepare a relaunch strategy
When the Prime Minister does finally press the country’s on switch, we will need a plan to restart revenue growth. First stop should be a situation analysis of both inside our organisations and externally in our marketplaces. Did we learn anything from the COVID period about channel performance? How have the competition fared? What will our clients’ priorities be? And what can they afford to pay for our service? How will we keep our loyal clients (hopefully you have been keeping up contact?) And how much has the marketing budget been cut?
From my perspective as a marketing consultant I suspect I will need to be one step ahead of my clients with ready to go strategies and plans e.g. In anticipating how their customers want to be communicated with.
It’s not a list that can be ticked off quickly but if we can get through it we will indeed be preparing for greatness post COVID.
If you need help to refocus more clearly on the challenge ahead I’m sure I can find space in my diary to chat it through with you, just email lauriedennard@perrfectmarketing.com or call 07711 640369.