One sentence BIG IDEA:
Promote value, availability, and convenience through your brand.
Why is this relevant to marketers?
In 2021, success will come from a focus on flexibility, innovation, and visibility. About 20% of U.S. consumers have switched brands during the Covid-19 pandemic, with nearly three-quarters of these consumers intending to stick with the new brand. Due to limited value, availability, or convenience during the pandemic, Americans are more likely to try new brands, retailers, and modes of purchasing.
What are your tips or recommendations for attendees?
Find ways to show consumers that you are listening to their concerns.
Prioritize the immediate needs (value, availability, convenience) of each of your audience segments.
Update and align brand messaging and creative elements to reflect changes in consumer behavior and decision-making factors.
Consistent brand visibility and communication will help create brand loyalty during uncertain times.
Know the core values of your brand and how these resonate with consumers.
A strong foundation will help your brand adapt and embrace unexpected change with successful agile marketing.
Review your customer personas (current target audience segments) and analyze your customers’ priorities.
Conduct a brand audit to discover any areas with potential to strengthen consistency.
Challenge for Attendees:
Consider if your brand speaks to consumers and their current needs. Then, consider if your brand is positioned for long-term success and ready to adapt with changes presented in the new year.