At least in my opinion, there appears to be a little more confidence about getting back to an “old normal.” The arrival of the first two vaccines and now the third recently approved seems to have alleviated some of the fear.
No, the “old normal” is not coming back but, the “new normal” will have a lot of similarities. Even though the vaccine has not yet reached the so called “herd immunity”, the message being delivered by the media is that we should achieve it perhaps as early as this summer.
Once again, we are given the opportunity to change our marketing efforts and embrace this new potential. Leading change has been our motto since the start of the pandemic; now is the right time to re-evaluate your marketing program for the remainder of 2021.
A good way to begin is by making a list of changes that you personally will be making as restrictions ease. Next review the changes that happened within your target market when the pandemic first appeared and make an educated guess as to what they will do in the future.
If you can show confidence in the future and pass that feeling on in your market, you will gain the necessary traction to make this a particularly good year.
A change in direction requires a plan of action which must also include a time frame for its implementation. The best time to start is now! Set a deadline of one week for a completed, revised marketing plan. Your message, content, is critical as well as the development of the details necessary to turn your plan into reality.
Pick a theme. For example, A New Beginning, or the Spring after a Long Hard Winter, and show your current and future customers how they can lead the “comeback.” Become the bearer of good news in your industry; become an educator not a salesperson.
Once again, the choices you make today will affect your future! Start an aggressive campaign to deliver your message of good news.
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