3 Marketing Lessons We Can Learn From Lockdown
While most of the country was adjusting to life on the sofa, the majority of creatives spent lockdown busily applying their skills to building a new, digital reality.
From seismic communication challenges (Zoom meeting, anyone?) to navigating a world of unpredictable data, marketing has changed. Here’s a selection of must-know takeaways that can boost returns with or without a lockdown!
1) BE BRAVE
Uncertainty avoidance by companies and consumers tends to result in brands that are stuck in a time warp. It often feels like it takes something seismic to shift everything out of the rut, which is what happened on the high street during the Credit Crunch and which we’ve faced again during the pandemic. Take away normality, and consumer behaviour shifts in wild, unpredictable, and interesting ways. When this is harnessed, marketing specialists can capitalise upon it by infusing older brands with new meaning.
Rebranding requires confidence, resources, and experience, ideally with an end-to-end approach. The strategy may seem daunting, but it’s a lockdown lesson that keeps brands fresh, relevant, and reassuring, however unpredictable the world becomes.
2) KEEP CREATIVE SPEND ON THE RIGHT PATH
One of the first things that went out of the window during the pandemic was any sense of budget planning, brewing up an unexpected headache for agencies tasked with guiding organisations towards marketing success. Many companies have learned the hard way that chaotic finances can quickly become even more unravelled in the midst of a pandemic, ultimately leading to disappointing results and failed launches.
To keep creative spending on the right path, try to keep it under one roof. Aligning with a team that has all the experts in one place creates an oasis of financial predictability upon which to anchor a project budget.
3) AIM FOR A RAPID, COMMUNICATION-FOCUSED SOLUTION
Pandemics are like climbing into a rollercoaster with no seat belts. When events move fast, survival depends upon being able to ride the rhythm and embrace the reality that the G-force that is keeping the brand-safe today might send it hurtling out of the picture tomorrow. Thinking fast, creating rapid solutions - and being prepared to do it all again when the ride suddenly takes a corner - is crucial.
Whether times are turbulent or calm, agencies can use speed to gain a competitive edge. Speed is powered by efficiency, so position communication at the heart of the project.
WHAT’S WK360 INSIGHT?
At wk360, what we’ve seen during lockdown is a need for rapid, agile results that turn projects around neatly. The end-to-end approach has therefore proven itself to be highly competent and cost-effective, which is largely due to the inherent efficiency of the method. We’ve also noticed high levels of success among those who are brave enough to opt for a full rebrand, as long as the rebranding sticks to the traditional mantra of prioritising quality and cohesion. Above all, whilst lockdown may have given organisations the need and incentive to digitise, the situation has simply brought into the spotlight the message that those in the industry have known for some time: speed, agility, and expertise is the magic formula. Locked down or free to roam, the solution is the same.
To chat further about embracing lockdown lessons to move forwards, please feel free to pick up the phone (or send us a message to arrange a video chat).
