- Recognise the different generations & cohorts
- Be useful, join and respect the new customers
- Don’t overlook the basics
- Employ Innovative strategies & agile ideas
Brands cannot remain ‘on pause’ indefinitely and victory depends on your ability to connect with your audiences, which goes far beyond passive updates on social pages and the application of social distancing graphics. It’s time for a new vision along with more agile ideas.
According BVA BDRC most recent tracking survey whilst the average mood of the nation remains static this week at 6.7, with little change in the last month, new government guidance means that the proportion of consumers anticipating simple pleasures of a visit to a country park or scenic area in the next month has jumped significantly from 20 to 32%.
This weeks’ conversations about life after lockdown have seen an update in priorities with seeing family and going to the pub (in that order) as the hot topics! The most used words of the week and main conversations include ‘family’, ‘friend’ ‘visit’ ‘see’ and ‘holiday’. Travel and Tourism accounted for 19% of peoples’ ‘most looking forward to’ indicating recovery campaigns for brands in this sector should focus on personal relations, a sense of freedom, fresh air that holiday travel and visiting with extended family could offer after lockdown.
All the research indicates that Covid-19 will alter but not deter travel and luxury purchases – they will become more ‘silent’ and less ostentatious with a focus on heritage and wellness – the desperate desire to have Instagram feeds with glamourous backgrounds could be replaced with more simple pleasures, hyper local scenes and family archives. And whist luxury goods might see a ‘revenge buying’ spike, holiday planning times will increase, the customer journey extended, and expectations shifted.
Different World Order
Right now, the proportion of people planning a UK holiday is at its highest point and despite Government restrictions there is still an appetite for international travel – revealing a lot about societies optimism. There’s continued talk of a surge in domestic travel and localism, the traveller’s new expectation of health and safety protocols, the rise of travel bubbles and of course, a natural gravitation towards outdoor spaces.
With a decrease in those still entertaining the idea of a UK Summer Holiday (41%) – significantly lower than pre pandemic levels – despite the hype of a summer staycation, brands will need to work hard to attract a smaller pool of guests. While there is plenty of evidence to suggest that demand will exist, operating on that rosy assumption alone is not enough, given their free time and high disposable income, efforts should be made to reassure empty nesters that visits will overcome their concerns. For those considering the UK, those who will travel will do so within their regions so effort should be focused locally too.
Break the Seasonal Structure
In our ‘Confidence will be the new Contagion’ newsletter we talked about ideas to instil confidence and to extend the season (with an extra bank holiday being tabled for October, planning for this starts now) but bank holiday or not– it’s time to knock on the head seasonal campaigns and switch to always on – tracking the mood of the nation and placing the brand at the heart of society.
Donations not Discounts
Offering discounts is a big no and can have a negative effect on brand health, with less than 30% of consumers wanting to see brands offering discounts, donations and promotions, this indicating that consumers understand the difficult situation many brands are facing. Although, six in ten Brits (61%)would prefer large companies to pay what their taxes, putting their employees and their customers first and for hygiene protocols to be put in place withjust a fifth (18%) saying they would prefer companies to continue their charitable giving, brands need to provide incentives and rewards to customers instead.
Best Foot Forward
As our safe space moves from homes to parks this should be reflected in the methods of comms and visuals. 39% of the UK are walking outside regularly – up 5% in the last week. Think about how to go on that journey from driveway to pathway with your audiences. Put simply, recovery isn’t about unpausing,it is restarting, reconnecting with audiences and conveying brand image with timely, clear and positive messages.
- Recognise the different generations and cohorts – 75% of buying experiences are based on emotion, failing to understand the mood of your consumers will be more damaging now than ever – ‘buy now’, might be replaced with ‘when you are ready’ and ‘closed’ with ‘back soon’. – discounts and incentives to book are a big no, no, but low deposits, donations, flexibility is key.
- Be useful, join and respect the new customer journey – consider what has been broadcast when someone leaves there home to go on a walk, there are now extended lead times awareness to conversion, brands need to be flexible enough to ride the storm, and understands and adapts to each ‘passengers’ needs as they take their own time to release their pause button.
- Don’t overlook the basics – like updating opening on websites, google etc and don’t be lazy – people still want to be entertained and inspired, showcasing cycle and walking products will be a welcomed distraction for the public and an opportunity for the products sales themselves.
- Innovative strategies—grounded in data-driven insights research—to immediately influence the purchasing decisions of todays and tomorrows consumers.
Get your plans in place with clear and positives messages! It’s time to discuss how the key takeaways affect your brand, to generate ideas to combat threats and to realise the opportunities.
Team Vivid x