3 Ways to Win Reopening
Clearly things have changed and there’s no playbook on how to succeed in the future.
I believe the key to commercial success in America’s reopening is a renewed focus on the customer; understanding how they’ve changed, what their new expectations of you and your competitors are - andre-engagingwith themon that basis as they sort and reorganize their everyday lives.
This suggests taking three decisive steps:
1.向我们滚动袖子innovateand embrace all the change that makes doing business with you simpler, more convenient, more honest,and saferthan ever before.
- Thinking from theoutside-in and renewing your respect for the customer by placing her at the center of the enterprise
- Understanding what she values most about you now, today,not yesterday,and addressing her with appropriate respect and reassurance
- Re-examiningeverythingabout your pre-COVID-19 go-to-market strategy;which may suggest answering these questions:20-Questions-to-a-Better-Business-and Brand
- Looking beyond short-term sales transactions to long -termrelationships
- Viewing marketinghorizontally在伴随矩阵y, not just as a function or a silo, where everyone’s focused on the care and feeding of the customer...
- Being a brand, not a product verging on a commodity; knowing precisely what you stand for to your customers and investing additional, authentic new meaning in it
2.如果没有完全重新暂停您的品牌，以及它触及您的前景和客户的各种方式
- Bringing heightened empathy and transparency to your brand, purchase, and customer experience.
- While first beginning at the beginning by understanding and empathizing withyour employeesas they deliver the customer experience, the business, and the brand. Obviously they’ve been dramatically disrupted like everyone else, and if they’re not firing on all cylinders your business won’t either...
- Understanding and empathizing withyour customers;questioning everything you thought you knew; acknowledging their new anxieties and confusion.
- Becomingbetter listenersin the process; better than you were before and better than your competitors are, and then being - and beingseento be - both更容易获得and响应as a result.
3. Finally, winning in thenext normalwill mean recreating your messaging to communicate change to far more stressed and less sure, and therefore more skeptical and selective, customers and prospects…
- This will require new storytelling...
- Conveying real innovation across your brand experience
- That your business and brand are both safe and secure
- That you’ve changed, innovating beyond what your customers have always loved about you to meet their new expectations
- And then reaching out in new and unexpected ways
- With clearer, more relevant, reassuring and forgive me, more honest messaging – which all point to new, more unique, and proprietary campaigns
- While testing, measuring, learning, and refining frequently as you go
About the Author: As the Founder and Principal of Five Mile River Marketing,Louhelps companies from the Fortune 500 to venture backed start-ups look ahead, embrace change, and sustain success. A versatile business strategist, Lou’s expertise in marketing, branding, and innovation have made him a trusted advisor to some of the world’s most enduring businesses and well-regarded brands, including: AT&T, Castrol, Citigroup, Fed Ex, Labatt, Nestlé, Nikon, P&G, Sara Lee, Schweppes, and UPS.Five Mile River Marketing提供服务，将价值主张和上市战略定义为领导促进和对准;从企业和集成营销计划创造一个动态品牌定位;以及如何成为一个真正为中心的组织，以有效的公司，营销和员工通信。