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DATE: JUNE 2020
CATEGORY:

SEVEN STEPS TO A STRONG RESTART


John Martorana

While we have all been looking forward to the Great Restart, it has become clear that it will not be a single moment in time as much as a staggered movement back to the New Normal. Since March, some businesses have been on full pause, while others remained operational in remote form. Some will hit the ground running while others will take a wait-and-see approach. We see every indication that how a business hits the starting gate will determine its future trajectory. These seven steps can make all the difference in the weeks and months to come.

Every business should be doing these seven things now:

  • Stay tethered to your customers through your social media channels. If your social presence has been neglected until now, give it some love. It costs you nothing (a HUGE boon to your marketing budget) and your consumers are hungry for any communication you can give them during these times.
  • Give your brand a health check. Has the pandemic impacted the way consumers perceive or value your product or services? Are you any more or less relevant?
  • Gather intel. How have your competitors been using their time? Monitor their websites and listen to the conversations on their social media channels to put your finger on the pulse of consumers and the category.
  • Craft your message strategy and develop contingencies. Give thought to how your message will vary across target audiences and their decision journey.
  • Revisit your creative. Is it still relevant? Are there any aspects of your messaging or images that are "tone deaf"?
  • Get your advertising plan ready, with consideration for how quickly you can generate leads and convert them to revenue that hits your bottom line (and marketing budget). Consider giving priority to the low-hanging fruit that can help you get traction sooner rather than later.
  • Look for ways to increase speed and agility as an organization. Shell-shocked consumers, unpredictable events and fast-moving competitors will throw curves. Be ready to react, adapt and grow stronger.