As we go through the 11th week of COVID-19, I thought I would detail how iFrog is thinking about messaging for our clients. It is so important for today’s marketing solutions companies to help steer clients through this pandemic and help them position their brand for success throughout the process.
You’ve heard of solving for x. Our “x” was the plan for when states shut down in-store retail. In many states, they could still conduct online business through appointments, sales delivery mechanisms and service centers, which were still mostly deemed essential. During this period, we told our clients to “pause.”
Key considerations for Pause (Respond/Retain):
As we move into the state of recovery with certain restrictions being lifted, it is critical that both customers and employees feel safe and are in a safe environment. Recovery is broken down into 2 parts, the first part is the initial recovery where there is gradual restoration of marketing. Then, as the recovery gains momentum, we deploy a more aggressive marketing plan aimed at gaining share. We coin this phase “caution.”
Caution (Recover/Ramp Up) Part 1
Caution (Recover/Ramp Up) Part 2
Key considerations for Caution (Recover/Ramp Up):
Finally, we get to the “go” phase as the new normal settles in and industry comes back in a big way. This area of marketing has a specific focus on target audiences around online retailing, which will increase immensely during this time. Honestly, increased online retailing will become the new normal.
Go (Thrive/New Reality)
Key considerations for Go (Thrive/New Reality):
We built out this messaging with the very real possibility that recovery may not be a straight line and that we may have a setback or two. Our messaging strategy had to account for all scenarios.
At the end of the day, at iFrog, we are continuously working with our clients and partners to make certain they are ready to maximize any of the environments that they find themselves in so they can prosper. It is important that we think about the consumer and their needs at all times. We need to help our clients stay in touch with their customers with the appropriate message. The feedback from our clients has been outstanding and we will continue to work 24/7 in guiding them through this pandemic and onto great prosperity. Damn, this whole situation still goes back to the first thing we all learned in business school – right message, right person and at the right time.
Pause, caution, go! No matter the phase, we are here! Hit me up 24/7 at firstname.lastname@example.org to discuss how iFrog can help your business prosper.
As always, stay safe and be a pirate! #ifrogmarketing, #pirates, #oneteamonemission
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