Anybody who has followed my posts recently will no doubt be aware that I’ve been fascinated with the whole support marketing phenomenon that has emerged as a result of the COVID pandemic.
Over the past few months, I’ve taken great inspiration from brands and marketers that have been doing it well, while also learning from those who… well… still have a bit to learn themselves.
What I’ve started to discover is that there is a common thread between all the brands that are successfully rolling out and succeeding with a support marketing strategy in 2020.
And that is the ability to really listen to the concerns of their customers/audience and then come up with unique ways in which their product or service can allay these concerns for the mutual benefit of the buyer and seller.
News flash: Communicating that you are following all government advice and trying to pass this off as a support marketing strategy does not place you in this category.
Providing a safe environment for your customers by supplying hand sanitiser and practicing social distancing is great and obviously important, yet if this is the extent of your 2020 marketing strategy then all you’re really doing is telling your customers that you’re abiding by government mandated laws. This is hardly making an effort now is it?
I was somewhat bemused to see a pizza shop advertise that once their pizzas leave the oven, they are now delivered to you ‘contact free’. I don’t know about you, but I’d be concerned if someone else’s fingers ever touched my pizza after it came out of the oven.
What I’m seeing in these examples, and all too many others for that matter is marketers either being lazy, assuming that they know what their customers want or simply having no idea what to actually do at the moment.
Everything we’ve experienced this year simply didn’t exist 6 months ago, which means that all those well-meaning marketing plans that were locked in late last year and all the research that was behind them need to go straight in the bin.
The brands that are succeeding in 2020 have done exactly that. They have thrown them away and started all over again by really listening to their audience and gone ahead and reinvented their marketing. At the other end of the scale, the ones that are struggling seem to have made only minor tweaks to their previous plans and are now just crossing their fingers and hoping for the best.
To learn more about what it takes to put together a successful support marketing strategy, please have a read of my previous post ‘A strategy based on honesty, compassion, empathy and care – It’s called Support Marketing.’
I always love to receive feedback (positive or constructive) on this or any of my posts. Feel free to contact me at any time.