The COVID-19 pandemic has been a disruptive force like no other, fundamentally changing the world as we know it – and how we interact with it. People are living, thinking and buying differently. Brand marketers must recognize that consumers’ new habits will endure beyond the crisis and permanently reshape their behaviours, values and confidence levels.
Considering the effects of the virus, some people feel anxious and worried – contributing to panic-buying of household staples – while others remain indifferent and even resistant to new health and safety requirements, especially those now mandated by certain cities and shops. Targeting the “consumer in crisis” requires moving from the days of one-size-fits-all marketing to customized and personalized messaging strategies. Brands need to know their customers better than ever before, and how their priorities may shift in the long term.Read More
Over 135 days have passed since the declaration of the global coronavirus pandemic. It was just a few days earlier that the NBA took swift action suspending its season indefinitely due to safety concerns when a player tested positive for COVID-19 – how quickly things evolved from there. Since that time, we’ve witnessed thousands of live entertainment events around the world, and here at home, having no choice other than to postpone, cancel or shut-down permanently, leaving many questioning the future of live entertainment.
As the situation has evolved, discussion in the media around the industry and future fan and consumer behaviour has heated up…Read More
Every year since 2016, we’ve released the Nourish Trend Report. It’s our look ahead at the significant trends we predict will change the landscape of the food and agriculture industries. We’re happy to say that, almost without exception, every trend we’ve identified is either still going strong, or has undergone its natural evolution to a new phase. You can view some of our previous years’ Trend Reports here:Read More
Let’s start with the bad news. According to a survey by McKinsey & Co., very few businesses are satisfied with their marketing efforts around personalization, which involves applying data and artificial intelligence on individual users to deliver them relevant offers and information.
The good news is that there’s lots of room for improvement, and therefore plenty of opportunity.Read More
It’s a challenge to define the core DNA of your brand, let alone do it during a pandemic or extreme social unrest. In the current market environment, a spotlight is shining in dark places, making customers more aware of a company’s values and how it’s interfacing with the world around it. COVID-19 and the fight for civil rights have magnified and amplified the need for businesses to have a purpose beyond just the financial. Now, consumers are making purchase decisions based on your core DNA – what you stand for and how you behave.
Given this, it is necessary to both understand and respond to the evolving marketplace as well as to ensure that your organization has a clearly stated raison d’être to meet the demands of changing customer mindsets. But how?Read More
Is experiential marketing (XM) dead? We’ve heard this question since the start of this pandemic. From suppliers, vendors and even clients. Admittedly, it’s a fair question. There are no events and people need to stay at least six feet away from each other, so why would they want to be in a crowded public space, let alone get close to strangers. Is this truly the end of experiential marketing?
The Need for Interaction
The answer is a resounding NO! The truth is we have a natural chemical—Oxytocin—hard-wired into our DNA, which makes us crave social contact on many levels. It’s released in our brain during social interaction and contact, increasing happiness and reducing stress. So on a very base level, we need social engagement and, when we’re deprived of it, we begin to crave it.
Now, the challenge is that COVID-19 has made mass attendance at places like malls and music festivals impossible. However…Read More