Nowadays we often hear “We’ll get back to normal when we get through this.” Is this sentiment a thing of the past? To answer this, we need to explore what ‘normal’ means. According to the Oxford Dictionary, normal is ‘conforming to a standard; usual, typical, or expected.’ Right now, we are all well and truly deviating from the ‘normal’ and that’s a fact of life. The new norm in business is that everything is a little abnormal and we need to be agile, pivot and transform our thinking.
The one constant in our universe is change. Having a deep understanding and appreciation of this concept can help us all move forward and position ourselves for growth.
In this rapidly changing world, we need to innovate and stop hoping that things will go back to how they were. They won’t. Our future is abnormal. You can either be a victim or become empowered to search for new and exciting opportunities. We can’t control the fact that the world is changing but we can control our attitude and perspective.
Let’s face it, things are tough right now for a lot of businesses. During these times it’s important to spend energy and time on your marketing efforts. Not in the ‘normal’ way but rather the new abnormal in business. Appreciate what’s going on in the world, in each country, in each community and respond accordingly, with finesse and sensitivity. This is when you need to set yourself apart from your competition and ensure your brand is seen as stable and aligned to your clients’ needs. Investing in your marketing and brand right now will result in positive returns in 6 to 12 months… or sooner.
Here’s what you can do:
Be creative – and create a culture of smarter thinking within your organisation to stimulate innovation.
Re-calibrate – your business strategy and offering with the changes in customer behaviour and needs. Find new ways of solving new issues your existing customers are facing. For example, Cape Byron Distillery, who produces gin is now producing hand sanitiser. Their first production run of 4,500 units of 500ml bottles sold out in less than an hour.
Find the gap – in your market place to increase your market share by winning over new clients.
Maintain and grow your brand – by being consistent in its delivery, service, quality and performance. You want your business to be viewed as being a strong and dependable partner for your clients.
Build strong relationships – through regular and targeted communication. Understand your customer needs and ensure you are cross selling across all your product and service offerings.
Always support – your clients and partners. Ensure your activities add to your client and partner’s bottom line so we all benefit together.