Last week, I talked about how having a flawless digital storefront was the bare minimum marketing requirement in the post-COVID age. So now that your webstore is up to scratch... how do you actually market to people? The first thing to consider is the working from home revolution that happened behind the scenes last year.
#2: Appeal to the Working from Home revolutionEven before COVID hit, working from home was slowly, steadily, becoming more and more accepted. Most corporate jobs allowed senior members, particularly those who didn't actually need to be in the office every day, to WFH a few days a week. Then COVID hit and every single workplace in Australia was dragged kicking and screaming into the reality that everyone who can feasibly do their job at home, must stay at home.
Suddenly, there are a whole bunch of people stuck at home that usually aren't, and that's going to have a massive impact on consumer spending habits. Take the ultimate Melbourne office worker's staple for example: coffee. If you're not going into the office, you're not picking up a take-away coffee on your way to work. But you still want coffee, so maybe you'll be thinking about investing in a nice espresso machine to keep at home. And you'll want some good quality beans to go with that. Maybe as a marketer you want to run campaigns on how people can use your products to make café-quality cappuccino's at home?
Suddenly, there are a whole bunch of people stuck at home that usually aren't, and that's going to have a massive impact on consumer spending habits. Take the ultimate Melbourne office worker's staple for example: coffee. If you're not going into the office, you're not picking up a take-away coffee on your way to work. But you still want coffee, so maybe you'll be thinking about investing in a nice espresso machine to keep at home. And you'll want some good quality beans to go with that. Maybe as a marketer you want to run campaigns on how people can use your products to make café-quality cappuccino's at home?
Of course, now we are out of lockdown and are slowly (and safely) returning to the office, but it will never be at the same capacity as pre-COVID. The genie is out of the bottle, and now that so many workers know that they can work from home, they will demand it, and some form of WFH will become the new normal for many people.
With that in mind, you need to think about how you can market your message to appeal to the newly-minted working-from-homers.
Check in next week for #3: Digital first, second, and last
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