New Zealand is preparing to exit lockdown and return to a resemblance of normality.
We’ll forgo the hugs and high fives we want to give teammates, my pack training runs will have to wait a bit longer, but shops will reopen, and we’ll get back to some of our old routines.
Kids will return to school
But I’ll miss weekday family breakfasts, lunches and dinners. Something we’d never managed to accomplish pre-covid.
We’ve been working, but those who couldn’t work from home, join us.
Retail, services, hospitality and tourism in its new form can start to piece things back together. It’s a fantastic time to reprioritise. Re-evaluate priorities and what will be the new normal.
There’s plenty of opportunity
The world will be watching to some extent, as we’re the class that the teacher let out to play after the rain. Everyones gonna be envious, and looking out the window. If we make it all muddy, the others will blame us for their teacher keeping them back longer. Time to keep it green and impress with our playground moves!
Fundamentals haven’t changed. Solid solutions, to your client’s big problems, still win.
At FileInvite, our Go Back To Market plan is executing on more of the same tech that’s powering professionals to collect sensitive documents remotely. We’re already seeing that barriers are falling globally and that in the software space, being local is less of an issue.
Here’s some thoughts from a marketing perspective
1. Use your Zoom skills, and ability to focus on needle moving activities, to your advantage. The last months haven’t been distraction free at home. Finding big levers to shift the needle has been even more important. I’d also say: chase big wins, even if they’re on the other side of the world, or local clients you thought you were too small to tackle.
2. The advertising space has had a massive shake up. Being one of the first countries exiting lockdown gives New Zealand a great First Mover Advantage. With Travel and Hospo adjusting, I think we’ll see some big changes in ROI.
3. Marketing with conviction and a compelling value prop will be key. There’s going to be a lot of all nighters as the winning teams, the ones that will have money to spend, are going to be busy earning, building their businesses back up they’ll want no nonsense or no fuss solutions.
4. I also hope we’ll see some quality creative and something different to the current loop of: “Now more than ever, in these challenging/difficult times, we’re here for you, it’s about the people, united in our separation, and thanking our front line staff, (who help you buying our stuff)”.
And a little less unprecedented unprecedentedness please.