We wanted to know what our clients were experiencing in pandemic lockdown, so we asked. Where are your challenges, and where do you see opportunities? While some organisations told us they were experiencing marketing budget cuts, it surprised us that most weren’t, and some were spending more to bolster their brands while they still could.
For most, the challenges were around short-term needs:
But many were also questioning longer term strategic needs:
In our experience, brands that have been quick to respond to the lockdown, have experienced success in the digital space – higher open rates, more click throughs and good acquisition results. People are at home. They’re looking for answers.
Two of the sectors we focus on are membership and charities. The benefit for membership organisations is that people do seem to be searching for connection and community, and recruitment campaigns have performed well.
Charities seem to be experiencing similar success with immediate asks, but have a slightly different challenge in that, while single donations appear forthcoming, the bigger task is to convert one-off givers to regular givers, and build a deeper relationship.
To help navigate these complexities we’re asking our clients to consider a set of questions and observations to help them see from a different angle:
But let’s keep the conversations going. Clients shouldn’t feel alone in navigating these choppy waters. We’re always on hand for a conversation, and a deeper dive into your specific challenges. Get in touch!