As reality of the disruption caused by Covid-19 dawns on
management, it is time we review cultures traditionally
considered the norm and the plans that were guaranteed
in every marketing plan ready for roll-out but now cannot be
executed.
Culturally some of our corporate norms are being redefined.
Physical office presence is now viewed as a risk factor in spreading
the deadly virus and employees are being encouraged to work from
home. Could this be the beginning of mass transition into the
virtual space?
Depending on how long the virus will stay with us and the impact
of social distancing in our midst, the corporate world may shift for
the long haul towards virtual working thereby easing pressure on
the limited per square meter space in the physical office blocks as
a cost cutting measure and for health concerns. This will cause a
huge disruption to the real estate industry.
The crop of business development professionals who depended
heavily on setting one-on-one meetings to seal business deals by
trotting wide geographical locations may now be viewed as high
risk deadly disease spread agents more so by their would be hosts.
This category of professionals may have to leverage more on virtual
meetings to keep their businesses going, a major deviation from
the past.
A modest corporate with about 100 staff would gather periodically
perhaps on a weekly, monthly or quarterly basis for an all staff
meeting or the CEO address. Such forums may shift to the
virtual space especially where staff are scattered across different
geographical locations.
Marketing And Promotional Activities
The common marketing and promotional tactical approaches are
not spared by the ravaging pandemic. Take a look at the following
list of activities in the face of the prevailing situation in the current
ecosystem.
MARKETING DISRUPTION
Back To The Drawing
Board: Marketing
Disruption
By Vincent Oduor
entertainment or any other attention seeking stunts on a
pre-defined route plan, engaging the crowd and pitching to
them whatever brand appeal or message that we targeted to
pass across. The key performance indicators of a successful
roadshow would be the number of audiences reached per route
amongst others as dictated by the promotion mechanics and
the objectives.
Roadshows are going to be off the promotion activities list
for quite some time because of social distancing as a measure
towards avoiding infections and may be avoided until Covid-19
is gone or a substantive vaccine is found.
Live Concerts, Theatre and Events
Sponsorship
Live concerts and events have been one of the key avenues
for brands to engage and connect with the target audience
through sponsorships and partnerships. For the organizers,
a source of revenue stream and a big source of employment
in most economies around the globe. In fact, it is one huge
industry on its own. Due to the social distance requirement
during this pandemic, these have to be put on the parking lot
for now, of course with devastating effects to the value chain.
Trade Fairs & Exhibitions
Trade Fairs & Exhibitions have grown significantly over the
years with the industry taking specialty focus in areas such
as agriculture, agri-business solutions, security, packaging
solutions, education sector, motor world amongst many others.
These trade fairs have been offering a rich platform for brands
to engage with selected target audience, but for now they have
to be put on hold. Highly mechanized brands that heavily relied
on these forums have to design new ways of reaching the target
audience more so for technical functionality demonstrations.
Food & Beverage Sampling at
supermarkets and stores
the stores. With the exception of take-way
mechanic, on the spot physical sampling
will definitely not be encouraged at the
stores for hygiene reasons at least until
the pandemic wanes.
Team Buildings And
Corporate Gate-Aways
For the lovers of team building and
corporate gate-aways, the party has been
spoilt. Social distancing by working from
home in order to avoid the spread of the
virus is basically demystifying the fact
that a loner approach to work is after all
not as bad as had been portrayed prepandemic.
These activities will not be
feasible for the foreseeable future.
Looks like everything is on a pause
mode, right? Well, that is not the case.
The digital space may be emerging as the
big time winner at the height of partial
and total lockdowns occasioned by the
pandemic. Here-under is a highlight of
some of the opportunities presented to
brands by the digital space.
Online Magazines
With engaging brands such as Marketing
Africa Magazine having evolved overtime
into the digital space, brands can continue
to connect with the wide readership on
the digital platforms while submitting
to the social distancing clarion call.
Some unique features are that you can
flight augmented reality ads as opposed
to the traditional hard copy prints and
everything is interactive.
Social media & Pop-up ads
Social media and pop-up ads if well
targeted may offer a good platform
for advertising since most people are
hooked up to their screens searching for
information during this period.
Radio & Television
These media channels may have gotten
a vibrant lifeline in the face of this
pandemic. I lack official research data on
what may have transpired but my thought
is as good as yours.
Online-Training & Learning
Whereas physical meetings are greatly
discouraged during this time, the virtual
space offers a perfect opportunity for
continuity of meetings, trainings and
learning through app based platforms
such as google hangouts, zoom amongst
others. Other more advanced innovations
are expected to hit the market soon.
A good number of Schools globally seem
to have seen this opportunity and quickly
tapped into it, however the challenge
remains in the inequality of distribution
of support devices such as tablets, smart
phones and laptops especially amongst
low income populations which has deeply
hindered penetration of online learning.
In the words of JF Kennedy,” Change is
the law of life and those who look only
in the past or present are certain to
miss the future”. Therefore, quickly let
your mindset and strategies adapt to the
emerging world order for posterity of your
brands.
Vincent Oduor is the Chief Executive
Officer of Star Cafe Limited in
Uganda. You can commune with
him on this or related matters via
mail at: [email protected]
Roadshows
A typical roadshow involves pulling of a crowd through
Those who have worked in the Food & Beverage industry know
the power of consumer sampling and the impact it can have in
generation of product trials and subsequently shelf off-take at
80
MAL36/20 ISSUE