Brave New World of Consumer Marketing Opportunities Dawns as Covid-19 Subsides

By: Evan Hackel
Published: April 13th, 2021

Covid-19 has already changed our businesses in ways we could never have predicted. But what further changes will we see during the recovery that lies ahead?

Some of the changes to expect will be pretty obvious: 

• Businesses could face less competition as other companies closed
• Vacant, available real estate will be more abundant
• More leverage to negotiate with landlords
• The ability to tap into a large workforce eager to get back to work

But there are subtler changes to think about too, often revolving around the question of how the people in our society now think, work, and act. I think it is reasonable to predict that the following large-scale opportunities will be on the rise.

Delivery is now a way of life

Before the pandemic, many people liked to have food delivered to their homes. Then during the pandemic, deliveries of foods, beverages, groceries, and many other kinds of consumer items skyrocketed. According to MarketWatch.com, the number of food deliveries alone doubled in the U.S. during the pandemic. 

So, can you offer your customers the option of having your products delivered to their homes? If you do, you can build profits by tapping into one of the biggest trends happening today.

Businesses will offer people more ways to connect and socialize

People who have been working from their homes are already looking for ways to establish and maintain personal connections with other people, often on a much higher level than before. Some examples include:

• Fitness and health clubs are going to become more popular, not just because of the need for fitness, but because of the need for people to socialize and connect.
• Restaurants are already finding new ways that allow people to socialize, even with limited occupancy and social distancing. 
• Businesses of all kinds are offering classes, podcasts, and informational sessions where customers can connect and share meaningful experiences together.  
• If you own a franchise, I encourage you to find ways to hold events, host private parties, and become a place that offers customers a chance to get out of their homes, meet other people, and have fun. One example is Painting with a Twist, where people can enjoy wine, socialize, and create paintings together.

Consider trying loyalty programs

During the pandemic, we have seen that many home delivery applications offer loyalty programs to repeat buyers. After customers have ordered a certain number of times, for example, their next order is either free or significantly discounted. But loyalty programs can be used by all kinds of businesses, not only those that deliver.

Use technology to sell to customers in new ways

During the pandemic, many consumers became more willing to virtually allow businesses’ salespeople into their homes. For example, some consumers have allowed home renovation and other companies to use phone videoconferencing to view and bid on home renovation projects.

So I would encourage you to find ways to use technology to sell more and grow your business.

Evan Hackel, a 35-year franchising veteran, is CEO of Tortal Training, a leading training development company, and principal and founder of Ingage Consulting. He is a speaker, author of Ingaging Leadership, and host of “Training Unleashed,” a podcast covering training for business. Contact him at evanspeaksfranchising.com, follow him at @ehackel, or call 781-820-7609.

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