Branding in the Post-COVID Marketplace: Do You Know Who Your Customers Are?

The Association of Canadian Advertisers has some interesting things to say about this year's worldwide disruption of typical shopping habits.

Disruption can be a good thing though.

The main problem marketers have faced thus far this year is not the disruption itself, but rather the sheer amount of it.

Customers have been distracted, scared and hesitant to shop in the same old ways.

But what they haven't been, intriguingly enough, is unwilling to shop at all.

In fact, as of this past month, the majority of customers across Canada told a leading independent survey entity that they do not believe their personal finances will be impacted by COVID this fall.

Interesting, right? So if customers are still shopping and plan to keep shopping, the questions you should be asking about the health of your own business become much simpler.

Do you know how your own products or services fit in with the new post-COVID shopping paradigms?

Are you capturing all the sales you could be generating based on how Canadians are shopping post-COVID?

If you are not sure, this post gives you valuable clues to figure it out. Our branding specialists at OSM in Belleville have the marketing expertise you need to learn how to market to the right person at the right time!

Can You Identify Your Core Customer Groups or Niche?

According to yet another recent market survey, four distinct customer segments have emerged in the wake of the global pandemic.

It is a worthwhile exercise to consider which of these four group(s) most closely represent your existing customer base and/or your ideal target market.

1. Cut Deep

It is no secret some industries have suffered a catastrophic hit as the whole world screeched to a halt earlier this year. For professionals working in those industries, there has been no choice but to cut back spending at an unprecedented level.

The "cut deep" group represents approximately 27% of the Canadian consumer base and they are not buying anything that doesn't directly relate to keeping the lights on and the rent paid. They care about price, but not about brand.

2. Stay Calm And Carry On

An estimated 25.2% of Canadian customers have opted to do their level best to carry on as usual, even as coronavirus fears have altered how we live our lives at a pretty fundamental level.

These consumers have not experienced significant changes to income or work availability, but can get concerned when they see friends, neighbours or strangers stockpiling essentials. Overall, their spending habits show the least change from previous years.

3. Save And Stockpile

For 35.5% of Canadian customers, they have been spending their post-COVID shopping hours worrying the "stay calm and carry on" folks by stockpiling essentials like toilet paper, hand sanitizer and dry goods.

This group feels fearful in the present, pessimistic about the future and has refocused their shopping accordingly. Groceries are at the top of their weekly shopping list week after week.

4. Hibernate And Spend

For 12.3% of Canadians, their financial resources remain unchanged and may have even increased due to their association with in-demand industries. They have hunkered down at home, but may have even increased their spending as a result of the pandemic.

This interesting customer group prizes brand over price and is the only group to have increased spending across the board, even with discretionary expenses, such as clothing.

Which of these four customer groups best represents your current customers or target market demographics? 

Our branding specialists at OSM in Belleville can help you assess your current target market and learn how to best reach them during COVID. Book a branding consultation with us today and we can get you focused on your niche customer base!

How Does Your Brand Meet Your Customers Where They Are Now?

Yet another interesting post-COVID consumer survey highlighted what Canadian consumers say they most care about in the wake of the global pandemic.

Their answers might - or might not - surprise you:

• Family
• Friend
• Neighbours
• Cities
• People worldwide
• Environment
• Global health

In other words, today's customers want to connect with brands that are taking good care of what matters most to them - their families, friends, their local community, the global community, the environment and the health of people, pets and the planet.

Here, your most important branding task is to identify how your marketing and messaging meets your customers where they are now - not yesterday, not tomorrow, but today. At OSM, we meet our clients’ niche target groups in a digital space. Do you want to learn more about our digital marketing packages, branding discovery sessions or web design?

Contact our qualified marketing team today and let’s build your brand together!

What can you do to show your current customers and your target market that you care deeply about what they care about in the most authentic, empathetic, here-to-stay way?

To get your brainstorming started, we offer these recent examples from some of the successfully pivoting brands we work with here at Online Sales & Marketing in Belleville, Ontario.

Shipton's Heating and Cooling is offering deep discounts on fall furnace maintenance, donations to local food banks, deferred payment terms, high-value health freebies like free air filters and media air cleaners, enhanced contactless service and payment options and a renewed commitment to safe 24/7 emergency HVAC service.

Picton's Golf and Country Club is offering free golf through year-end 2020 with purchase of a 2021 membership, greatly enhanced contactless play options, nearly unlimited play for junior golfers, expanded hours and dynamic pricing for nine-hole games.

Mackay Insurance has instituted new virtual, contact-less connection and payment options and a steady stream of updates to help customers find valuable discounts and premium reductions wherever possible. Their new mobile app now offers secure payment options. Mackay brokers have also been recording heartfelt video messages from their work-from-home offices.

Gravenhurst Plumbing, Heating and Electric has begun offering financing and rebates as well as contactless service options to help customers who need emergency replacement or installation.

OSM Can Help Your Brand Pivot During Covid-19

"Not normal" is definitely the new normal for small businesses and entrepreneurs all across Canada this year.

This is both stressful and exciting.

Do you need help with repurposing your products or services to appeal to the core needs of the four post-COVID customer groups you just met?

A splash of extra strategy now can net you enduringly loyal customers later.

Get in Touch With Quinte's Marketing Specialists

Contact our marketing specialists online or give us a call at 613-969-0626 to begin building your brand during this COVID-19 season.