Navigating Covid-19 on a Local Level A Phased Approach to Re-Entry Written By MATT POWELL
These are trying times. We don’t have to tell you that. As an agency, we want you to know we are all in this together, and our hope is that this guide to re-entry illustrates, on a local level, the need for a deep understanding of market nuances and the true impact of consumer sentiment. We encourage brands to think deeper than messaging to just a city or DMA and to truly speak to people – to meet them where they are, and be the support system they so desperately need right now. Understanding the true needs of people during this time is the ONLY thing that matters. And we are here to guide brands toward an approach that, we believe, takes into account the phases of change (Empathize, Encourage, & Evolve) that are still sure to come with a focus on the consumer. We’re thinking about you and praying for you all and look forward to the day we can be together again in person. Matt Powell, CEO, Moroch Now let’s get to it.
HOW DID WE GET HERE? QUICK COVID-19 BACKGROUND On Dec. 31, 2019, Chinese officials in Wuhan in China’s central Hubei province confirmed dozens of cases of pneumonia from an unknown cause. Fast forward to today, and we have seen the cancellation of events large and small, the shutdown of many physical business locations, and shelterin-place ordinances across not only the U.S., but the world, as a result of what we now know as Covid-19 or coronavirus. With these unprecedented times comes the need to understand our markets on a deeper level than ever before – and to respond with messaging that speaks to the very core of what consumers need to hear, when they need to hear it, and where it is going to have the most impact. This article is designed to be a guide to a phased approach to get brands active from a marketing perspective in the best way we know how: locally. We don’t have all the answers, but we know you have to start somewhere, and we want to help.
FRANCHISEUpdate
ISSUE 2, 2020
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