Marketing planning in uncertain times

Chief Strategy Officer

For weeks now, we’ve been focusing our efforts with the agency and clients on how to respond to the COVID-19 pandemic. With all that effort, there hasn’t been much time to think ahead to what we should be doing once the country and our communities start to open up fully. After all, how do you plan for months from now when you aren’t even sure what’s going to happen next week?

At FARM, we start by looking at trends, and we encourage you to do the same. Because as long as we continue to interact with brands and follow new routines, there is data to access, analyze, and act upon. We try to decipher the signals and spot the indicators of future behavior, then best position our clients to serve their customers within that new environment.

Know where you’re going when you don’t know what’s coming

We may not know exactly what will happen, but by going through the planning process, with pencils sharpened rather than fingers crossed, we can understand all the variables. This makes us better equipped to make decisions and react quickly to a range of scenarios, instead of going back to the drawing board when faced with the unexpected. I think of it like editing an existing document compared to creating a piece from scratch, the former being more manageable with a foundation to build upon.

Now is the time to spend looking at consumer trends and how the COVID-19 pandemic will potentially affect your customers’ purchasing decisions, and then map out different ways to execute your marketing over the next three to six months. At the risk of sounding like a doomsday prepper, tomorrow is coming and it’s not going to wait for you to get your ducks in a row. So, you best be ready to serve your customers’ most pressing needs, whatever they may look like, since your customers will move on quickly if you can’t meet those needs.

Our team at FARM recently published an article on digital trends. I would encourage you to read it and look for other expert opinions on our changing market and how it may impact your specific industry. Then, engage your team to discuss and plan for the future. It’s a wise investment of your time and shows that you’re all moving forward with purpose rather than hoping for the best.

If you need some help down this path, drop us a line and we’ll be happy to provide some fresh perspective.

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Chief Strategy Officer
Strategic planner, seasoned researcher, business consultant, interactive maven, media guru, and PR pro are a lot of titles to squeeze onto a business card. Sometimes, it’s easier to say “COO” and call it a day. Not that we want to diminish Jeff’s cross-functional expertise with a more comprehensive label; we would just rather spend the bulk of our time putting his experience to work for you. A lifelong baseball fanatic, Jeff knows a thing or two about combining raw data with predictive analytics to get results. Immersing himself in numerous forms of research—from media and syndicated to primary and secondary—he can unearth relevant and actionable insights to develop a game plan for long-term success, no matter how your market evolves.

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