My friend and colleague Rob Volpe gave a fascinating presentation at the Quirk’s Event last month.  He talked about research his company has been conducting and the fact that 72% of people are saying they DON’T want life to go back to exactly the way it was before.

So how do we marketers figure out what our customers will want as we emerge from the pandemic?  Rob recommends a “Recognize-Reimagine-Respond” approach, as follows:

Recognize

• Understand that customers may have different needs
• The role your brand played in the past may not be as relevant to all the same people, but there may be new prospects

Reimagine

• Now is the time to consider scenario planning or “war games”
• Examine the benefits, needs or JTBD is your brand is serving
• Re-evaluate existing segmentations, journey and innovation maps

Respond

• Build new plans based on scenarios and “rapid response” tactics
• Get re-acquainted with your consumer and their psychology
• Expect swings in behavior until new equilibrium is attained

Let’s talk about how your customers and prospects are changing and where the opportunities lie.  Shoot me an email: info at bureauwest.com.