Reigniting the Marketing Engine in a Post-Pandemic World

Jennifer Kaplan

Being seen and heard is a necessary part of running a successful business. However, 2020 all but halted some companies’ outreach and impacted marketing budgets across the world. As businesses reemerge, branding and awareness are crucial in letting the public know a company is still open for business.

What are some of those first steps when restarting the marketing wheel? Having a team of professionals to consult with that can provide helpful insight on what practices may have changed in the industry during the pandemic is important. Some businesses never stopped marketing, so, for any company that did go quiet during the pandemic, it’s important to catch up. Companies should look at the “free” or inexpensive marketing tools such as social media or email marketing campaigns. They should consult employees and friends of the business and use their insight and expertise to the full extent to maximize exposure. 

It’s important that businesses make sure to have a dedicated team — either internally or with an outside agency — that can offer a comprehensive marketing strategy. This is a great time to get creative and take a look at opportunities that may not have been present pre-pandemic. As speaking engagements and events within the business industry start up again, many continue to give a virtual option to both guests and speakers. This opens opportunities to go after some of those industry-specific events as a spokesperson. This also allows another avenue of exposure and can increase a business’s exposure to people in other states or even countries. Businesses that aren’t afraid to get creative and think outside the box will have the edge now. For instance, interest in podcasts has grown exponentially since the pandemic and can be another great avenue if there is an opportunity to be a guest on one.

Cross-promotions with other businesses, collaborations with organizations and community-focused events or initiatives are becoming more popular and a great organic way to grow awareness. Businesses would be well-advised to consider working with a nonprofit or complementary business to expand their network and reach. Also, knowing what direct competitors are doing within a niche industry is important, so businesses should look at the trends in what other companies are doing to push further and stand out against others. 

It’s important to note that some pivots and industry changes are here to stay even after the pandemic ends. For instance, the hospitality industry has shifted focus to market more contactless, curbside or to-go options. Businesses need to capitalize on that and continue to market to that core audience who prefers this convenience over dine-in. Companies in the health field now offer virtual appointments or visits. Businesses need to embrace the changes that have occurred over the last year as a new normal. Just like when the world changed post 9/11, some things are here to stay.

Some restaurants have seen an unprecedented demand for dine-in amid an industry-wide employee shortage. This doesn’t mean the business needs to stop marketing, but its focus needs to shift to getting more media attention around other promotions like contactless or to-go. Businesses only get to make a first impression once and if the brand is marketing to a new audience, it’s important to leave a good lasting impression.

Marketing should always be an extension of the core values of any company. The key is staying true to core messaging while adapting to the changes within an industry. The world will continue to feel the impact of the pandemic for years to come but, as businesses open back up, now is the time to celebrate and let everyone know the open sign is lit. 

Founded in September 2010, Evolve PR and Marketing in Scottsdale provides marketing and public relations services to an extensive list of clients with a fresh and innovative approach. Evolve’s broad client base proves its ability to adapt to a changing media environment and workplace. By helping businesses foster relationships with the community, Evolve creates the opportunity for clients to stand out in this competitive market. 

This is one segment of the August 2021 cover story “Coming Back: How Marketing Will Build (Back) Business after COVID-19.”

Click here to check out the other 10 businesses and the cover designs they submitted for the Cover Story Cover Contest (winner was featured as the actual magazine cover).