The Cimigo Planning for the Bounce Back webinar presentation addresses marketing planning for the bounceback.<\/p>\n
We all look forward to the bounce, those whom will benefit the most will be well prepared, they will have adjusted their marketing plans and media mix.<\/p>\n
There will be no revenge spending spree, as a\u00a0new<\/em>\u00a0normal appears it will be most marked by a very thrifty consumer.<\/p>\n Make sure you have a portfolio which includes; value propositions and brands have small pack sizes to enable lower cash outlay.\u00a0 Start designing promotions that enhance your customers\u2019 experience and your share of their basket.\u00a0 Consider innovations that reward and indulge consumers.<\/p>\n Brands should say less and do more during the lockdown. Communications going forward should focus on comforting, entertaining, uplifting and inspiring consumers.<\/p>\n The bounce back will be a marathon, not a sprint.\u00a0 \u00a0\u00a0During normal times we expect marketing budget allocations at; brand building 60% | sales activation is 40%. These should be turned on their head, with sales activation taking 90% during the lockdowns, gradually decreasing through various stages of the bounce back to return to 40% only after 12 months.<\/p>\n