5 Post-Lockdown Marketing Trends

As lockdown restriction ease we are seeing the overused ‘new normal’ appear more and more.  A new normal that brings with it new behaviours, new routines that provide numerous marketing opportunities for brands, offering ways to step in and help.

Here are a handful of lockdown easing trends that are begging for brands to support.

1. Lunchbox love

As schools start to return, the majority of schools are advising families to send their children in with their own lunch, and Loopers are also telling us that of those who have returned to a workplace, a huge percentage are deciding to take their lunch with them. Creating an opportunity for bread makers, snack manufacturers, and drinks brands.

2. The staycation is not going away

Along with spending time getting refunds for travel plans that won’t be happening anytime soon, people are planning and executing staycation ‘events’. Time well spent at home with social distancing friends and family. Choosing to BBQ more (weather permitting), investing in outdoor activities (anything from Nerf Water Guns to Bubble Pools).  Loopers are also sharing stories of outdoor area renovations, new garden furniture, plants, and paint jobs.

3. Breakfast returns to the menu

As the routine of going to a place of work or getting children up and ready for a school day returns, so does the need for breakfast.  Lockdown has allowed for brunch to move outside of a weekend treat along with cooked breakfasts. Now with routines once more returning, the staples of old appear once more.  Everything from tea and toast, to cereal and yogurt.

4. Beauty is back

If we are honest our beauty regimes have taken a bit of a back seat over recent weeks.  Some of us (me) finding PJs way too comfortable.  With more of us venturing out, the needs for make-up, moisturiser, and hair products have returned.

5. The snack attack

Loopers are telling us that Lockdown has increased their grazing habit, finding them wishing the treat cupboard or the fridge had been locked down.  Healthy snacks are now being talked about and chosen to replace the ‘treats’.  As people look to be healthier and to get ‘back in shape’.

 

During UK Lockdown Community Is Thriving

In a strange way being disconnected from one another has made us more connected. We have replaced our face to face encounters with Zoom quizzes, Houseparty chats, Skype fitness classes, good old fashioned phone calls and more than enough WhatsApp groups to keep us going!

Daily we are hearing and telling stories of good deeds, people in our own communities who are reaching out to support their neighbours. Taking pride in being at one with our neighbours. Connecting to share helpful tips from food ideas to crafting tips, games to play and TV to lose yourself in.

Brands are also finding themselves part of community conversations. With people discovering new things – sometimes out of necessity, but often out of curiosity. Getting brand messages heard is important, and hearing about them via endorsements within your own network is worth its weight in gold.

How to Harness Word of Mouth During Lockdown

We’ve had a month in lockdown and households are adjusting and adapting, creating new routines and habits, using new communication technology and engaging locally, and within their community, like never before.

Research shows it only takes 66 days to form a habit so many of these new positive habits and communication channels, for many, will be here to stay.

So, how can brands harness these new habits and ensure they are communicating and marketing to their target consumers in the most engaging way.

We asked our base of 45,000 Loopers what content they want to see from brands at the moment:

  1. To create positive content 
  2. To share how brands are supporting their staff and customers 
  3. To provide a sense of continuity and normality 
  4. To provide suggestions and tips 

We are also hearing of a surge in community and local support and communication from the formation of new street Whatsapp groups, local baby support groups on Zoom, recipes, and cooking tips shared via Facebook, to scheduled fitness classes from the local dance teacher.

Over 90% are using Whatsapp more than ever, doubling the number of groups and 60% are using Zoom for the very first time.

We know how important it is for brands to still be at the forefront of consumer’s minds, so we have developed 4 new ways to spread the word (see table above) and hand out samples and encourage trial with your target audience. Helping you cut through the noise and build loyalty.

At get in The Loop, we harness the trusted word of mouth of peers, neighbours, and family – getting your product to the heart of the community.

Brands Need To Remember That Not Everyone & Not Every Conversation Is Online

There’s a lot of buzz around influencer marketing at the moment, it’s a hot topic in the marketing world and lots of brands are sitting up and taking notice. But there’s one worrying aspect – everyone seems to think we’re all online, all the time.

Before someone thought up the natty title of influencer marketing it was called word of mouth marketing. It’s about the oldest form of advertising there is – one person telling another person to try something out. And it existed long before paid for media.

Despite the intervening years and advances in marketing, word of mouth still remains the most credible form of advertising. 83% of people trust the recommendations of friends and family.

Depending on which figure you choose to believe we’re subjected to 2000-5000 messages a day. With every new platform, app or advertising invention that number grows and lessens a brand’s ability to cut through the noise and win consumer attention. So using trusted connections and word of mouth becomes more important and should be a key marketing activity.

Lots of clever brands have cottoned onto this (and have some brilliant agencies helping them) but many seem to have forgotten the roots of word of mouth marketing – real people talking to each other.

It’s easy to understand why influencer marketing has an online focus – the top line stats are overwhelming –  The Family Panel carried out research with 3000 families and found 90% had a Facebook account and 60% a Twitter account. It’s also, unlike ‘real world’ influencer marketing, easy to measure. You can see how many followers people have and measure the overall reach of a campaign. And finding people in real life is harder, it takes a lot of leg work to build up connections you can go to.

Should influencer marketing just be online?

But what if those overwhelming stats hide a truth? Maybe not all family members with purchasing power are online. The Family Panel research found 70% of parents that have a Facebook or Twitter account don’t really use it much. (Certainly, not as much as those working in advertising and marketing).

So even if you get the right influencers online and have the right message that’s a boat load of people who still aren’t getting the message. Sure they’ll hear it through other mediums if you’re using them but they aren’t getting an authentic message from a source they trust.

If you think that statistic sounds high think about your own Facebook page (if you have one). Keep in mind we’re talking about families here, not 19 year old singletons. It’s probably a bit like mine – the same 10-20 people posting most of the time and the rest you hardly see. Or the people you message on Facebook and then meet face to face and they say ‘oh don’t bother, I never go on there’.

There’s a gap here, a world away from social media and constant connection. It’s a world where mums chat at the school gate about what to put in lunchboxes, where people at work discuss where they are going on holiday, where friends discuss car purchases at an exercise class. And in all those conversations recommendations are happening all the time. These are messages from people we know and trust and they won’t get lost in ever moving timeline, algorithm update or overnight social platform shutdown.

One thing we can be sure of is that people still talk to people, and the online world hasn’t entirely eaten us up yet. So before you turn to your screen for influencers maybe it’s worth looking out the window to check you’re not missing out on where your audience really is.

If you need help finding your audience, we can help. Get in touch to find out more.