The world is waking after a viral apathy

And changed circumstances present new opportunities. Now is exactly the time to create a renewed sales and marketing strategy. Success will be guaranteed by one which uses effective tools of communication and reaches a wide range of clients. There is no reason to wait. A clear signal must be given to the market that the brand is not asleep, but shines and is fully operational.

The existing target groups of clients categorized according to known and old guidelines are undergoing changes. It’s a challenge for marketing and communication specialists, but also for brands that must start taking into account global transformation not only at the economic level, but also mental and awareness level. The value of safety, health and relationships with loved ones has increased strongly. After the pandemic, customers respond differently to marketing stimuli due to a change of perception.

Image-focused activities as well as com - munication and promotional efforts are aimed at building awareness, strengthening positioning of the brand as a reliable and professional business partner and creating interest in its services and products. The marketing and sales process consists of a broad range of integrated communication tools used in stages. Hence, the right time and adjusted communication are the key to success.

New or updated strategies should assume the realization of services in another dimension and envisage transformations that are taking place in people. Downtime can be used to plan new actions and pursue them successively, so as to be able to restart. Flexibility and openness to innovation are necessary.

Building brand awareness is the first stage in creating an image in the eyes of consumers. Properly selected creations forming a coherent visual identification will increase recognition, build credibility, establish positive associations and give direction to activities and communication and marketing messages. Brand awareness reflects its state in the minds of customers, which is why it is so important.

• BRANDING – corporate identity Interesting and unique visual identification of the brand will remain in the memory of recipients, permit easier company recognition and outperforming the competition. • PUBLIC RELATIONS – image in the media and among target groups PR activities will allow brand positioning in the media, and thus reaching new target groups. It is an opportunity to build a positive image by providing information about the company, products and services to the environment. • VIDEO – film material A company video will allow to reach a broad audience, and appropriate content (e.g. advertising, image) will allow to communicate the brand’s value and answer questions from potential customers. • WEBSITE – professionally designed business card as a web page A professional web page will build an image and provide recipients with the necessary information about the company and the services provided. It will be a sales tool that will enable the consumer to contact directly. • SOCIAL MEDIA – the main channel of communication with the community Professional social media profiles will become a key communication tool and at the same time constitute one of the main channels of customer service.

As the world shifted to the online sphere, a huge audience gathered on virtual platforms was created. Now is the right moment to use online tools to keep in touch with the customer. He has more time to familiarize himself with the product, review it thoroughly, and to test it when ordering home. It is indeed necessary to use the power of social media, which is the key to action in the current situation. They are a source of information and promotion as well as a customer service and complaint tool. A key issue is one that relates to the circumstance – e.g. remote work, home exercises or leisure. This is Real Time Marketing. The content prepared by companies will be essential for potential customers, and creating valuable material is the main way to get leads online.

Measures focused on the interest, involvement and education of the recipient may consist in creating blog articles, presenting reports based on numerical data, presence in social media. Their aim is to transform the initial attention of the recipient into an interest in the brand. The presented content should encourage to make decisions about establishing cooperation.

THE DECISION TO PURCHASE

The stage at which the customer decides to purchase or start cooperation within the selected service is key to sales. Building a well-informed community and establishing trust leads to a point where we can create personalized offers that align with the marketing promise. Therefore, understanding the entire process of marketing and sales activities and their proper realization leads to success. It should be noted that the purchasing process begins long before the purchase decision itself.

MAINTAINING INTEREST

After the recipient makes a positive decision to buy, efforts should be made to build long-lasting relationships – so that a one-time customer turns into a regular one and becomes an ambassador, recommending the service to friends. There are many benefits of having loyal customers, hence they should be cared for so that the offer does not lose its attractiveness.

Each company should remember to position its brand, also in times of crisis. Reducing the intensification of marketing efforts may give other companies the lead in the visibility rankings. Of importance are messages posted on websites, constant updating of the “blog” or “news” tabs and maintaining communication with target groups through social media or media relations activities.

In order to effectively carry out the mar - keting and sales process, it is necessary to choose the right partner. ArteMis Creation Agency works with clients in the area of comprehensive marketing and PR communication, continuing the successful execution of campaigns in various fields. We invite to cooperation all those who need a partner to make strategic deci sions, create and develop a business.

The role of trust has increased. Now efforts must be made to build and develop

Building brand awareness is the first stage in creating an image in the eyes of consumers. Properly selected creations forming a coherent visual identification will increase recognition, build credibility, establish positive associations and give direction to activities and communication and marketing messages.

it. The thinking patterns of customers, who are flooded with excessive amounts of information on the Internet, have more time and are spending it online, is changing. This situation is unusual for everyone. In its activities, a brand should first think of the good of the client and adjusting direct messages. The key will be to activate those who have so far only used the offline offer. They should feel that they are getting something of value and the company is helping them in this difficult situation.

Author:

CEO, founder of the ArteMis Creation Creative Agency