By Steve Lapa
Lapcom Communications Corp
What did Yogi know decades before the world stopped?
As we make the gradual return to re-opening, we see a new normal environment, where we may never again sit elbow to elbow in a crowded restaurant, concert, sporting event, movie theatre, or even religious service. Essential service retailers from Costco to Home Depot feature marked floors with social distancing markers, directional arrows, and limited number of in-store shoppers. The new age pandemic impacted retail environment is emerging.
Will you pitch “We will pack the place” ever again?
Today and for the near future, “Pack the place” may be the new negative.
Pack a restaurant?
Pack an automobile dealer showroom?
Pack any retail location?
Pack a concert?
No packing the place…. not now…. maybe forever dropped from your playbook.
The warning is clear: Crowds are not safe.
Like Yogi said, “It’s so crowded, nobody goes there anymore.”
What does this new normal, “no-crowds are safe” mean for sellers, buyers, marketers, managers, owners, decision makers?
Better be ready to pivot, shift, and rethink how you will address “retail results.”
Radio has always been the foot soldier in the marketing battle. How many generations of sellers were trained with “Radio is the #1 (retail) traffic builder, and here’s how we can make it work for you…” Radio was always on, always ready to promote the Grand Opening, Special Event, Black Friday, you know this. But wait, be careful today, because too much (retail) foot traffic and “nobody goes there anymore.”
Time to rethink how you communicate what makes you different and better. What is it that will persuade your advertiser to do business with you today?
The answer begins with gaining more insight into the new marketing ecosystem developing from this pandemic impacted environment.
The new normal means the NEW NEED. Sales and profits are still king, it’s just how do we get there? “Pack the place” is out. Social distancing is in. Same old, same old is gone. What’s new, different and important TODAY is your NEW page in the game plan. “NEW” can be your best marketing friend as you re-focus on the marketing messaging. “New hours”, “New safety____”, “Newly sanitized_____”, etc.
Better packaging with more options. Still selling in an outdated silo? Remember, this IS happening today. “Alexa, find a Greek restaurant in (_____).” Alexa responds,…”I found 3 Greek restaurants in _____. “ How do you compete with that? Do you have a plan? Because Amazon recognizes the numbers in the audio driven LOCAL ad space.
The inexpensive local coupon, direct mail, glossy flyer is in the mail. Ready?
Advertisers in your market are looking for new, more efficient ways to re-start the sales engine. Many are at a fork in the business road deciding which way to go. And like Yogi said, “When you’re at a fork in the road, take it!”
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com