Get Ahead of the Second Wave

We’ve been told it’s coming. Cooler temperatures and flu season will bring a surge of new coronavirus infections, or the second wave. We’re starting to see it.Cases are spiking around the world. More overtly, the severity of the situation is on full display at the White House. A “super spreader” can wreak havoc.

In September, I had two clients face significant coronavirus scares. One was shut down for three days after a confirmed case in their factory. The employee’s impact was limited, but he still managed to infect a few staff.

A second wave is real, and with it comes risk factors for your business. Fortunately, you’re not operating blindly this time.You don’t have to guess what another lockdown may do to your business. You’ve been through this once before:

• What did you learn from the first wave?
• What will you do differently this fall?

The second wave is different:

• Shifting Expectations: We are becoming more accustomed to it. In March and April, there was a glimmer of hope that we could get back to “normal.” But as the pandemic progressed that hope dissipated. Consumers and businesses have accepted this is what we are facing and the panic has worn off.
• It’s a Marathon: Covid-19 will disrupt business for at least a year to come. This is a long process with a whole lot of uncertainty.
• Fewer Resources: For most of us, cash reserves have been tapped out. Funding is becoming sparse. And there are real signs of recession.

We may be more mentally and emotionally prepared for a second wave, but our businesses may not be as resilient as they were a few months ago. This means the work you do now can shape your business for years to come.In a crisis, strategy is everything!

In Crisis Marketing — Sticky Branding’s services to create a Slingshot Strategy to launch your business out of the crisis stronger than ever — we have been asking three questions:

• Who needs your company and its expertise the most right now?
• What products or services can you deliver to solve real problems that are valued?
• How can you proactively sell and deliver your services to the people with the most need?

These questions are as important now as they were at the start of the lockdowns.

By focusing on how your brand can be of service — as well as being highly proactive on delivering services that address defined needs — you can navigate this crisis well.The situation is fluid. New needs are emerging while pre-existing needs are shifting. This puts immense pressure on adjusting your value proposition.

Like it or not, your company’s value proposition shifted after coronavirus and it hasn’t stopped moving. This means you have to be proactive to stay relevant for your customers and their needs as we navigate the second wave.

The next few months can be the difference between thriving and surviving through the pandemic. Before things gets any worse, take some time to analyze the situation:

• How do we protect the business if we’re thrown into another lockdown?
• How do we remain relevant and in demand during the pandemic?
• What will our business look like in 12 months (at the end of this crisis)?

Crisis Marketing

Sticky Branding works with you to recover the customers and revenue taken by Covid-19, and to develop the strategy to slingshot out of the crisis stronger than ever. If you’re interested in developing a Slingshot Strategy for your business give me a call (Jeremy Miller) directly at 416.479.4403. Or check out our Crisis Marketing services.