The Era of Marketing-From-Anywhere
[The is the second of a two-part column. Part One can be read here.]
The final takeaway from 2021 is less about statistics and trends, and more about the world we find ourselves in. We still find ourselves in a tumultuous time – with COVID-19 still spreading, social norms in the spotlight, labor shortages plaguing businesses around the nation, and a work-from-home culture becoming even more cemented in our lives. The rate of change seems to only be increasing.
Most of those topics aren’t quite appropriate for this forum, but I want to hone in on one – in-person interactions.
Historically, the laundromat industry has relied on physical locations. Some of the most important factors when deciding on a location for a laundromat is a densely populated location with foot traffic, convenient access points and a high degree of safety. But, with the pandemic and social distancing measures in place, there has been more care than ever put on gathering in public, and it can be difficult to have those in-person interactions with customers that many of us treasure.
For marketers, in-person connection and collaboration are vital parts of how we creatively reach customers. Conversations over the laundry counter help us see and understand how to communicate and attract more customers, but those conversations are hard to come by right now. So, how do you adapt creatively in an era of less physical interaction?
Part of the answer is by embracing the new trends and formats I’ve previously discussed. Although you don’t have to stay chronically online, engaging in as many channels as possible will allow you to stay up on trends, see how customers are reacting in real-time and find new ways to connect. Marketing to touch people wherever they are is possible, but it requires creativity, patience and practice.
The other thing to consider is that you do still have avenues of connection that are safe. For instance, a pickup-and-delivery driver may have more customer interaction than ever before. You can encourage your drivers to create videos that document their work (day-in-the-life style), customer relationships and interactions, or fun things they see around town.
While these aren’t the traditional ways we look for inspiration, it’s certainly a way we can make the best of our current world. Under the microscope, the possibilities are still endless, and we’re waiting for the innovators to show us what’s coming next.
Here’s to Another Year
Overall, 2021 has been good to us. It’s given us new ways to connect in a time where connection can be hard, and for that we should all be thankful. Although we all hope that life will steer toward a normal 2022, we’ve all grown through our recent challenges and continue to connect. Whatever your marketing and business goals for the next year, I encourage you to remember one thing:
Together we are strong!
