The document provides tips and strategies for businesses to pivot their marketing approach during the COVID-19 pandemic. Some of the key lessons learned include focusing on both ends of the customer journey, using personalized communications tailored to different audiences, and exploring new sales channels while adding value through various forms of engaging content. The pandemic has changed consumer behaviors and priorities, so businesses need to adapt their marketing accordingly.

2. •
•
•

8. 8

9. What We’re Seeing Working Best Right Now

10. Don’t get caught up in the hype. Make
smart decisions using evidence.
10
There is a lot of coverage on negative news stories. Go beyond this to look at
the actual data.
Top sources include Think With Google and Shopify, as well as your own
Google Analytics and Sales Reports.

11. There’s increased activity at both ends of the customer journey right now
Primarily driven from product availability (supply chain issues or
store closures), 41% of Australians have switched brands for
products they regularly buy since the lockdowns began.
What are you doing to make sure your ‘first time’ customers stick
with you post-crisis?
Source: Emarsys & Kantar
The total number of orders from past customers of a brand has
increased quite considerably, as consumers look to shop with
brands they trust.
What tactics are you using (email, remarketing, loyalty, etc) to
make sure your loyal customers are staying loyal?
Source: Shopify
11

12. More time spent at home on devices is driving down prices and increasing effectiveness
Because online ads work on an auction system,
the significantly increased time on devices
combined with some advertisers pulling back has
meant the cost of running online ads has
decreased considerably.
This is a simple ‘supply & demand’ situation.
Supply is up, demand is slightly down, leading to
a drop in prices.
This has been one of the most repeated findings
in advertising research. The brands who can and
do continue to advertise during recessions are
able to attract customers.
There are two reasons for this; one is that some
competitors may have pulled back ads, and the
second is that recessions disrupt previously
automatic purchase decisions.
Every brand running online ads should be
measuring Return on Ad Spend (ROAS), Cost Per
Acquisition (CPA) and where they can, Lifetime
Customer Value (LCV).
Good online ads should have a positive ROAS,
meaning for every $1 you’re spending you’re
getting much more than that back.
12

13. Ensure your brand is communicating
appropriately for the time we’re in.
13
Only 7% of Australians don’t think brands should be advertising. The rest
want information, products and communication that’s relevant.
But customers don’t want unnecessary coronavirus-related communications.
Keep it relevant to your business.
Google’s COVID-19 research trends
shows that consumers want retailers to
communicate how they’ve adapted to
the new normal.
Whether that’s updated opening hours,
store limits, cleaning policies, online
delivery estimates, stock availability or
other changed business practices,
customers want to know things that are
relevant to their purchase.
But you shouldn’t just be continuing
with the same messaging, imagery, ads
and tone as before.
Imagery and words that are associated
with large groups, close contact,
excessive socialising, big events, and
more feel ‘out of step’ with society right
now.

14. Things aren’t going back to the way
they were before.
14
According to GWI’s Coronavirus Research report,
over 40% of consumers globally state that they
plan to shop online more even once conditions
improve. These figures are higher in markets like
China, suggesting this is not just down to ‘new to
online’ consumers joining the majority but
represents a fundamental shift in preference.
Also from GWI’s latest report was the staggering
figure that nearly half of consumers polled
revealed they are not planning to return to
shopping centres “for some time” or “for a long
time.” Safety was the biggest driver of this fear.
GWI’s research suggests that 27% of consumers
expect to spend more time researching products
before going into stores, once the outbreak ends.
This suggests content and other product
research tools will increase in importance for
brands.
Click and collect, kerbside pickup, self-serve
checkouts, “no touch” deliveries, social-distance
selling are all showing increased demand now,
and customers expect to continue to use these
services once the crisis abates.

15. Globally the picture
is clear…

16. Don’t get caught up in the hype. Make smart decisions using evidence.
Focus on both ends of the customer journey.
Marketing is at its most effective during disruptive times.
What consumers want to hear about now is different.
Consumer behaviours have changed.
16

17. W: reloadmedia.com.au
P: 1300 714 146
A: Level 5, 11 Finchley St, Milton QLD

18. 18

19. 19

20. 20

21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. 31

32. 32

33. 33

34. Pivoting for Co-Vid 19

35. HOW IT ALL
STARTED
(and nearly
ended!)
Dietitian &
Exercise
Physiologist
Lifestyle
image
We hit a
financial
roadblock
PASSION FROM
A YOUNG AGE
DIETITIAN & EXERCISE
PHYSIOLOGIST
MELBOURNE BARIATRICS
WITH DR GEOFF DRAPER
ORGANIC GROWTH IN
GENERAL PUBLIC’S INTEREST
PURCHASED $1
FISH & CHIP STORE
HIT A FINANCIAL
ROADBLOCK
SHARKTANK

36. Being Reactive During Co-Vid 19
1st Month
a) Food Hoarding
b) Survival Mode
Vs Weight
Loss/Health
c) Immunity
2nd Month
a) More ‘’comfort
foods’’ & alcohol
b) Reduced
discretionary
spend
c) Family first mind-
set in lockdown
3rd Month
a) Co-Vid Kilos
creeping on
b) Health
Focus/weight
conscious
c) Guilt from over-
indulging

37. MY KEY
LEARNINGS
VALUE
ADD/FREE
DELIVERY(SEL
F CARE)
MEAL
BUNDLES/BUL
K BUY
(IMMUNITY)
HEALTH/WEI
GHT
CONSCIOUS &
WANT
SUPPORT
(ISO-
CHALLENGE)
“Give them what they want”.

38. KNOW
YOUR
CUSTOMER
Mums
Women with
upcoming events
30 - 40yo males
50+ with health scare

39. MY KEY
LEARNINGS
SOCIAL
FUNNELS
WITH
RELEVANCE
(BFF
FOODIES)
NURTURE
WITH
CALL/SMS/EM
AIL JOURNEYS
DIETITIAN
SUPPORT
SERVICE
“Personalised Communications”.

40. MY KEY
LEARNINGS
“Connectivity is the key”.
THERE IS AN
APP FOR
EVERYTHING
AUTOMATE &
INTEGRATE -
ALL
PLATFORMS
UX/SPEED/
COLLECTIONS
& PRODUCTS

41. MY KEY
LEARNINGS
“Explore Your In-Box”.
NEW SALES
CHANNELS
HAVE AN
OPEN MIND
FOR
BUSINESS
DIRECTION
CROSS
REFERRALS &
LOYALTY

42. MY KEY
LEARNINGS
“Add Value, Be Everywhere”.
PR/RADIO/TV
LIVE
EVENTS/POD
CASTS/WORK
SHOPS
BLOG/PRINT/
FLIERS/FLASH
-SIGNS

43. MY KEY
LEARNINGS
“Build the Base & Seek ROI”.
COLLECT 1ST
PERSON DATA
WITH AD-
WORD
CAMPAIGNS
INTEREST/BR
AND/PRODU
CT
TRY THEN
FAIL FAST

44. MY KEY
LEARNINGS
“ Build Trust and Loyalty ”.
LOYALTY
LION
(REFERRAL
CAMPAIGN/
REWARDS)
TESTIMONIAL
/REVIEWS
(BEFORE &
AFTER PICS)
FREQUENCY
& QUALITY OF
ENGAGEMEN
T
(FREE
RECIPES/ BFF
FOODIES)

45. 45

47. •
•
•