About that 2020 marketing plan . . .
It’s pretty much out the window now, isn’t it?
And 2021 went right along with it.
Your target may not look anything like it did when you wrote the thing. Or even just three months ago. You’re probably looking at more of a drive market now. And you might need to go a little heavier on business travel than you have.
And if you’re (unfortunately) like a lot of companies, you’ve gone pretty much dark as far as marketing communications is concerned. So that climb back to where you were is going to be a steep one. And the competition is going to be stiff.
It’s likely your media channels are going to have to be different, and your message almost certainly is going to need some modification.
And you can plan on being expected to do all this with a smaller budget than you thought. More with less.
So now is a really good time to sit down (virtually) with your marketing team, ad agency, web firm and PR folk and go through every part of your current marketing communications plan.
Some innovation and creative thinking seem to be in order.
What’s a new realistic goal for the second half of 2020 and the first two or three quarters of 2021? What do you have to do differently to accommodate that goal? Will your target be changed and what are the best media channels to adapt to that change? Where do things like your spa, F&B, tennis facilities and golf course fit into to alternative sources of revenue as rooms business struggles?
Get ready to be ready, because Tomorrowland looks different. Maybe the marketing plan you put together in late 2019 is perfectly suited in every way for the challenges ahead of you.
But we doubt it.
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