Marketing Strategy in a Post Vaccine World

COVID-19 Vaccine Vials. R. Michael Brown Marketing Consultant

Gartner has released a helpful report on a consumer survey they conducted on how brands should go cautiously forward in a postvaccine world.

Here are some highlights:

  • 71% of consumers are willing to receive a COVID-19 vaccine
  • A majority of consumers indicate a low level of willingness to engage in normal activities even after they’ve received a full dose of the vaccine
  • Thorough, digestible vaccine-related communication from trusted experts will remain paramount throughout at least the first half of 2021
  • Consumers will accept both the vaccine and a return to normal life at a varied, and perhaps slower-than-expected, pace
  • Enforcement of pandemic-related safety protocols, such as face masks and social distancing guidelines, will be important for the foreseeable future.

Based on this study we are advising businesses:

  • Proceed with care in your operations.
  • Consumers are still cautious about returning to normal so messaging in public relations and marketing should take that into account.
  • Don’t just fully open, as though COVID is no longer a threat, and assume customers will be OK with it. Continue precautions. It’s time to ease customers back into live engagement.
  • Continue to provide all the digital services and marketing that you can.
  • Increase your engagement and grow your leads with brand storytelling. Brands can offer a steady sense of normalcy if digital offer is easy and the messaging is correct.
  • Consumer expectation will be cautiously optimistic throughout 2021.

Click to Signup with Gartner to See the Full Report

R. Michael Brown has specialized experience in successfully managing marketing and public relations during a crisis – both a brand emergency and a market or environmental disaster. He has performed these duties around the world with the police, military, local and national governments, nonprofit Non-Governemental Organizations (NGOs), and with Fortune 100 companies.

His steady leadership during a crisis can help you now.

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Communication, public relations, & marketing consultant, freelance writer, media producer, and speaker.

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