Brands should turn “nice-to-have” offerings into “must-haves” to launch products during the crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 14, 2020, 1:30 PM UTC

Companies that can provide an immediate solution to consumer problems during the pandemic are likely to dominate the market in the future.

This piece argues present is the appropriate time for businesses to launch their products, digital in particular. With the ongoing uncertainty, brands should identify ways to turn challenges, that the pandemic has caused in the market, into advantages.

To successfully launch a product during the pandemic, brands should turn their “nice-to-have” offerings into “must-haves”. Brands should design products that can provide immediate solutions to the critical problems during the crisis.

While the problems are still the usual ones, like acquiring more customers, businesses should rethink ways of framing their problems according to customers' needs. For instance, instead of making a 12-month SEO strategy, marketers can make a 30 or 90 days paid traffic campaign to bring immediate leads.

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