3 Data-Backed Messages Converting Customers in the Coronavirus Economy
In the weeks since COVID-19 was declared a pandemic, there has been an inordinate lack of data about how spending habits and media consumption are changing with consumers.
My marketing agency, Win BIG Media has an exclusive partnership with the largest data collection company in America. We’ve been working with them over the past 5 weeks to analyze consumer behavior in the marketplace regarding COVID-19, how it’s shifting, and how companies can take advantage of it.
In a matter of weeks, Americans have completely reprioritized their life values and (for the first time in 10 years) their spending habits.
My question to you is this: “Do you know how to convert customers in the new coronavirus economy?”
If not, I’m about to give you life-changing answers, backed by extensive real-time consumer research and data.
And I’m doing it for free …
A quick summary of the data report I’m going to give to you:
First, we surveyed 4,888 American consumers about their changing views and behaviors from the pandemic (after “social distancing” and most “stay-at-home” orders were put into effect). Then, we modeled the results to a database of 200 million+ connected American profiles (this is based on billions of up-to-the-moment trackable purchasing decisions).
This is the first major in-depth look at consumer spending habits since the pandemic hit in full-effect. We just got the data back and it’s crazy interesting.
In the past week alone, I’ve briefed and advised some of the top CEOs in America on the research findings. All of them have told me it’s a game changer and that our pre-coronavirus economy is over.
A new economy is about to emerge. There will be new winners and a lot of losers.
The data I’m giving you holds the key to the winners.
Within 3 months, we’ll most likely get back to work and every business will be competing with the same message. There is a small window of opportunity for you to take advantage of this information.
In the last 10 days alone, I’ve also appeared on ESPN, Gary Vaynerchuk’s new multi-platform show “Tea with GaryVee”, Douglas Burdett’s podcast, + private briefings for Mike Dillard’s “Revvenue” CEO community, and Michael Hyatt’s CEO mastermind group.
*If you want more context to understand how you can use the data, listen to these linked interviews where I give background and many specific real examples.
The demand is so great for this data that I’ve had to turn down 27 interview requests in the last 48 hours alone.
So, in an effort to streamline the process, I’ve decided to make the report public, and I’m giving it away for free. No opt-ins. No funnels.
Take it. Use it. Grow your business. It’s vitally important.
What is super cool about the data is that it tells us how consumers are looking at the markets and what messages will work to increase ROI during this moment.
Bottom line: The ad messaging or sales pitch that worked just a few weeks ago has flip-flopped.
When you open the document, my advice is to focus first on question 40. It’s the most important page of the data because it tells a story (especially for me).
My agency has now worked to market 43 companies (from Fortune 200 to publicly traded companies to start-ups). We’ve always overlaid their customer/client data online, tracked their customer/client actions, and then developed a strategic marketing/messaging plan around how these customers/clients want to interact with our clients’ brands, products, or services (not the other way around).
It’s not just what the customer is saying, it’s analyzing their online actions (which is why the data is so impactful).
Common messaging themes we’ve built for clients over the past 5 years have been focused on (based on the data): “Looking successful and smart, acquiring wealth, status and influence, and having a life full of excitement, novelty, etc.” This is very broad, but you get my gist.
Whether it’s an apparel company or a law firm or a pharmaceutical company — all have followed this type of messaging and it all worked.
But now, it’s at the bottom of consumer priorities. For example:
- If you are an “influencer” without any real substance to your brand — you are dead.
- If you are a “consultant or coach” without any valid credentials — you are in deep trouble.
- If you have a business that’s exploiting “status and significance” — you have to pivot your message immediately.
According to the data, here are the top 3 messages consumers want to hear from you right now (if you establish this clearly in your sales and marketing messaging):
- Helping others
Seems obvious, but a messaging foundation must address these factors (in a myriad of ways depending on the customer or client you are targeting).
For example: We work for a national pest control company — we aren’t marketing them by saying, “Save yourself from the coronavirus, hire us!”
We are positioning them this way: “We’re all making budget cuts right now, and all of our families are staying at home — this is a time when warm weather bugs and rodents want to come into your home. You must keep your family safe and immune from the diseases they carry. We are here to help you. Our technicians wear gloves, masks, visors, etc. Don’t leave your family vulnerable.”
We started this campaign in early March. It’s crushing.
I know you will find the data valuable so here is the link.
Take it. Use it. And by all means, share it with anyone who needs it right now.
*Let me repeat, if you have questions on how to interpret the data, listen to the interviews I’ve linked above. I give a lot more context, specific examples, and even go deeper on another critical point in the data — how consumers have changed their media consumption habits in the new coronavirus economy.
Trust me, you don’t want to spend a dime on advertising until you understand these disruptions and my take on them.
Over the next few weeks, we’ll get updated data, and I’ll be happy to share that too.
P.S. — In the model of the great Seth Godin, I only write these posts to share ideas and help fellow business owners. It’s a place to learn and grow without fear of being spammed or putting you in a sales funnel. I’m not doing that. If you know any like-minded individuals who might be interested in these articles, please have them email me (firstname.lastname@example.org) or sign up here.