By Lisa Purichia
Partner, Director of Accounting Services & Retirement Plan Services
Although COVID is continuing to leave its mark on all of us, you can’t let it push your business further behind. You have to get out in front of the issue. As the adage goes, “the only way out of the fire is through it.”
During the past year, it’s understandable for businesses to be more reactive than proactive. But with COVID cases declining and the promise of vaccines going into arms and supporting therapeutics, you must prepare for getting back to business in a proactive manner.
Now is the time to focus on growing rather than just adapting. Don’t lose sight of marketing and business development. Take a cue from Burger King, which recently revealed its first rebrand in 20 years. Among other things, the fast food company simplified its logo to make it look clearer and cleaner on the mobile devices with which more people are ordering food now, especially amid COVID.
Another example of a company embracing change and focusing on marketing efforts is Panera Bread, which went from conducting large on-set L.A. commercial productions with large crews to working with actors and editors remotely. For this ad, a Panera delivery driver filmed herself on a delivery route and delivered the footage to the director.
Nike has a great attitude about how it can change in ways not only appropriate for now but for the future as well. President of Consumer and Marketplace Heidi O’Neill said: “We’re thinking a lot about the reopening of stores and how we create safe environments. But we flipped it and we’re not saying, ‘Okay, here’s what we have to do.’ We’re asking, ‘What are ways that can make the consumer experience better now — that might be better forever?’”
B2B consumers are increasing their activity, so it’s time for you to follow suit! Spread the word about what you can offer them and implement measures that are not only safe and convenient during COVID but efficient for where you’ll be days, weeks, months or years down the road. Don’t let your proactive competition leave you in the dust. Get your business development engine ready, and start racing toward the future … NOW!
The one thing the COVID restrictions and disruptions taught most of us was that we are more adaptable than we originally thought, and we can adapt much quicker than we ever planned!