COVID-19 Recovery Projection and Planning: Scenario 1
- Posted by Tanya Grover
- On March 27, 2020
We can’t know for sure what recovery will look like, or when that recovery will be on the way. But here at Screen Pilot, we believe that we can plan with multiple scenarios in mind so that we’re prepared no matter how COVID-19 recovery actually takes place. This is the first of two possible scenarios we’ve identified.
In this scenario, social distancing restrictions end before hotels observe an increase in search volume for both brand and unbrand terms. What if this scenario comes to pass and we need to react based on changes in policy rather than user behavior, like we would in Scenario Two?
As a team of marketers, we want data to tell us what to do, but in the case of the economy opening back up and social distancing restrictions being lifted, we need to be ready to flip the switch. If you’re running paid media on restricted funds, that means setting a plan for slowly ramping up spend. If you’re suspending paid media for the time being, that means knowing exactly what you’re going to do and when you’re going to do it long before you get the green light.
Adapt Your Strategies
This doesn’t mean returning to the strategies that were used in January. Those strategies didn’t take into account the impact COVID-19 would have on travelers. We outline messaging and targeting recommendations in our other articles, but to elaborate on targeting in this specific case, remember that just because sanctions may have been lifted in the United States doesn’t mean that your guests from international markets are eligible to travel yet.
Keep your eyes on regional trends as well as Google Data Studio Dashboards so you have an idea of who you should be communicating with. Use your time with no or reduced paid media to revisit your messaging strategy so you have ad copy and landing pages ready to deploy.
Here at Screen Pilot, we’re not just marketers, we’re consumers. Take a peek at some of the social creative and messaging ideas we’re loving. Want to adapt some of these ideas to your property? Get in touch!
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