Thoughts of Viral Influence
We all know about the potential of viral marketing, though it has not appeared too much in the world of supermarkets, mass merchants, limited assortment stores and drug chains, as far as I am aware. Maybe we should be actively challenging our agencies (if we have them) and see what can be done. Free advertising through hits on social media, YouTube and the like are doing wonders for the careers of lots of people, but not yet on the sales of specific private label products.
But I digress. Viruses come to mind more today than usual, and I’m talking about the bad ones, not the good and useful marketing ones.
I was just talking to someone yesterday whose business is being badly affected by the H1N1 virus. Customers are staying away from the stores in large numbers. This seriously affects business, of course.
And earlier this week, I was talking with a senior exec at a chain, asking him what strategies they had in place in case of serious staff shortages resulting from a flu outbreak. They had plans. But also earlier in the week, I had been talking with a school administrator who had been spending the summer making plans with suppliers of cleaning materials, etc., to ensure the suppliers had flu pandemic strategies in place that would guarantee adequate supplies in case of plant closures.
Which brings me to retailers. How many of us have robust strategic plans in case of staff disruption, supplier disruption and, ultimately, customer stay-aways? Is our multi-channel delivery system in place and marketed carefully to ensure customers who are stuck at home are well aware they can order online from us and get supplies delivered? Is this a competitive advantage for you or a disadvantage against your key competitors? How ready are you for this?
Of course, you’ll find a lot of criticism related to the media hype over all of this. Are we being talked into a serious problem that doesn’t actually exist? I wouldn’t want to gamble on that theory. I am reminded of the year that Chernobyl happened, and sales of Chicken Kiev at Marks and Spencer in the UK dropped by over 40 percent overnight!
Perceived or real risk, would you be prepared if most of your customers decided they wanted to buy their groceries online? Or your suppliers of key commodities decide they can’t produce because their staff is all at home looking after the kids, whose schools have closed? The retailers with plans, alternative products and alternative delivery systems are the ones that will steal your share if you are not similarly prepared.
So think virally for a while, even though it might all be a storm in an egg cup. Or maybe it won’t.
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