Many people assume that a well-designed, well-executed and well financed marketing program will work. It would have worked during normal times, but these are pandemic times and it is hard for businesses around the globe.
A few essential laws can be put forth to understand these difficult times.
1. Law of the Category: It is useless if you did not get into prospect's mind. Find a new category you can be first in. For instance, try out a virus free shirt. Concept of virus free has already been adapted by several companies around the globe. For instance, Century Plyboards (India) announced the use of nano technology in manufacturing of its plywood and laminate products. The highly activated and energized Nanoparticles physically rupture and kill viruses encountering it.
2. Law of the Mind: IBM was not first in the marketplace with mainframe computer. Remington Rand was first, with UNIVAC but thanks to massive marketing effort, IBM got into mind first and won the computer battle early on. Being connected to apparel industries you can advertise your fabric out of which your apparels are being made. Take for example Livinguard masks. Swiss hygiene company Livinguard Technologies with operations in India has come up with a face mask that can directly inactivate bacteria and viruses, including 99.9% of the novel coronavirus SARS-CoV-2. The principle underlying the Livinguard Technology is empowering the textile surface with a strong positive charge. When microbes encounter fabric, the microbial cell which is negatively charged, is destroyed leading to permanent destruction of the micro-organism. Once this stuff is put in the mind people will prefer Livinguard masks only.
3. Law of Perception: The law of mind is followed by law of perception. If marketing is a battle of perception and not product, then mind takes precedence over marketplace. People believe that they analyse the situation to make sure that truth is on their side and they sail confidently into marketing arena, secure in the knowledge that they had best product which will ultimately win. This concept is a complete illusion because all exists in the minds of the customer and prospects. It will be immensely helpful to change perception as borders are still closed, so import is limited. This increases the value of local stock and creates an opportunity to increase profitability as soon as shops reopen. Selling products on the local market, made from your available stock of fabrics, can be profitable.
4. Law of Focus: The law of focus will help you “burn” your way into the mind by narrowing the focus to a single word or concept and that word is “Corona-Virus Free clothing”. It is the ultimate marketing sacrifice. The leader owns the word that stands for the category. However, if you are not a leader, then your word must have narrow focus. Even more important; however, is that your word must be “available” in your category. Make sure that you Prevent, Prepare, Inform, Educate and Listen.
5. Law of exclusivity: In these pandemic times with economies around the world are plunging deeper into recession this law would be highly beneficial. For instance, your competitors may own a word called “Corona-Virus Free masks” it futile to attempt to own the same word. So instead you can use “Corona-Virus Free Designer Masks”. These masks will be coronavirus free and tessellated to provide safety and smile both at the same time. Take the example of Tarun Tahiliani who uses quilt material to create masks. Through the quilted structure of the mask, he aims to champion the tailors, pattern makers and kaarigars he has worked with over decades. The focal point is the lip-stone embroidery on the front to give an illusion of merging with the face.
If you do have any follow-up questions, feel free to contact me.