“67% of customers say they would switch brands if another brand of similar quality took a leading position on a current issue. ”
Many businesses are planning to market their way through the pandemic. This means there will be more competition for share of voice among businesses targeting the hospitality sector. And next year will be even more of a competitive environment, as customers place greater emphasis on managing costs.
Making the most of Thought Leadership
To create more impact with your marketing budget, we often recommend taking a Thought Leadership approach to campaigns, especially since 67% of customers say they would switch brands if another brand of similar quality took a leading position on a current issue.
It is also worth bearing in mind that taking a lead on an issue that matters to your customers can help your sales teams have more value-based sales conversations with buyers.
There are lots of good examples out there, including Unilever Food Solutions’ campaign #FairKitchens – a movement of chefs supporting chefs to make kitchen culture more open, inclusive and healthier.
At Délifrance, Thought Leadership comes in the shape of the company’s bakery reports, which offer insight into consumer and sector trends. The company also produced a sector-specific report this year to help the hotels get back up and running after the first lockdown.
Three key considerations:
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Does your Thought Leadership initiative align with what your customers need?
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Are you truly adding something new to the conversation?
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Is there a strong and clear link between your brand and your initiative?
For more insight and help planning your marketing, check out our Marketing Roadmap for 2021.
It’s a short, sharp piece using our knowledge and expertise to help marketing teams plan for the year ahead. From nailing down the commercial value of activity to deciding which media channels to use.
If you want to chat through any of the points in the piece, or need any help with your PR or marketing, please get in touch.
