Marketing in an uncertain world

The world feels uncertain and uneasy. Do you need to adapt your marketing? 

The quick answer: yes! 

Visitors will still come - they really want and need an escape. But they're behaving a little differently and it pays to understand what's in their mind. 

Can you adapt the images and words you use - in your social media, email marketing, website etc - to take account of these changes? 

I've been around for a long time, and gone through many ups and downs in the visitor economy. During uncertain times we start to crave certain feelings or activities so it's worth adapting what you say to show you understand how your potential visitors might be feeling. 

During uncertain times, we...

turn towards family and friends, valuing time with them even more

are uplifted and reassured by anything positive and optimistic (it must be realistic though)

look for things that are comforting and familiar - this could mean returning (when reminded) to places we have enjoyed in the past, or simply responding better to repeated promotional messages by businesses we trust because it feels like they're stable

look for value for time and money - both are important. We might be attracted by the odd bargain but we've become cynical and don't always trust sales and cut-price promotions. If we spend money, we want it to count. 

feel nostalgic, ready to recreate moments of happiness or to return to familiar activities (have you noticed the growth of analogue activities and 'grandma hobbies'?)

want things to be clear and simple - there's too much other complicated stuff in our minds right now so if you want us to visit, you need to make your strengths clear

value reassurance, whether from satisfied guests, reviews or recommendations from friends and people like us.

Which of these are most relevant to your business? How can you adapt your marketing and the words/phrases/descriptions you use?