When COVID-19 restrictions begin to be lifted, the process is likely to be phased. Indiscriminate, broad brush marketing campaigns risk wasting vital cashflow, promoting messages which large segments of the population are not ready to hear, and potentially even creating a backlash.
Robin Cantrill-Fenwick (CEO) and David Reece (Director of Consulting) from Baker Richards’ team of cultural consultants outline approaches to segmentation that will help you to connect with your audience in the right way, tailoring your communications appropriately as different segments begin to buy tickets again.