Companies and marketers are facing unusual times. Since the coronavirus has impacted global businesses, nearly all companies have had to make pivots in strategy to accommodate the rapidly changing environmental conditions.
One of the industries hardest hit by the coronavirus is travel and tourism. Airplanes are nearly empty as states implement stay-at-home policies. Hotels have empty rooms. Restaurants are restricted to curb-side delivery only. Honestly, it’s a mess and every marketer has to be up for the challenge and demonstrate agility.
Case in point: Airbnb has had to halt its ‘Experiences’ business where local residents provide unique experiences to travelers. It hosts 40,000 events in more than 1,000 cities around the globe. But, due to coronavirus, the in-person experiences are closed until stay-at-home restrictions lift.
Pivoting with the changing environment, Experiences offers online events in more than 30 countries. Experiences include tango lessons with a Latin Grammy nominee, guided meditation with sleepy sheep in United Kingdom, meditation with a Japanese Buddhist monk in Japan, and my favorite – a day in the life of an Olympic bobsledder!
Airbnb provides free experiences for isolated senior, giving them an opportunity to meet new people, but also travel anywhere in the world to learn something new.
Search out new experiences.
Group Activities and Discussion Questions:
Discuss the differences between marketing products and marketing services.
What has been the impact of the coronavirus on the travel and tourism industry?
What are ways that this industry can stay relevant and responsive to a changing marketplace?
Feeling stressed? Kids and adults need to be able to relax and play. One toy company ready to accommodate adults is a long-time favorite around the globe – Lego!
Lest we think that Legos are only for young kids, the company has set its sights on the adult market, promoting the colorful blocks as a way to escape stress and achieve a level of calm. Lego has new, more complicated and expensive kits that are targeted at Gen X members. New kits include the Central Perk café from “Friends,” a vintage Batmobile, Star Wars Millennium Falcon, Harry Potter Hogwarts Castle and many more. Lego has also revised instruction manuals to make kits foolproof and introduced new models that have soothing movements.
Adult Lego fans also have their own Facebook and Reddit groups, along with the acronym AFOLS (adult fans of Legos). Plus, in a master stroke of branding, Legos now has a prime-time TV show featuring teams competing to build Lego masterpieces. There are even books that focus on the joy of playing with Legos.
It’s a new year and a new time to set some resolutions, right? Target thinks so and has come up with a set of resolutions about the joy of movement, being inclusive and accessible. These resolutions are a lead-in to a new Target brand of athleisure apparel.
Athleisure apparel sales in the U.S. have grown 140% in the last decade and is expected to reach $83 billion. Athleisure is a crowded market however, with loyal followers of brands such as Lululemon and Athleta. What will Target need to do to create value for customers of its new “All in Motion” line of active wear and sporting goods?
The company did extensive research for the new line. Target gathered data from more than 15,000 men, women, and kids, from all areas of the country, to gain insights into what customers want from their sporting apparel. The result is a new brand of sports apparel that was developed for the entire family, at all stages of fitness, and in diverse sizes.
All in Motion also uses sustainably-sourced materials, and includes features such as water-resistant, UPF50+ sun protection. Designs include secure zippered pockets, thumbholes in sleeves, and is a broad range of sizes. But the best part is that prices will be mostly under $40.
Ready to move?
Group Activities and Discussion Questions:
Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
Ask students what data they would need in order to make a marketing decision to start this product line.
Divide students into teams. Have each team do secondary research to answer the questions such as industry overview, size, growth, competitors, social trends, new technologies, environmental impact, etc.
Debrief the exercise by compiling information on the white board. Does this give a good picture of how Target arrived at its decision?
Source: Ad Week; Minneapolis Star Tribune; other news sources