Sydney Webber: The importance of Innovation and creativity in marketing

The Covid-19 outbreak has forced many companies to re-evaluate how best their employees can deliver relevant customer experiences and how digital channels can be used to support business continuity through the crisis and beyond.

Organizations with the mindset of achieving a sustainable competitive advantage have to understand the needs of their target audience and translate this into winning marketing strategies. 

This, right here, is the game plan. 

Strategic marketing helps to make the most of an organization’s positive differentiation over its competition through the consumer's perspective. For this Rediscover marketing post, we had a highly experienced strategic and brand marketer—Sydney Webber. She shared proven brand marketing strategies for running a successful business post-pandemic.

Meet Sydney Webber of NBP Capital

Sydney Webber is the director of brand marketing in NBP capital. She joined the company some four years ago as the pioneer marketing personnel and has since then changed the face of marketing. Sydney is responsible for developing and enhancing the Templeton's brand through sophisticated and holistic marketing initiatives including actionable analytics, elevated customer engagement, and industry-leading technology.

The NBP capital is an owner-operator brand focused on developing and investing in real estate assets for a long-term hold. The company employs business processes to reduce costs and improve efficiencies towards delivering compelling investment returns to clients. 

The impact of the pandemic on the company’s growth

Today, business owners are faced with overwhelming challenges as they continue to navigate the impacts of the COVID-19 pandemic. Many organizations are already taking “unrepentant” actions to emerge from the pandemic stronger. These growth leaders are facing the crisis with a spirit of reinvention—accelerating digital transformation.

Sydney stated that some of the challenges the companies faced during the pandemic includes financing big projects and getting extra rooms in the suburb for home offices. Traditional ways of doing business may have come under pressure during the pandemic, but some organizations are showing creativity and imagination in adjusting to the new reality. One of the key ways they are achieving this is by investing in business innovation. 

Here, Sydney shared niche marketing tips and strategies that helped her organization excel during the pandemic, one of which is Virtual Marketing. She explained that their conventional method of reaching out to clients became challenging during the pandemic. Her team had to develop innovative communication channels such as virtual tours, YouTube videos, and also employed the use of third-party tools.

Consumers' values are changing rapidly. Once the pandemic is over, growth leaders will need to consider the impact of these changes on the way they communicate and run the experiences that people need. 

Here are the best marketing strategies which Sydney recommends for marketers and growth leaders to enable successful business pivots in the first quarter of the post-pandemic era:

• Transparency: Growth leaders should really pay close attention to transparency. It is of notable fact that employees will be more engaged and committed to the vision of the company in a transparent organization. 

• Innovation and Creativity: Marketers and growth leaders should be willing to innovate and grow together with their customers. Creative ideas and innovative approaches can come from almost anywhere, and the best tend to come from customers. They can bring new perspectives and ideas, so listen to them and show openness to feedback. 

• Social responsibility: Companies that will really succeed after the pandemic are those that have shown that they care for their employees and customers. This pertains to people and organizations conducting business ethically and with sensitivity towards environmental and economic issues.

• Data Review: Now that business is gradually evolving, post-pandemic, it is important that marketers take a critical look at data. It is time to revisit and update business plans and best marketing strategies for the New Year. Sydney highlighted two key points for growth leaders to look out for in data from the sales perspective: the responsiveness of the team to new processes and the conversion rate of the team.

• Specificity: Growth and marketing leaders can try including everyone; however, they do not necessarily have to appeal to everyone. Sydney stated that businesses and customers are best approached with specificity. Clients do not have generic challenges; they have specific problems unique to their situation. 

In conclusion, Sydney noted that as an organization at large, you need to stick to your niche and focus and invest in targeted marketing practices that drive growth. Have you been able to develop new strategies for your business this New Year? Let us know in the comment section.