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Marketing for a new era


Matthew Howells, International Director at Mulberry Marketing Communications, explains why these challenging, uncertain times should galvanise and excite the cleaning industry to get marketing strategies right.


The emergence of novel coronavirus has raised the cleaning industry’s profile to new heights, as cleaning


terminology has entered everyday language. Furthermore, the importance


of cleaning to health has been revealed in ways previously only fully appreciated by the industry itself.


Across all areas of society there’s a commitment that reflects a developing and deeper understanding of why enhanced hygiene is fundamental in protecting everyone. Yet it’s a commitment that is being made in the face of supply chain difficulties and increased demand, which has seen facility managers and consumers alike struggling to secure the necessary cleaning products and tools they need. Whilst many unknowns remain, cleaning will continue to be viewed as essential for maintaining health and safety.


A unique opportunity


Despite the day-to-day challenges, this is a unique moment. The cleaning sector has the opportunity to promote its expertise, products and services to a world more willing to listen to what they have to offer than at any other time.


Whether you're a product manufacturer, distributor or building service contractor (BSC), it’s crucial your marketing is effectively targeted to nurture relationships with customers and prospects to give you the best chance of success in this new era. Operating in the shadow of COVID-19 increases the pressure on getting your strategy right. The previous preference for cleaning that is ‘good enough’ is being rapidly superseded, as cleanliness is now becoming a ‘must have’.


With more people hypersensitive to cleanliness and disinfection, you can expect purchasing decisions to transition from price-led to quality-based. Incorporating


(https://www.nytimes.com/2020/03/18/us/coronavirus-janitors-cleaners.html) 60 | FEATURE


messaging into your approach that reflects this sea change is a priority.


This represents a tremendous opportunity for the cleaning industry, and puts the spotlight on your marketing and communications even more than before. Companies that implement marketing best practices will inevitably be better positioned initially to get their products and services in the hands of those frontline cleaning professionals who are instrumental in protecting the public.


Time for expertise


Best practice has evolved for a reason. That’s why it's a good place to start for an inventory of the health of your marketing tools and practices to ensure you can respond to the new post-COVID-19 challenges. Nevertheless, if your marketing becomes too fixed on simply repeating existing best practice it could lead to accusations of you being less able or open to adapt to change.


Achieving marketing best practice is only part of the solution. As a full-service global marketing agency representing clients across the complete gamut of the cleaning industry – from international industry associations, to leading companies providing cleaning chemicals, products and services worldwide for many different sectors – we are identifying a fundamental demand for expertise.


Communication that knows the market


However, for companies to reach their goals in this new era of cleanliness requires a conversation based on mutual expertise. This doesn’t just refer to the cleaning expertise of the companies themselves, but also reflects their need for a partner that can deliver the same level of expertise in communications, based on appropriate broad sector experience and the deep understanding that this brings.


It’s why we are busy creating multiple campaigns for


(https://www.ctvnews.ca/health/coronavirus/new-normal-this-is-how-covid-19-could-change-cleaning-forever-1.4884040) https://www.supplychainmovement.com/three-quarters-of-european-supply-chains-are-negatively-impacted-by-coronavirus/


twitter.com/TomoCleaning


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