d8 reflections on a post COVID-19 XM landscape

COVID-19
REFLECTIONS ON A POST
XM LANDSCAPE

WHY WE’RE
DOING THIS
Do you have to communicate as a brand, or do you better shut up until
the storm has passed? A lot has been written and said about the
COVID-19 situation today, but as a brand you must look beyond
tomorrow. At Demonstr8, we believe that brands have an important role
to play in a post-corona era.
As social distancing has become the norm rather than the exception and mass events are
no longer possible until the end of summer, experiential marketing is taking some of the
toughest hits.
Instead of wallowing in despair, we should look at this as an opportunity to rethink
experiential beyond these mass gatherings. Because the strength and relevancy of
storydoing remains the same: engaging and connecting with audiences. We need to remind
ourselves that it is not a channel, but a strategy that comes with a certain expertise. Only
now, more than ever, experiential marketing will be challenged to be executed in alternative
ways, answering market trends and consumer needs.

WHY WE’RE
DOING THIS
We have been reading a lot about it and monitor the situation on a daily basis. That is why
we have decided to summarise all the information for you in one clear overview.
In these uncertain times, how long the transition to a post-corona world will take remains to
be seen. Nobody knows exactly what "the next normal” will look like. Yet, we would like to
share this summary to start the conversation.
Because that is what you will find in this document: an overview of the 8 most impactful
topics for XM in a post COVID-19 world, on which we have made our storydoing reflections.
At a later stage, as you can read at the end of this document, we will share with you some
concrete ideas mapped on these 8 topics.
Feel free to go ahead and let us know what questions, comments and challenges you have
around this matter. We will be happy to discuss it with you!
Stay safe & enjoy the read,
Demonstr8

ACT INSTEAD
OF SPEAK:
STORYDOING
“Brands will need to be more
relevant than ever. Storydoing will
definitely become more important
than storytelling.”
Aude Mayence,
VP Marketing at Delhaize Belgium

1DATA-ORIENTED
EMPATHY
WILL BE KEY

Brian Solis, Global Evangelist at Salesforce
When we explore customer trajectory from their point of view,
we can make empathic investments and changes that are
informed.
1
“

1
DATA-ORIENTED EMPATHY WILL BE KEY
As consumer behaviour and emotional needs are
changing, it becomes ever more important to put people
at the centre and understand the factors beneath these
behavioural shifts.
Applying trial & error to XM will help brands to establish
the right tone and execution for their brand experiences in
a post-corona world.
What if we would dry-run
activations, so we can anticipate
on consumer needs and adapt
messaging towards them?
Sources: Brain Solis, Steven Van Belleghem

2NEW HEALTH
ATTITUDES
EXPECTED TO LAST

2 in 3U.S. consumers say their concern of cleanliness and
sanitation of venues will be higher than prior to the
pandemic.
2
Photo: Getty

NEW HEALTH ATTITUDES EXPECTED TO LAST
In times were health is anything but secured, many people
are rethinking their lifestyle, both physically and mentally.
These shifting attitudes towards self-improvement, with a
bigger focus on exercise and healthy food, are expected
to last post COVID-19.
Additionally, the long-lasting hygienic impact of this
pandemic will turn tight hygienic standards into a general
consumer expectation.
2
What would XM activations look
like when meeting new healthy
lifestyles and strict hygienic
standards?
Sources: IPSOS, McKinsey, Forbes, Marketing Tribune, Kantar, UBA, Variety Survey

3
BRAND PURPOSE
& RESPONSIBILITY
TO BECOME
THE NORM

3
Fanhe Town, Tieling (China)
10-day interval contrast between smog (left) and clear skies (right).
Photo: Tomskyhaha
75%of Chinese consumers worry more about threats like
pollution, while 64% consider products that are
more environmentally friendly.

BRAND PURPOSE & RESPONSIBILITY TO BECOME THE NORM
As a result of consumers’ insecurity and uncertainty of
how to manage their lives in the next months, they
are watching others for guidance, including brands. The
virus is prompting brands to show the real power of
purpose.
With a clear positive impact of the pandemic on our
planet, consumers are becoming even more
environmentally conscious. More than ever, consumers
are expecting brands to act responsibly and contribute
something good to society.
What if brand purpose wouldn't be
just a campaign pillar but the
actual base of the brand
activations of tomorrow?
3
50%More than 50 percent of the Belgians
believe that brands are more relevant than
governments in helping and guiding them
towards a better future.
Sources: Havas Meaningful Brands Research, Harvard Business Review, Steven Van Belleghem,
The Drum, Creative Review, The Drum, VRTNWS

4
SMART MICRO
EXPERIENCES
& NEW TOUCHPOINTS
ARE ON THE HORIZON

The Empire Polo Ground, Indio (USA)
The grounds where Coachella Valley Music and Arts Festival
takes place every year, are now completely empty.
Photo: Getty
47%of U.S. consumers states that the idea
of going to a major public event will scare
them for a long time.

4
What if a ‘next normal
mass’ = micro + micro + micro +
micro + …?
SMART MICRO EXPERIENCES & NEW TOUCHPOINTS ARE ON
THE HORIZON
More than ever, we are connecting with friends and family
as we started to revalue deep human connections during
lockdowns. Logically, it shouldn’t be a surprise that 65%
of people are most looking forward to out-of-home dining
and gatherings with friends after COVID-19.
It goes without saying there will be a revival of certain
activities that weren’t possible due to the pandemic (out-
of-home shopping, going to the hairdresser or getting a
manicure). But also the touch points we discovered during
the lockdown remain important. It will be looking at these
(new and not so new) small experiences to be able to
achieve mass range.
Sources: Forbes, Variety Research, Kantar, Tom de Ruycke

5NEW TARGET
GROUPS WILL
BE BORN

LOGISTICS STAFF POLICE OFFICERS RESIDENTIAL CARE CENTRES
NURSES HOSPITALITY MANAGERS FIREFIGHTERS VIROLOGISTS
TEACHERS HOMEWORKERS UNDERPRIVILEGED STUDENTS
GOVERNMENT LEADERS THE TEMPORARILY UNEMPLOYED
SINGLES THE ELDERLY INFORMAL CARERS THOSE
WITH SUMMERHOUSES STUDENTS POSTMEN DELIVERY GUYS
ATHLETES PARCEL DELIVERY STAFF FOOD BANKS TRUCK
DRIVERS THE MENTALLY ILL MINISTERS DOCTORS
GRANDMOTHERS GRANDFATHERS STAY-AT-HOMERS GARBAGE
MEN AID WORKERS SILENT HEROES NEIGHBOURS BICYCLE
COURIERS BORED KIDS HANDYMEN THE ONES IN A LONG-
DISTANCE RELATIONSHIP THE STRANDED CASHIERS …

6AT-HOME ECONOMY
IS GOING TO
STAY RELEVANT

Photo: Getty
6
10%More than 10 percent of consumers say they enjoy
staying at home during the lockdown…
and will continue to do so after.

AT HOME ECONOMY IS GOING TO STAY RELEVANT
The new stay-at-home economy will continue to be
valuable in a post COVID-19 era. Home-centric activities,
such as in-home entertainment, teleworking and covid-
cocooning are expected to stay relevant. This will
ultimately lead to new consumer habits.
With the chances of a summer without travelling,
staycation is likely to be reinvented. XM agencies will need
to understand this rebased normal to create pleasing mini-
experiences or events at home.
6
What will in-home brand
activations look like in a next
normal?
Sources: Kantar, Nielsen

7ONLINE EXPERIENCES
WILL TURN
MORE MAINSTREAM

Johan Sjostrand, President West, Central Europe and Pacific Zone, Nielsen
Industry players will need to define more seamless online to
offline experiences. The longer the COVID-19 environment
extends, the more embedded new habits will become and that
creates a lot of new opportunities.
7
”
1 in 3marketeers are investing more in social platforms,
influencers and use livestreams to stay
in touch with their target audience.
Photo: Getty

ONLINE EXPERIENCES WILL TURN MORE MAINSTREAM
Marketeers are looking at smart use of technology to
regain online traffic and connect with consumers in new
and innovative ways. This move towards digital and online
may continue as “normality” returns.
Now that mass events aren't likely to be happening in the
next normal, the challenge is to target our
experiential audience in a similar way, virtually or digitally.
Entertainment locations, for example, are keeping their
consumers loyal by livestreaming DJ-sets.
7
What do digital brand
experiences need to achieve the
same emotional connection with
consumers as in real-life events?
Sources: CrossMarks, Nielsen, Adformatie, AdWeek

8LOCAL RELEVANCE
ABOUT TO GAIN
MORE ATTENTION

Marion Debruyne, Dean of the Vlerick Business School, Professor in Marketing & Innovation
I’ve called a local shop to get advice for my online order and had
a nice chat with the owner whose updates I follow on Instagram.
Consumer experience that is human makes the difference.
8
“Photo: Getty

LOCAL RELEVANCE ABOUT TO GAIN MORE ATTENTION
More than 60% of consumers say they buy less in big
department stores, to the benefit of local shops.
As a form of support, consumers will keep paying more
attention to local companies and even rediscover our local
communities, as these offer a certain amount of trust
value and a human touch.
This will ultimately ask XM to rethink its channels from
high-reach touchpoints to (more personal) local ones.
8
What if brand activations are
more locally relevant for
consumers and local
communities?
Sources: McKinsey, Vlerick Business School

1 DATA-ORIENTED EMPATHY
2 NEW HEALTH ATTITUDES
3 BRAND PURPOSE & RESPONSIBILITY
4 MICRO EXPERIENCES & NEW TOUCHPOINTS
5 NEW TARGET GROUPS
6 AT-HOME ECONOMY
7 ONLINE EXPERIENCES
8 LOCAL RELEVANCE
8 REFLECTIONS
A post COVID-19
XM landscape
What if we would dry-run activations, so we can anticipate on consumer needs and adapt messaging towards them?
What would XM activations look like when meeting new healthy lifestyles and strict hygienic standards?
What if brand purpose wouldn't be just a campaign pillar but the actual base of the brand activations of tomorrow?
What if a ‘next normal’ mass = micro + micro + micro + micro + …?
What will in-home brand activations look like in a next normal?
What do digital brand experiences need to achieve the same emotional connection with consumers as in real-life events?
What if brand activations are more locally relevant for consumers and local communities?

CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE
SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS
COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING
SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY
TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED.
SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON. STAY TUNED. CREATIVE SOLUTIONS COMING SOON.

Demonstr8 BV
Havenlaan 86c, 9b
1000 Brussel
Thank you.
In order to answer all these ‘what if’ questions,
we have started working creatively on the 8 topics as well.
This way we can face this challenging future together
with concrete storydoing ideas.
They will be coming your way in the next couple of weeks, so stay tuned.
If you have any questions, comments or challenges in the meantime?
Please let us know at hello@demonstr8.com. We are looking forward to
discussing them with you and your team!

d8 reflections on a post COVID-19 XM landscape

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