The world is different, there is no doubt about it. As expected from your average millennial, I can’t help but think about how big all of this really is. There are countless businesses and industries that have had to take drastic steps in order to survive this wave of uncertainty, and even then, it’s not a guarantee. So, I found myself thinking, what are you supposed to do?
Whether you are a fellow digital marketer, a business owner or a genuinely curious person, we should all be asking this same question. The good news is, I might just have the answer.
Contactless connections.
Think about it for a moment. Businesses are all fighting for their place in every industry just as if it’s the beginning of time. It’s as if every single industry experienced the big bang in their own respective ways and they had to start again. So, what will truly pave the way to all of these brands being able to rebuild and exist harmoniously? Create unconventional and unique connections that are completely contactless.
How? I’m glad you asked.
New Voice, Who Dis?
Now is the time to comfort your audience, restore their confidence in your brand, and your new commitment to becoming contactless, all while finding ways to be bold. There is nothing I love more than a good old rise from the ashes, and this is that moment. Take the time to assess your brand’s voice, tone and messaging that you are putting out there. Does it suit the current global climate? Do you shy away from the scary topics because they’re, well, scary? Have you leaned into using the term “contactless” rather than leaving it out in fear that it will scare your audience? Consider your brand’s identity carefully and make unconventional changes like a new social campaign around navigating the “new contactless normal” or be blunt and give your audience reasons why your product is necessary now more than ever.
Experiment with Omnichannel Marketing
This is a big step, but one that could be extremely beneficial. Creating a seamless experience from start to finish that is also contactless is something that only a few large brands do well but scaling it down to fit your business is entirely possible. Omnichannel marketing is a way to form an unobstructed path for your audience to travel through from products, marketing, customer service, experience, etc. An example of a brand who has mastered this strategy is of course one of our team favourites, Disney. First, you visit their site and book your experience, then you are given access to their My Disney Experience and Fast Pass tools that allow you to plan down to the detail of which line you don’t want to stand in. The cherry on top is their Magic Bands that act as a contactless payment, a food ordering tool, and they even store photos you may have taken with characters.
Of course, visiting parks isn’t entirely encouraged right now. But what Disney has created is undeniably one of the best Omnichannel strategies that is almost entirely contactless, and it was developed before the outbreak. Creating a contactless journey that is carefully mapped out and convenient to your customers is pretty unconventional, so naturally, I highly recommend.
We’re Going Mobile
More time at home in order to remain contactless from the rest of the world means more time that can be spent on your phone. All of those mobile users who are aimlessly scrolling through apps emails and websites are ripe for the picking, but as I said, every business is fighting for their attention. So, where does that leave you? Surprisingly, a lot of companies don’t spend that much time ensuring that all of their initiatives are entirely responsive on mobile. I can’t tell you how many websites, emails, even social posts (don’t know how but they found a way) just don’t make sense at all on mobile phones. The amount is staggering because it’s a tedious task that not many people want to commit time to. That’s where you come in! Treat mobile experiences as if they are the star of the show and the people will follow. Create responsive websites, or custom graphics/ content just for mobile. Whatever you need to do in order to look at your competitors and say “Yup, ours is way better”.
Contactless Payments
I hesitated to include this part because it seems almost too obvious, but my boss made a comment that sparked a thought. Why do contactless payments have to be obvious? Why can’t they be WAY more than what we think they are? Sure, everyone and their dogs are finding ways to include contactless payments into their strategies because it is the easiest to tackle but let me ask you this. What do you think it means to utilize contactless payments? If the first thing that came to your mind was tapping your debit card somewhere, please know that I am hanging my head a little bit, but I am also not surprised. Don’t get too hung up on inside-the-box thinking or follow too closely behind your competitor’s strategies. This is a rare opportunity for you to turn something obvious into an experience that really makes people turn their heads. You could take your entire small business that was initially a store-front and turn it into an ecommerce space where every part of the customer journey is contactless, including the payments. You could rely on social media and post a unique or exclusive “product of the day” that you want to focus on selling and whoever comments first is the lucky new owner. You could even go as far as making your curb-side pickups a good time by having one of your team members throw confetti in the air with each sale to celebrate your customer’s willingness to stay contactless.
So, my point is, don’t be like me. Don’t concern yourself with the fact that something is “too obvious” and just skip over it. Think about it, talk to someone else and gain a new perspective, and then DO IT.
It’s Time to Commit
Sure, it’s a weird time to live in right now. Even writing this piece I found myself staring at the word “contactless” and kept getting sidetracked by how we even got here. Silver lining? There are tons of ways to innovate and connect unconventionally while remaining contactless. I can emphasize with any business owner out there who is close to throwing their hands up, but if there was any time to shoot your shot, it’s now. Be considerate, but bold. Make big changes without fear of them not working. And, hey, if there is something else I missed, share it with us! We want to know how you’re positioning yourself to be contactless so we can celebrate your win with you.
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
Connect With Angelica on LinkedIn 
