It's been a bit of a rollercoaster for everyone, including politicians and policymakers. Put yourself in their shoes.
First, they spend all your time and effort convincing people to stay home.Then, the time comes round for those people to once again leave their homes and start spending money so that the economy can pick up so we don't go back to the stone age. But here’s the problem:
Nobody wants to leave their home.
Even with restrictions being eased, we pause to consider if it’s really necessary to step out. “Do I really need to walk my dog?” “Do I really need a haircut?” (Yes, you do!). The answer to the question will mostly be a BIG OL’ NO because regardless of your reason to step out, your brain is probably going to convince you that it's just not worth the risk...
...unless there's something more enticing on the table - like free money? And you better believe that there was!
Earlier this month, the mayor of Vienna announced that every household in the Austrian capital would get €50 to spend in local restaurants and cafes. All 950,000 households would receive a voucher in the mail that they could spend on anything they'd like! This gesture managed to do one thing that every marketer strives to do – to get your people to take their first step.
Vienna’s politicians and policymakers knew that once they got folks to take that step of faith to leave their home and actually have a meal in a public place, they'd be likely to do it again. And once their entire population takes the bait, they’ll have an economy that starts to get on its feet again.
Now, that’s a strategy.
The rules of marketing remain unchanged - whether you run a small business, a large enterprise, or a European city.