About This Episode
Gaurav Bhawnani is the Co-founder of Superhumans.ai – a SaaS product for people-first organizations. He is a marketing professional with 6+ years of experience in industries ranging from revenue, category management, P&L management, and more. He firmly believes in the school of ‘first principle thinking.’ Previously, Gaurav was the Head of Retention & Growth Marketing at Licious – an online meat delivery platform.
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In this episode:
Ashana: How has the lockdown affected your internal workflows?
Gaurav: We are an early-stage startup working hard to build the product with the small team we have.
→ The work from home scenario is challenging when we hire someone new. It is important to boost the morale of the person and have him get along the pace of the startup.
→ There is a need to do project planning and use different communication tools to execute our tasks smoothly.
Ashana: How do you think the marketing strategies have evolved overall?
Gaurav: There is a general shift in the budget allocation from an acquisition standpoint to the retention bracket.
→ The companies that are hard hit with the biggest downfall are trying to build organic strategies to retain their customers for the future.
Ashana: As you previously worked at Licious, can you comment on the impact of the pandemic specific to the food and beverage industry?
Gaurav: Licious has a stable product. It is an essential category and is not affected by the changing times.
→ The marketing budget was still reduced but for all the right reasons.
→ Procurement, however, is the biggest challenge for any business supplying essential goods these days.
→ Consumer behavior is evolving too. Customers are opting for food supply at their homes instead of risking their lives going to crowded places.
Ashana: How do you think marketers should communicate with their customers during such times?
Gaurav: This is an unprecedented time and rarely do people know how to react the right way. The only thing they can be cautious about is being sensitive to the situation. They cannot try to hard-sell things when their customers are facing a health crisis.
→ The brands which are not providing anything essential have the biggest challenge to mark their presence in the market and generate a recall value. Sympathetic and organic content can be useful.
→ There has to be a balance between radio silence and the overload of content delivery.
To gather more insights on the right marketing strategies, check out the full episode on your favorite platforms.
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