{"id":842,"date":"2021-06-03T16:36:46","date_gmt":"2021-06-03T15:36:46","guid":{"rendered":"https:\/\/www.cardellmedia.com\/agency\/?page_id=842"},"modified":"2021-06-04T11:23:35","modified_gmt":"2021-06-04T10:23:35","slug":"when-the-floodgates-open","status":"publish","type":"page","link":"https:\/\/www.cardellmedia.com\/agency\/services\/when-the-floodgates-open\/","title":{"rendered":"When the floodgates open"},"content":{"rendered":"

\n\t\tWhen the floodgates open\n\t<\/h1>\n\t

Here\u2019s an interesting fact about the global economic meltdown of 2020:<\/strong><\/p>\n

In the USA, the personal savings rate, which measures the percentage of savings people have against disposable income, doubled.<\/p>\n

Put simply, people saved a lot more money than they normally do. That is not supposed to happen in a recession.<\/p>\n

They saved because in many cases (although obviously not all) peoples\u2019 income either stayed the same or dropped slightly, while their living costs plummeted. They didn\u2019t have to pay to travel to work. They didn\u2019t have to pay to go to restaurants, pubs and bars, or go on vacation. In many cases, the shops where we would normally spend our cash were closed for months on end.<\/p>\n

So, we find ourselves in the very unusual situation of emerging from a serious global economic downturn, with large numbers of people and businesses having large amounts of disposable cash to spend. In addition, we now have the impact of the vaccine on customer behaviour.<\/p>\n

The media is very bad at looking ahead at good news. While the TV news is obsessed with the daily dramas of vaccine delays, virus variants etc, they are mostly ignoring the big picture about the months ahead.<\/p>\n

The big picture is that from a national perspective, barring an unpredicted disaster, the pandemic crisis is a few weeks from being over. By \u2018national perspective\u2019 I mean the interests of each country as a whole. The lockdowns have not been put in place primarily to keep you healthy. If they had, our governments wouldn\u2019t have spent weeks saying it was ok to hang out at Christmas, despite the fact that it would, and did kill thousands. The lockdowns are in place to stop our hospitals being overwhelmed. Simple as that.<\/p>\n

Once everyone over 70 is vaccinated, that problem is basically solved. End of national crisis. End of lockdowns. It\u2019s over.<\/p>\n

(Obviously that does not mean the personal health threat to you and those you care about is over and please bear that in mind as you see things opening up. Be smart.)<\/p>\n

So, this is likely to end fast and as it does, the spending floodgates will open. The pent-up cash that\u2019s had nowhere to go will have everywhere to go. Layered onto that, your customers\u2019 psychology will change. They will feel liberated. They will be ready to spend. If you sell to businesses, a similar psychological optimism will be in place.<\/p>\n

The question is, will you be there, front of your customers\u2019 minds, when the floodgates open?<\/p>\n

There\u2019s a theory around money and wealth that all you need to do to get rich is \u2018get in front of the money\u2019. It\u2019s an oversimplification but it\u2019s also profoundly accurate. Many people make their business lives far too difficult by doing everything except just getting in front of the money.<\/p>\n

\n\t\tSo, here are some ways for you to make sure you\u2019re in front of the cash when the floodgates open:\n\t<\/h2>\n\t