TopLine Business Acumen Series Digest: December 22nd, 2020 edition

This week’s most engaging stories

TopLine’s Business Acumen Series features business trends and opportunities to help sales professionals prospect and engage clients. It’s updated several times daily within the TopLine sales intelligence system. This digest features some of the week’s top stories.

This digest includes TopLine-exclusive components, like Instant Positioning pieces. These infographics on category trends and market conditions, available 24/7 in the TopLine app, help with prospecting and positioning you as a thought leader to clients. If you’d like to learn more about how TopLine can advance every stage of your sales process, click here to learn more now.

What Will Travel Look Like in 2021?

COVID-19 has changed not only how consumers take trips, but when they take trips and how they book. According to Forbes, winter trips, international vacations, and rural rentals are at the top of everyone’s vacation list in 2021. However, consumers are a little more spontaneous these days, only booking accommodations 50 days out, and they are choosing cleanliness as their main priority when selecting a hotel or rental.

Are your local hotels/rental properties and travel agencies altering their messaging to accommodate travelers’ needs in 2021?

Latest Resources from TopLine

TopLine is constantly updated with assets on emerging trends and opportunities. At any time, you can submit a request for new custom research, or download Instant Positioning pieces on current topics for use in direct outreach and on your socials. Some recent pieces follow; TopLine users can access them at any time. Not a TopLine user? Click here to learn how TopLine can help you close more sales.

Holiday 2020

Radio’s ROI is up

Meal subscription services

The Shecession Will Have Long-Term Ramifications

In general, female workers have been disproportionally affected by the pandemic. As more women have had to leave the workforce to care for families, they’re likely also taking a hit on their retirement savings. Additionally, more women were employed in industries that have had the most damage caused by the pandemic. From the New York Times, “Even a short-term interruption in wages can have a surprisingly large impact on retirement. Each year out of the workforce translates into losses considerably larger than the immediate salary over the arc of a career, according to research by the Center for American Progress.” However, women need retirement savings more as they often live longer and deal with higher healthcare costs in their later years.

Are financial advisors in your area targeting women right now?

2021 Drink Trends

According to vinepair.com, experts believe trends brought on by the pandemic will carry through from 2020 to 2021, but 2021 may also see an evolution of 2020’s trends into the freedom of a post-pandemic world.

  1. Hard seltzer will be sold in restaurants and bars as well as at retailers.
  2. Ready-to-drink beverages will continue to grow and change with additions like hard lemonade seltzer, hard coffee, and other canned cocktails.
  3. Bars will simplify cocktail menus to support smaller overhead and staff.
  4. Spiked lemonade will continue to be a trending beverage.
  5. Consumers will continue to focus on adult beverages with “health benefits” like added Vitamin C or probiotics as well as gluten-free or clean beverages.
  6. Online alcohol sales may drop a little, but consumers will still be interested in buying some of their booze online.
  7. Consumers will still want to be able to buy alcohol and cocktails with their takeout.

How can you help restaurants and bars keep up with these trends and increase sales while the pandemic rages on? How can you help restaurants and bars make a marketing plan for when pandemic restrictions are lifted?

Personal Vehicles Reign Supreme when Traveling in a Pandemic

Personal vehicles are still important to households. Over 75% of respondents in a recent survey indicated they can’t imagine life without their own vehicle, and 40% said they need more vehicles in the household. Due to the pandemic, people feel more comfortable using their own vehicles for traveling and avoid public transportation, like airplanes and subways. People are using their cars as a way to relax (25%), privacy (20%), and work (17%).

While a little over 10% of drivers feel safe in a self-driving vehicle, more than half are hopeful about autonomous vehicles.

Do you feel the demand for personal vehicles is there? How can you use this to your advantage?

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