As we progress further into the coronavirus pandemic, many brands may be struggling to know the right way to approach their customers.
For many brands, the usual marketing tactics are off the table. Sales are slowing to a halt, shops are shuttering, and consumer attention is consumed by news media and virus statistics. For people worried about losing jobs, paying rent and mortgages, not to mention the health of themselves and loved ones, non-essential purchasing is the last thing they're thinking of.
But, we can't just sit quietly while this crisis blows over. Brands and those marketing them have a responsibility to keep things moving, to keep jobs viable, to engage with customers and to ultimately drive revenue.
How do we do this when life feels so uncertain for everyone?
Change your approach
The world has changed, and so have your consumers. People are now entering a “needs state” purchasing cycle. The things they cared about two weeks ago now are not so important — the focus now is on necessities, not luxuries. Brands who don’t change their approach risk alienating their audience. Glossy marketing attempts appear jarringly out of touch, while attempts to downplay or ignore the reality of this situation come off as insensitive.
Provide comfort and brighten their day
Treating people like “consumers” and trying to sell to them the same as usual is simply not going to work. The focus now needs to be on building relationships beyond transactions. How can your brand provide a source of comfort and reassurance to consumers? There are the obvious things, like making sure your goods remain available through evolving distribution channels. But there's also a growing need to keep people in good spirits.
As the weeks of home quarantine stretch on, consumers will become ever more desperate for distraction. Use your established communication channels like social media and email lists to reach out to your audience with content that is interesting, inspiring and entertaining. Take off the sales hat and build a different kind of connection. With bad news coming from all sides, people need some form of escapism and positivity. Bring a little joy and levity to their world through fun and rewarding digital content experiences.
Collaborate with community businesses
Now is a great time to find opportunities to collaborate with local businesses and support them as they look for new ways to connect with consumers, too. We have many of our activation partners on Brandcrush already moving to “phygital”, like fitness studios streaming classes online. For the right brand, these new forms of media offer a powerful way to support businesses and build relationships with new audiences as well as long term brand loyalty.
Let your audience join the fight
One of the most difficult aspects of this pandemic response is the enforced inaction. People have been been told to stay at home. Regular activities like socialising and going to the gym have vanished. People are at a loss for things to do, while they watch as health workers and essential service providers go above and beyond to protect our community.
There is a huge opportunity for brands who can empower housebound consumers with ways to contribute to the fight against Covid-19. We're seen a number of fashion brands, like Reformation and American Apparel, switch their regular production to make PPE items like face masks. We've seen local whiskey distilleries halt their bottling to instead make hand sanitizer. At Brandcrush, we're excited to support Frontliners, a social enterprise that is surprising and delighting our doctors, nurses and healthcare workers on the frontline with kits including food, drink and vouchers.
While your audience might not have a lot of money to spare, they do have time and the desire to help. Show them what you are doing — whether through your own response activities, or by sponsoring other brands and businesses who are able to help — and let them be part of your journey with you through consistent communications.
