In the wake of the Covid-19 pandemic, companies around the globe, big and small, are cutting back on their marketing which is completely understandable. As well as financial costs, brand may also be afraid of appearing unsympathetic to what’s going on in the world.
Other businesses are, however, being agile and coming up with interesting (and also empathetic) ways of engaging their audience during these difficult times. And if you want to stay in business, you can’t stay idle for long.
All businesses have to balance financial responsibility with the need to keep consumers informed and engaged, no matter what’s going on in the world, and potentially now more so. Although we’re uncertain exactly when, we do know that the economy will pick up again, and it’s important that businesses aren’t ‘playing catch-up’ when it does.
Nonetheless, all communications during these times require complete sensitivity and should constantly adapt to the daily changes imposed by the government etc.
Corporate philanthropy has never been more apparent, with global brands celebrating and fundraising for healthcare workers, and providing goodwill to customers in the shape of free downloads, free online tutorials and giveaways – this is currently the type of brand value that your customers will want and expect to see.
Your audiences priorities will have changed dramatically and may never revert back completely; don’t just use your instinct, instead gain their insight and utilise this quiet period to reach out to your customers, reassure them and understand what they want most from your brand/service/product range.
Without doubt there are countless uncertainties and fears surrounding COVID-19, but don’t let this crisis paralyse your brand.
If you would like to discuss how you can modify your marketing and communications strategy, ensuing that it’s agile and sympathetic, please get in touch.
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