Marketing During a Global Pandemic
What are you doing to show your customers you are listening?
The COVID-19 global pandemic has changed how we live and how we do business. Social distancing and working remotely is likely to be a long-term reality that will create lasting societal change. For companies to survive and thrive, they must adapt to these volatile times and discover new, meaningful ways for their brand to connect with their customer.
Be Respectful
As the global fight against the COVID-19 pandemic continues, it’s important to remember that we are all fighting our own unique battles, be it financial hardships or mental or physical health. While businesses are devising new strategies on how to survive during these uncertain times, it’s important to avoid taking advantage of a crisis for commercial gain. It’s natural to look for creative ways to generate revenue, says crisis management expert Melissa Agnes. “However,” cautions Agnes, “while you do this, I want you to think of the long-term and be mindful of the emotional sentiment that your, let’s call them ‘creative strategies’, will trigger.” Ensure your brand’s message conveys empathy and respect while also staying true to its core message and values.
Give Back
Companies around the world are using their unique resources to give back to their global and local communities. Some companies are producing hand sanitizer, masks, gloves, and other much needed personal protective equipment (PPE). Others are offering free fitness, cooking, and wellness classes, concerts, and museum tours. Some telecommunications companies have waived long distance fees and data usage caps. How can your company make its customers’ lives a little easier or more enjoyable during these challenging times? An act of paying it forward is its own reward, and it also has the power to strengthen customer loyalty.
Don’t React. Respond
The future holds so many unknowns, and it’s easy to let our collective fears and uncertainties dictate our decisions. Take a much-needed breath, step back and don’t panic. Don’t act on your emotions. Focus on your long-term goals. Be mindful of this new reality that is affecting our global neighbours in diverse ways. Then take the opportunity to examine your company’s core values and mission and explore how you can create a lasting, meaningful connection with your customer.
Recognize Your Customer’s Changing Habits and Needs
Changing how we work and live has also changed our spending patterns. Social distancing, sheltering-in-place and quarantine had many consumers shift to online shopping as a necessity. In April 2020, online shopping increased by 120% over 2019, with online sales accounting for nearly 10% of goods sold that month, according to Statistics Canada. As social distancing measures ease, many consumers are choosing to continue to shop online now that virtual buying habits are in place. Spending more time at home has also changed what people spend their money on. Travel and transportation have seen a sharp decline while food, health and wellness, and cleaning products maintain healthy growth. People are trying new hobbies and learning a language or new skill through online courses. By understanding and adapting to your customer’s shifting needs and habits, you can show them that you are listening. If you can demonstrate that you care what your customer cares about, this will help strengthen customer trust and satisfaction and create long-term brand affinity.