There is doubt that these are not ordinary times — COVID-19 is changing the face of many businesses across the world. As a business owner you are compelled to explore new ways to thrive in this era.
New research from Kantar uncovers how COVID-19 is influencing consumer’s behaviours, attitudes and expectations. The research gives insight into how consumers expect businesses to act during this period.
According to the study, 75% of respondents felt that companies should not exploit the health crisis to promote their brand. At the same time only 8% felt that companies should stop advertising altogether.
Where does this leave us?
The study goes on to reveal that 77% expect brands to be helpful during this pandemic. So, we need to shift our focus from brand promotion and instead look at ways that we can genuinely help and support our audience.
We obviously can’t continue “business as usual,” but that doesn’t mean that we have to close up shop, so to speak. Your customers still need and wants you to be there, but your marketing and PR strategy needs to be sensitive to the crisis that everyone is facing.
During this Pandemic, how can you maintain your business and communicate effectively to your customers without creating an impression.
Here are some tips to help businesses in times like this.
Don’t shut down
Even when under quarantine, coronavirus shouldn’t shut down your brand’s strategy. Your customers still want and need to hear from you. Journalists need news stories outside of the pandemic to share with their audience.
So, don’t put your strategy in stasis. Look for ways to stay relevant to your customers. Explore what pitches you can still send to journalists covering your industry.
Sure, there are going to be projects and plans that you have to put on hold — but that doesn’t mean your whole strategy needs to be.
Continue to be helpful
This is a constant principle for marketing and PR professionals. Even amidst this pandemic, your customers’ need to be at the forefront of your strategy. But their interests are understandably going to change during this time. With this in mind, ask yourself…
How does coronavirus affect my customers?
Have my customers priorities changed?
Does the coronavirus affect my product/service? If so, how can I best communicate that to my customers?
Questions like these will help to keep your customers pain points top of mind. From here you can see what content and campaigns still apply to your market which need to be put on the back burner until the dust settles.
Be ready to act fast
We get new updates about the coronavirus on a daily basis. A quick response to assure your customers that your outfit taking all the preventive precaution quite serious within your business will help them to have much confidence in your brand.
For instance, when various companies shut down businesses and encouraged those who could to work from home, some businesses went into immediate action. They set up their employees to work from home and adapted their strategies accordingly. This assured customers that it was the topmost priority of the company help by slowing the spread of the virus and keeping its employees safe.
Such reactions need to be quick-moving. if you’re among the last brands to send out such communications, it can appear as if you’re lagging behind your competitors. And that it’s an afterthought.
Don’t exploit the situation
What do we mean by “exploit”? We mean take advantage of the current situation to benefit your business.
To put it plainly, taking advantage of people during one of the most vulnerable periods in recent history is a slimy move. And current customers are ready to call foul at the faintest whiff of exploitation.
You need to carefully examine all of your current strategies. Consult with others on your team. If there’s any doubt that a tactic or campaign could be perceived as exploitation, it’s best to sit on it for the time being.
Evans Obiri Appiah
