Its no doubt that times are different. Advertisers can find it difficult to know where to begin. People have moved into isolation in a few weeks. Placing more effort on themselves and their communities. So, “How To Market During COVID-19?”
With social isolation in full bloom, we are seeing behavioral patterns changing. Consumers returned to broadcast television and other media outlets. Whereas, the desire for tangible products places strain on different outlets, growing competition for e-commerce to unprecedented heights. Grocery stores are important outlets for many that go out, but stocks are sporadic. Health and safety issues push more shoppers to frictionless payment solutions, such as utilizing smart phones to pay at check-out without hitting the screen or stylus.
Many of such improvements might be reversible. When people push past the traditional paradigm of survival, entire niches will be born. But how can you grasp the curve and create a fanbase, reduce harm, and take care of your clients?
Empathize And Engage
In the case of any pandemic or economic hardship the businesses that succeed are those that kept engaging with their clients. Constantly empathize by including your customers in your coping game plan. In this plan include how you will continue to service your customers during this time.
Don’t try to corner your clients with pesky Ads and cheap deals, sure you will make money but you won’t foster any genuine relationships. Use this time to focus on some client retention.
Tweak Your Business Model
In order to rapidly switch innovative communications as conditions shift, advertisers would want to develop more flexible business models. Connection to remote development and imaginative capability may become increasingly essential as the crisis progresses. Thus, you should find a way to re-purpose your products and services. Sure it might be hard but you will be keeping the business of your clients while engaging with them.
People will remember the companies for their acts of good in a time of crisis, especially if they do it with good intentions and generosity. This could take the form of any kind of charity.
Feel-good content that relieves anxiety and promotes positive messaging will go a long way towards improving the brand. However, companies need to demonstrate that their contributions are more than material and not solely for commercial benefit. Consumers recognize authenticity and purpose.
We are in the phase of recognition and adaptation of the Covid-19 pandemic. Yet we do need to prepare our life after the disaster. As we navigate through what we know, marketing leaders need to work externally to keep their brands and customers happy. Thus we are all in competition with the ever evolving trends and technology. Its ok, to market during COVID-19, but just do so ethically.