The COVID-19 pandemic has affected our routines and above all, the economic model that we are used to driving. When it comes to marketing, in times of crisis it is important to see it as an opportunity to cope and keep the business afloat now that people are spending more time at home. Many Businesses should start brand marketing through crisis like COVID-19.
Even During Crisis, many Brands are trying to Grab or extract every bit of opportunity to stand on the front line and also to make a difference among its competitors. But it is important that they use marketing as a tool to generate empathy since this is the principle of reciprocity. Only in this way can they gain their trust, keep them loyal to the brand, and connected to it.
Brands During the Isolation Period
The spread of the virus and how this affects the way people spend their days has a major impact on people’s spending behavior.
Some categories clearly suffer and others benefit.
In China, we have seen that in addition to obvious needs, such as medical and food, we are seeing an increase in education, entertainment, and online medical services.
Locally, this is a great opportunity for Health Insurance companies that have long tried to increase online medical visits. Changes in habits generate business opportunities.
All daily essential items, like Grains, vegetables and dairy products were highly prioritized. In India, some brands are already giving double-digit growth data for certain products. What we will see is that we are going to have a very good period in these categories, followed by a bad period (in which the products in stock are consumed).
The growth of what is consumed at home is detrimental to restaurants, you have to find formulas to be present, today delivery is the great ally.
With fewer outlets, sales of items related to offline activities decrease. A collateral victim is the world of cosmetics, due to fewer social occasions. Brand marketing through Crisis is the most important things to be done to grow business in this pandemic.
Adapt New Changes
Today we realize that they are not twofold systems, that they exist together, that in any event, when we are depending on increasingly automatic choices. We have a functioning control system that monitors if there is something that requires a greater amount of our consideration and when we are in the deliberative mode, the Automatic procedures likewise stay dynamic, discarding of choices that don’t fulfill guidelines that we accept are fundamental.
The Coronavirus has turned the most automatic processes upside down, has changed my habits (the refuge of the automatic), and makes me think about how to manage the novelty … generating opportunities where is a priority there were none.
It is an ultimate opportunity for brands to intrude in the consumer’s life.
Brands should consider these Marketing strategies in times of crisis:
During a crisis like the current one, it is essential to rethink marketing and adapt strategies to current living conditions. A good marketing strategy should focus on the customer’s needs and what they need in such an irregular and unexpected situation.
For this reason, one of the main strategies of brand marketing through crisis used by brands during the COVID-19 crisis is the temporary change of logos and strategic brand marketing. The idea is to make people aware of the importance of social distancing to stop the spread of the disease. And for this, many brands have chosen to modify the graphic elements that make up their logos or even add masks to them.
Likewise, they have shared messages on social networks inviting people to stay home and have used different hashtags such as #StayHome or #Stay safe.
- Take Crisis as an opportunity- Everyone talks about the same thing, but who really does it? Hard times are an opportunity to differentiate yourself from your competition. Don’t miss the chance and beat your competitors using innovative marketing strategies and the right technology.
- Retaining customer loyalty- Since gaining new customers is very expensive, this should not be your focus in times of recession. The most appropriate strategy is to try to keep your existing clients. To increase your loyalty, make sure that your marketing offers are seen as a service and offer added value.
- Be Creative and Innovative- Avoid repeating what you have always been doing. Learn from your previous efforts and analyze whether they are providing better ROI or just a waste. For example, If you were using email marketing and sending your clients a huge number of emails, and the emails are not relevant to them, it would end as in the Spam folder. , try to leave behind old habits and avoid this type of indiscriminate “scream” in the future. Customers do not appreciate marketing offers that are not tailored to their specific needs but rather feel spammed by them.
- Always up with the Feedback- Get the most out of the dialogue you establish. Find out what your customer is really saying, explicitly and implicitly, and use this information to find the most suitable offer. What do you like to choose an online or offline mode of payment? Or Do you ever used a company’s website after receiving an offer via email? Use this information and everything you know about it to guide you with the most suitable offer and make you feel understood and valued.
- Increase ROI- As a general rule, the marketing department will have less budget at its disposal; at the same time they will be forced to cover even more ambitious budgets than in “normal times”. In order to do more with less, marketers need to be more effective. The a priori requirements are to have everything clear and the optimal technology.
- Connect through digital media- Consider working with Twitter and the wide range of social media. Talk to your customers through their favorite channel and they will most likely be willing to listen and respond to you.
- Be generous- There have been a few examples of brands taking the lead, being generous to help stop the spread or to avoid a negative impact. In the UK, Lush invites people to come to their stores to wash their hands. Facebook and Twitter will give free advertising to help stop the virus. In Spain, Microsoft offers free access to Teams to promote teleworking.