What your brand can do to manage the Coronavirus crisis
As the crisis of coronavirus disease continues to increase, many brands are suffering. How brands manage the Coronavirus crisis right now is key for their business. Quarantine restrictions are keeping customers away from retail stores, e-sales are diminishing, and manufacturing closures in China are leaving businesses out of stock. Even big brands are getting affected.
In times like these, you have to rethink your marketing efforts to make them more relevant. Here are five tips for your brand during this crisis.
How brands manage the Coronavirus crisis
- Don’t Hard Sell, Show Support
Instead of thinking ‘How can I sell more?’ think ‘How can we support customers during this time?’. Focusing only on profits during this situation will do more harm than good. This is an emotional time so customers want to feel supported. Make a donation or offer your services or products to people in need.
- Make Your Creative Relevant
With coronavirus on everyone’s mind, incorporate keywords and visuals relevant to the crisis into your marketing campaigns and ads. If your product has the potential to help people right now, such as hand sanitizer, you should be getting your message and product out there. If your product doesn’t directly customers right now, join the conversation by stating how your business is doing its part during the crisis.
- Brand Safety
During this sensitive time, you need to pay more attention than ever as to where your ads are placed. To avoid creating a negative brand impression, use AI techniques like natural language processing and deep learning to make sure that your ad is both brand-safe and relevant.
- Increase Your Content Efforts
With many people stuck at home under quarantine, gaming and video apps have hit new download volumes. Industries such as the health and fitness can create relevant content to engage customers. Think about how your product or service can be help during quarantine. From at home fitness videos to meal delivery services, help your customers combat the virus in any way you can.
- Multichannel Communication
Staying connected through website, email, social, push notifications or in-app messaging will also help your customers feel supported during this time. Keep customers updated on estimated delays and why the delays are happening. By keeping your customers informed, you can reduce frustration and prevent them from looking elsewhere.
Carolina Macedo, the author, is Project Coordinator of Marketing Keys. Marketing Keys remains fully accessible and operational during these challenging times.