As the coronavirus has become pandemic and spreading so fast, it might become tough for marketers to decide where to start. In a short duration, people have moved into the quarantine phase. Protecting themselves, their families, and the community. Fear of getting infected is everywhere; people are frightened and jobless now. The government is requesting citizens to follow the safety guidelines.
This micro virus has shut the systems of the world. Day by day, it is getting out control. People are avoiding social meet you and trying social distancing to each other for this purpose. People are limiting themselves within the walls of the house. Wearing masks, using hand sanitizers, and reluctant to go outside.
Customers have turned themselves to the TV show and cable and other media programs for reliable, updated news. They are spending time on social media, watching Netflix, or playing different games, etc. Universities and various institutions start taking online classes.
For now, appeal for e-commerce is increasing to a new level due to more pressure on different channels for requirements of physical goods. Grocery stores and shops are a means for dairy products, but still, their supply is unreliable. Due to safety reasons, clients prefer a secure payment system.
For example, they are paying payments through cell phones without touching stylus, etc. Now this change in lifestyle may be temporary, but it could be permanent as well because these changes in lifestyles are going beyond the current mode of survival.
Marketing strategies of brands:
Now the question is, what kind of actions can brands take to enhance their customer rate and to cope up with the risks? In this worldwide crisis, now, brands have to think seriously. Because the Coronavirus Crisis will stay till 2021 so Brands need to create a new marketing strategy.
As Sobel said: “There are winners and losers, and the intelligent brands, the competitive brands, are the ones that realize they need to activate their purpose now.
The gesture of kindness by brands:
Many restaurants and coffee shops have been closed now to prevent transmission of the virus. People will remember some brands because of their kind acts in this time of emergency.it can be a donation to food banks, providing medical products, and to provide money when the company is closed. Many brands are participating in this act of kindness and generosity.
For example, Adobe generates a Creative cloud for K-12 institutions. Moreover, GE and Ford start making a ventilator for corona patients. And some beverage companies like AB InBex start making more alcohol for hand sanitizers’ production. So that’s how people will remember them
By doing this, it does not only improve anxiety but supports a positive messaging would go a long way to highlighting the brand as well. Anyhow, these brands have to show that their participation is not superficial and not only for profit.
So this will help Marketers and advertisers to gain more perceptions for now. Brands should observe regularly sentimental trends and community status to look for coming opportunities.
Digital ways for promotions:
Brands need to create dashboards with this type of statistics to fuel better decisions. Marketers will need to develop a secure link with C-suite fellows to give visions to administrations, which will be participating in promoting options. They should work with finance, depending on how long these situations last.
It is appreciable how fast some brands were capable of making arrangements for work. Organizing teamwork can facilitate meetings and document sharing. So the team can continue its work and stay connected. Shareholders are slightly dipping; they know that sales are not going to emerge in the coming weeks.
Richard Robinson is managing director of consultancies Oystercatchers and Consultancy. He told CNBC by email.
“If you’re a brand or an agency, take this time to ask yourself when the last time was you looked at your shared purpose, joint philosophy, ways of working, commercial terms, and scope of work … Will it prevail?
As we all know that we are in the transition phase of this coronavirus. But for survival now, we have to make a plan beyond this situation. Brands leaders need to work visibly to keep their brands and clients’ connections secure. They should go for digital ways of working and stay connected with clients. Moreover, they should think realistically for migrating risk to the experience of the client.
There is no doubt that digital ways are getting so popular so quickly. Brands have to find out different ideas for operating either condition is uncertain, or circumstances are quite reasonable. And we all have to learn and adopt them with confidence.