Coronavirus has changed so many things in the world today. How we shop, our livelihoods, how we interact with family and friends – all altered in a single moment by a rogue virus.
One thing that has definitely flipped is how businesses advertise during this time. There is a fine line between good brand building and being completely insensitive to your customer needs. Of course, you have to do your best to keep your business afloat so it will survive the quarantine but keep a few things in mind. Chiefly, this is a time to connect and build a positive image for your brand, not push those pajamas down the consumers throat.
Think of it this way: consumers already know they can shop online. It’s nearly the new norm in this day and age. They know they can acquire your products with a few simple clicks. Focus on how to connect with them on a deeper level – offer content-rich articles and tips to get through quarantine or how to use your products better, assure them you’re taking the best precautions possible and offering no service or cancellation fees and keeping options such as curbside pickup on the table. It’s about showing that your brand cares and is interested in the consumer as more than a sales statistic. People will always remember how your brand treated them during the Coronavirus pandemic and how you made them feel.
If your marketing doesn’t feel genuine or you are more concerned with hyping up how much they need those jammie sets instead of addressing their very real concerns, you’re in trouble. Being insensitive, pushy and sounding like a used car salesman during the quarantine will only push away customers and tarnish your brand image. Work with your local marketing agency or advertising team to fine-tune your strategies and make sure you have a perfect balance of business and consideration in your message.
If you have a product or service that can help others during the Coronavirus pandemic, you may want to read this.
If you’re worried about how your business can survive the quarantine, take a look at this.
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