COVID-19 came in like a sudden storm, leaving all companies with the need for a solid business continuity plan. Enough has already been discussed about the impact of this pandemic on the industry. But what is important is to make sure that the show goes on.
What’s interesting is to see how the industry is shifting its marketing focus and re-shaping its content and messaging. With this in mind, marketers need to be innovative and creative in their communications with consumers and most importantly incorporate responsible messaging.
Medianews4u reached out to experts to understand how are brands ensuring efficient and relevant flow of communication and engagement in times of the COVID-19.
“At Kinetic India, we currently operate a lot like we did, before the lockdown. The major difference is that now, teams work from their respective homes. Taking care of our people and ensuring their safety is our top priority. Thus, embracing the digital world, video calls have become the new communication medium to ensure that engagement and learning continues. We see this situation as a great learning opportunity. Thus, our mantra for this time is ‘Invent and Invest’ – Invent what’s hidden within and invest in building a new you.” said, Charanjeet Arora Co-CEO at Kinetic India.
Continuing Arora said, “Due to WPP’s efforts for empowering us with knowledge, we can avail numerous online training programs that impart industry knowledge and provide insights on continuous improvement. Our teams have also been undertaking cross leanings. Setting up interactive sessions by inviting clients as speakers, the client servicing teams are being equipped to learn from different business verticals.”
Talking about the collaboration with GroupM, Arora said, “Our leadership teams are also doing a fantastic job of collaborating with GroupM’s business specialists to conduct impactful sessions. Ensuring that the teams are future-ready to be agile in embracing life after lockdown, we have been organizing dummy pitch sessions, where teams are trained to work at par, with the global work standards.”
Highlighting on how efficient customer service and clear communication is an essential aspect at Ferns N Petals, CEO Pawan Gadia said, “In the time of unprecedented global crisis when anxiety is an all-time high, efficient customer service and clear communication is an indispensable part of Ferns N Petals and digital media have always had a ubiquitous presence in our business. To keep the customers, partners and workforce informed about the latest developments, our teams are sending regular updates via e-mailers, personalized messages, WhatsApp messages, push notifications, in-app messages, updates on social media, etc. We are also conducting webinars for partners and employees as well as circulating newsletters to maintain the flow of smooth communication.”
“We have introduced digital gifting options such as Guitarist on Video Call, Personalized E-Story Books, and Personalized Video Message to shower love & share smiles by maintaining social distancing” said Gadia on how Ferns N Petals is spreading smiles through the COVID-19 crisis.
Shraddha Sheth, who is the VP Sales, Operations, and Marketing at Gold’s Gym India said, “Gold’s Gym India has put out workout videos that can be done from home on a regular basis on its social media channels so that our members and subscribers can continue with their fitness journey in the safety of their home. We share a new video every day of different forms of workouts.”
Continuing Sheth said, “We have taken a conscious call, continuing to provide workout videos as we see encouraging growth in no. of viewers and subscribers. As a solution to this, we are launching Gold’s Gym India App which will have a huge gallery of workout videos for Beginners, intermediate, advanced fitness enthusiasts. The Gold’s Gym India App will have workouts curated by international trainers. The app will encourage, do it from the home workout and help to track fitness goals.”
“We have even come up with a contest that is currently live on social media, known as the ‘Gold’s Action Stars contest’, where our members and subscribers share their workout from home videos with us by tagging @goldsgymindia. We have received several videos every day from our subscribers and the number of videos being shared is increasing day by day.” said Sheth.
Lalit Arora, Co-founder VingaJoy said, “Timely video conferencing and follow-ups with each other on a video call is the only way out, many activities are being planned by the Corporates like ‘Chai Par Charcha’, daily 4 pm video conferencing with the team for the work daily updates and also discussing fresh ideas with each other. This turns out to be a brilliant and beneficial idea appreciated and loved by all.”
Highlighting on the external communication at Vingajoy Arora said, “Digital marketing and social media are the backbones of various sectors globally, the new-age digital platforms have opened numerous opportunities for brands to ease their promotion and communication strategies. Thus, a labor-saving and versatile platform for all and Online marketing is not limited to a single channel, it offers multiple opportunities on all Social media platforms including Google and another search engines. These basic tools are no less than a necessity for any business to be recognizable in the online and offline marketplace.”