Time matters – Building a Brand Character in the Face of Crisis
Brands have taken a tremendous hit with the current pandemic of the Covid-19 situation, not just in our nation, but globally. Amidst the race of staying relevant and meeting the demands of the supply chain, companies also have to make sure they maintain their presence both in traditional and more so in the space of digital media. The majority of our audience is at home, thus making social media marketing key with results derived like never before. It would be incorrect for us to make this a benchmark for our future campaigns. However, here’s a positive- neither this lockdown nor consumers staying indoors is going to last forever so let’s make sure to make the most of it. Brands need to start by capitalizing on all the missed communication opportunities with not just prospects but also their existing customers because we all know the cost of retention is much lower than the cost of acquisition. Here are a few recommendations that would help brands remain relevant, once this ship has sailed.
Ease the pandemic and manage inflation
We are being constantly fed with information across all media channels both on and offline with the damage and extent of the current pandemic. People are at their peak of panic-buying and although this may now seem profitable, as time passes, companies will run out of supply. It should be the moral obligation of brands to reassure basic things like refraining from overstocking and hoarding of goods so that products are accessible for consumption to the common man. A simple reminder, subtle but strong, can help people to understand the importance of essential buying versus overstocking. If communicated right, India although being a densely populated nation, will never go out of stock which will lead to a better practice of social distancing.
Empathize
Video marketing or customer testimonials have always proved to be a successful driver for brands like LIC and Ambuja Cement. The value proposition that a physical person sending a message versus an infomercial is perceived way higher and creates a stronger impact in the eyes of the audience. The biggest example in modern-day marketing is the polio campaign spearheaded by Mr. Amitabh Bachchan. Not only was he an influencer but he also made people take his message seriously more than an advert by medical professionals. The passion and emotional message by Mr. Bachchan made people actually take polio seriously and this is something that brands today need to do. Show that you care, put your best foot forward, get your brand leaders and key personnel, give a statement in the media on the importance of washing hands, or simply the benefits of even staying indoors. It’s easier for people to remember a face versus a graphical content saying stay at home, thus creating an emotional quotient for your brand for people to resonate with.
Interact and Reward
The best thing about rewards is that you do not need a specific demographic that you have to cater to because rewards are liked by all. This is the best time to run social media contests not only to reward your existing database but may also help brands in prospecting. These contests will not only help improve your interactions but since people are in lockdown, your content could go viral organically if you have nailed the content right. This will help brighten the situation and get people’s minds off the current pandemic of Covid-19. Since people are at home, brands can interact and understand the various motivations in a buyer’s consumption behavior. Having a broad customer base is gold, but knowing that a broad customer base and what drives them to their purchase decisions is priceless.
Donate and drive positivity
Nothing beats selflessness in tough times. All year round, companies make sure they involve in non-profitable acts like cleaning the beach or being a part of the Swachh Bharat Abhiyan but this pandemic will test the extent to which the business will truly go. Simple acts of kindness like a food donation drive or a giveaway drive of hygiene essentials to the underprivileged will help consumers understand that you not just care about monetary gains but more so for them too. It’s easy to get lost in the race to increase sales during these tough times but difficult to stop and see how can you be of help.
Brands lie Hero Cycles, Reliance and Unilever have made tremendous contributions towards this pandemic but not every brand or SME can do the same, but that should not stop you from giving. SME’s can join together and collaborate keeping business competition aside during this global struggle and unite together to help build a stronger community. This will spike a sense of gratitude and help you earn brownie points in the eye of your audience. Its key to understanding that it’s not the size of the dog in the fight but the size of the fight in the dog, so give, be it in any form or size, small or big, make sure you do the best you can. These measures, if taken, will definitely help brands to not only be in the good graces of their audience but will also help aid in the word of mouth marketing
Authored by Shiraz Khan – Founder, Spicetree Design Agency.
