How brands can add value in the face of global crisis?

The scenario that we are currently in the middle of is unprecedented to say the least. Evidence pedestals that global recession is already here. But I am not here to discuss the economic adversity which is already evidenced by every fiscal indicator that there is. I am not even here to discuss what next for your respective businesses and jobs. But I am here to throw some light upon what now?

As brand managers we have been taught to marry our customers long before they make their first purchase with us. And it is only amidst such testing waters can we prove the reliability of our associations. And here are definitely a few things that you can do to not only ensure improved customer relationships but also maybe create a landmark position in the minds of your audience:

Keep em’ engaged!

Slowing businesses have led to slashed marketing expenses. Digital presence has reduced and the brands have also been handicapped from creating new content to an extent. However, owing to the lockdown the overall usage of social media (in India alone) has increased by 87%. People are glued to their phones and often the newest content they see, comes from the memelords of the world. This, therefore, becomes a golden opportunity for brands to create content that keeps audience engaged on social media. Consider it like a first date, Ask them questions, and encourage them to communicate with you (UGC), keep them entertained, establish a connection and hope for a second date. 

Campaign your next step

Yes! As crazy as this sounds, if you have a new product, new outlet, new application in the pipeline, then start your campaign now. There are limitations on the kind of content you can create – yes. But you also have almost two months to just create anticipation around something absolutely new. Get the creative juices flowing and strategize how you can turn your next project into people’s “post quarantine goals” list. 

Switch platforms

This is probably the best time to experiment on a new platform, understand its audience, create content around it and see if it sticks. Why I say this is because if it doesn’t work, you can literally go back to square one after it’s over and pretend it never happened. But if it does indeed do well, then you have nothing to lose. Try Snapchat and TikTok if you have only been on the gram. Create an audio podcast around your industry. Start an online newsletter. Pick your boat and see where you sail with it. 

Add competing peas to your pod

Amidst everything that the world is going through, a little friendship and positivity can go a long way in building an air of optimism. Collaborate with your competitors and show the world that you are all together. This will paint your brand in the hues of hopefulness, joy and conviction. The strategy here needs to be foolproof as the repercussion can be colossal. But if you hit the nail right at its head, you can breathe in that optimism through this pandemic. 

Don’t Corona

As much as I understand the entire drill around the circus of topical content and viral videos, I just have to say – Don’t.

This is not the time!

This is not the topical content that you want to use to be relatable in order to sell your product (unless you sell sanitizers or masks). There are brands and really big brands that have tried it and faced monumental backlash for the same. So let’s save it for the ice bucket challenges and Dalgona Coffees of the world. 

It is clearly a time that none of us envisaged for ourselves. And needless to say, the idea of this blog is not to mint money out of locked down customers. But the bigger battle that needs to be won here is to be able to be a brand that keeps its promise of being partners in customer journeys. So whether you are a startup or one of the top brands of the country, there couldn’t have been a better time to stretch your risk appetites and jump in with both feet. With trust in your stakeholders, you will eventually learn to swim.