DOS and DON'TS DURING CORONA CRISIS for MARKETERS
"The Chinese use two brush strokes to write the word 'crisis'. One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger–but recognize the opportunity", said John F. Kennedy.
In the
present day crisis scenario, a sharp-witted marketer can take this challenge
and turn it into an opportunity. All it takes is moving in the right direction
while dodging the dangers in the path.
Coronavirus
is an unprecedented global pandemic that has pushed the world economy in a recession.
It has changed every aspect of consumer behavior. Hence it’s the time for all
the businesses, be it startups or big brands, to adapt to this change.
Customers
are in an uncertain mindset. Being in isolation during this lockdown has made
them apprehensive about the future. They have grown anxious, skeptic, fearful
and panic. In this time of
unpredictability, they're just trying to fulfill basic needs and are not
interested in any shopping message or persuasive advertising.
So, it is of
utmost importance to understand the Dos and Don’ts during this Crisis.
As coronavirus
is named as COVID we will use
it to unfold each point.
C- Connect not Contact
This is the
time to connect and not contact. Restrain from contacting customers through
promotional messages rather try to connect with them through meaningful and
relevant communication. If your brand operates in the category where you can directly
connect with coronavirus crisis by communicating about precautionary measures,
like personal hygiene, it's well and good. But even if your brand does not
operate in these categories you can use creative ways to narrate precautions.
You can do so by weaving a suitable message. An amazing example of it is the
Fevicol’s ad on social distancing.
Secondly,
you can provide good content that can educate, entertain or involve them in any
productive work to build up a connection. Marketers should have empathetic approach to connect with customers.
O-Opportunity to Build not to Sell
Don't try to
capitalize on this opportunity as a profit seeker rather come out as a problem
solver. Even if you are dealing in products and/or services that are in demand during
this time like grocery, delivery, personal hygiene, edutech or online
entertaining services, don't try to leverage it with profit motives. Work on
the human approach. It is time to serve
humanity through your business and build your brand for long run.
V- Value not Volume
It’s time to
emerge out as a value-driven organization. Customers trust the brands which
stand for kindness and care. So in this critical time don't believe in volume
game. Merely thinking to save money and work on volume may not work, rather
support your employees. Instead of cutting their salaries stand for them and follow value based approach. This
would reinforce their sense of belonging.
I-Innovate not Indulge in traditional methods
Startups are
apprehensive whether this is the right time to innovate. Undoubtedly, it is. If
you are still operating through only offline mode, shift to online as soon as
possible. Also, find a way in which you can contribute towards the current
situation by working on apps, medical equipment, or testing kits to fight with
this deadly disease. Marketers need to contemplate on innovative approach
D-Digital not Direct
Another
thing to keep in mind is 'go digital'.
It is the need of the hour. Digital has become the way of life, and this crisis
has just intensified the need for switching to digital. Irrespective of the
category you deal in start working on technical
approach.
So a well
thought strategy which should be the perfect blend of empathetic, human, value
based, innovative and technical approach can propel you from sea of crisis.
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