The pandemic that came up with Covid-19 has transformed our lives in every aspect, especially social interaction, the relation with our work, our mood and vital energy, but also, and drastically, the way in which we buy and consume. We have been forced to turn off our automatic pilot, to change our routines and maybe including the way in which we buy and even our suppliers. Although many of us don’t notice it, we’re acting according to different emotional priorities and drivers.
Through this article, the first of a series of writings, we want to share some reflections and good practices that arise from this situation. The title makes reference to the obvious difficulties that these circumstances bring, but also to the development opportunities regarding selling, positioning and product developing that are possible; and even more, the chances for brands to prepare for a scenario where consumer’s demands pertaining sustainability, responsibility and social commitment will be even greater.
BEING REALIABLE AND OFFERING RELIABILITY
In times of complete uncertainty, being responsible and transmitting assurance is the unavoidable starting point. First and foremost, regarding our employees: we are giving them everything they need to work safely, facilitating the home office, protecting particularly people at higher risk, responding to each person’s needs and helping them, not only with their responsibilities, but in every possible way. We also want to transmit security to our clients: we are acting responsibly, our proceedings are reliable, we take into consideration your health and we are transparent and trustworthy.
BEING HERE TO HELP
In any possible way, it can be through donations, which are great, but there are also other examples in which brands can redirect resources (for example, Coca Cola cancelled its advertising schedule, Brewdog started producing alcohol gel) to offer support where needed. People are paying attention to how brands react and applaud positive interventions: according to a survey of the American Association of Advertising, 56% are happy to know how brands are helping. The only risk is looking opportunistic, that’s why it’s advisable to take part in areas aligning with the brand’s objectives (in case of not having them, it’s almost imperious to develop one) and look for a message and a right moment to communicate it.
POSSITIVE CONTENT, VALUABLE OFFERS
The positive contributions are not limited to the material sphere: contributing with valuable content, that acts positively on people’s moods or that helps to make their day to day better, is very important. We have to improve our listening ability and deepen our creativity to develop offers (promos, bundles, new products or services) according to people’s needs. It’s also important to redefine our messages considering that there are consume occasions that no longer exist and that some positionings lose relevance in this new scenario. How do we sell products now, if their appeal was focused on its symbolic content (aspirational, exclusive, luxurious)?
LISTENING AND PLANNING IN A FLEXIBLE WAY
There is little we can anticipate about the pandemic’s end. What is certain is that it’s going to be a gradual process, and that the world is not going to be the same overnight; maybe it never will. Brands that are capable of listening and assimilating the consumer’s needs, the ones with a convening purpose that develop communities around them, will be the winners, without a doubt.
For the time being, this is it. But we would like to know which are your concerns or how would you like to count on us for going through this great challenge of growth.
Brand and business strategic planning
Strategic Partner of Cruce