“You do your worst – we will do our best” – Winston Churchill
- PART 2 -
The world as we’ve known it has been forced into rapid change and uncertainty as a result of the outbreak of COVID-19.
As we come out of the initial shock of it all, it is becoming more evident that brands hold a very meaningful and critical role in our society. Consumer attitudes, preferences and expectations have already begun to evolve, placing pressure on brands to step up to the plate and meet these higher demands.
We’ve seen this mainly through creativity and innovation. Brands are moving into what now seems to be more of a considered and structured phase rather than reactive, and are pausing to take stock of what the ‘new normal’ really means.
As the crisis shows us its worst, we respond with our best.
Time to adjust your business operations to the ways of the ‘new world’.
It’s more essential than ever to think about how your products or services deliver in this ‘new world’ of living, which may require you to adapt your business operations to meet these new demands. For instance, this could mean considering drive-up, delivery, take away, and other social distancing approaches. It might also mean shifting or reinventing your focus, offers, content, promotions or otherwise, to accommodate your customers’ changing needs.
Social distancing means new ways of communicating.
If you’re not already active online, now might be the time to start. It’s important to consider where your customers are consuming knowledge and information, and with social distancing and isolation, the answer is almost entirely online. Do you offer flexibility through your subscriptions, keep your customers informed through weekly newsletters, or engage with them on social media?
Social media is an obvious way of starting two-way conversations with your customers, and reaching them in a fun and casual way. However, with so many brands now being required to communicate online, the waters have become a bit muddied, and you may find it harder to get cut through with your messages.
Take this time as an opportunity to establish a stronger online presence.
There’s an opportunity now to be innovative with your content and engagement. With internet usage higher than ever, it’s a chance to inform your customers in a creative way about your products or services, and show them what you stand for.
But whatever you do, keep in mind that sales is not the only benefit or use of digital engagement.
Take this time to build meaningful relationships with people, connect with them over shared thoughts, feelings and experiences, and most of all, have fun. Your tone and sharing a human element of yourself and your brand may be the key to really giving your customers a taste of what you’re all about.
