Instead of trying to plod along with regular, scheduled posts, we suggest rethinking your strategy. It isn’t ‘business as usual and rather than trying to pretend like it is, we recommend changing your marketing strategy to be real, responsive and authentic during this time.
If your business is deemed an ‘essential service’ and you are carrying on, do so with care and sensitivity. This is a difficult time for many businesses and you need to show compassion and consideration to fellow South Africans during this time.
Have a look at how one of our clients, Parklane Spar, has adjusted its regular operations to be able to offer vulnerable members of society a safe way of grocery shopping.
IMAGE: PARKLANE FACEBOOK PAGE
If you cannot continue to work, consider using your marketing platforms to share ideas, tips and advice on your area of expertise. For example, a restaurant could share healthy recipes full of flu-fighting ingredients like garlic and broccoli or launch a cooking challenge.
By brainstorming new ways to engage with your customers, while focusing on being compassionate and sensitive during this difficult time, you’ll stay at the forefront of their minds for all the right reasons.
Finally, if the shutting down of your business has caused a massive disruption to the lives of your customers, you need to think about a responsive marketing strategy that will show you care and you are doing your best to help them through this difficult time.
Here are two top brands that have handled the crisis with compassion.
With travel plans having been affected both internationally and locally, a number of holiday makers have been left with hotel bookings they cannot cancel or postpone. Airbnb is offering full refunds for all cancellations making sure that both Airbnb users and hosts are not negatively impacted.
Pick n Pay
Panic buying is a term we’ve all become familiar with since the outbreak of the coronavirus. To assist vulnerable members of society, Pick ‘n Pay started a pensioners-only initiative. The initiative let pensioners gain exclusive access to the supermarket’s stores for an hour each Wednesday before the shelves were cleared by those who refused to listen to the advice of the president.
In summary, brands that continue to sell in the same way that they did last month will appear disengaged and greedy. Try to be mindful of the words that you use and consider shifting your focus to show customers that your community is your priority.