- Top tips & how to manoeuvre through
- Content – Re-purpose, re-engage & being meaningful
- Short and Long term
The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values. Whilst a national health crisis and pandemic is not an opportunity, it does offer the time to reassess, to focus and adjust. Brands need a proactive plan to adjust and adapt how they lead their teams, speak to their customers, and manage their perceptions.
We, as a creative marketing agency, just as our clients have been hit hard, but with the support of our clients and by supporting them, we are committed to manoeuvring through, here are our top tips on how to manoeuvre through:
Build on the foundations of your brand – as this purpose and value will be the foundations of your success. Consider editing existing content to be relevant and ready.
Don’t hide-away – get active, be there for your community, demonstrate the steps you are taking and motivate their support, encourage pressing pause instead of stop and get innovative.
Build meaningful content – to help people tide over crisis time – functionally and emotionally offer a distraction and connection, consider for example live streaming events, longer content pieces packed with ‘did you know’ content.
The destination may be the same, but the marketplace will change
– Attitudinal and behaviour shifts will see new priorities. Consider how to leverage and strengthen Health & Wellness connections, across categories
Keep the conversation going
– short and long term, as much as emergency purchases are dominating the high street, feel-good planning is in search. With 30% of travellers looking at staycations within the UK, 20% directly over the fears of the Coronavirus*, sustain a broad organic reach and gain followers to stay on ‘shopping lists’. Earned exposure & talk-a-bility to keep brands salient in anticipation of the rebound. IPA data shows brands that sustain exposure throughout a crisis, can increase share 3x during downturns but also rebound faster and stronger in recovery.
Everyone will need a holiday after this, we don’t know when but when it happens, be prepared for the demand. If you’d like to thrash out some ideas, we’d love to be part of the conversation – email [email protected] or call us on 0161 819 5140, we’re ready to help you.
Team Vivid x