1. Consumer
If you want to build a stronger relationship with your community at a time when people are feeling isolated, adopt a people-first approach by putting your consumer at the center of your strategy. Think about their needs, challenges, and wants. By adding value to your community in difficult times you will strengthen brand love, loyalty, and advocacy. These factors are not only key in buying decisions, but also encourage consumers to form a positive sentiment of your business.
2. Clarity
Research shows when people trust a brand, they invest and spend more over longer periods of time. Therefore be as transparent as possible, this will encourage customers to be more understanding, empathetic, and confident to invest in your organisation.
You can increase clarity in your communications by updating consumers on how lockdown and other challenges may affect their experiences such as canceled orders, delayed deliveries, and customer response. By ‘peeling back the curtain’, you will enable your community to feel closer to your brand and follow your journey more closely.
3. Compassion
Use your communication to empathise and relate to your consumers, showing that as a brand you are there for your audience. This could be through entertaining or feel-good messages that provide escapism, levity, and nostalgia or simply meeting people where they are at by heightening relatable ‘at home’ themed campaigns.
4. Community
As restrictions force us to become more isolated, the stronger the desire to maintain connections. Seek community-building opportunities to increase engagement and communication with your consumers during the lockdown. Some ways to do this are by hosting interactive online events, creating micro-network groups, and working with thought leaders in your community.
5. Content creators
Look to the experts who are adept at forming connections with thousands of people from the comfort of their homes, those who are familiar with creating content with minimal tools. Influencers and creatives have proved to be valuable assets in a time of crisis.
Influencers can provide an at-home, cost-effective alternative to production studios, as well as having the ability to cut through the noise to position a brand, product, or message in front of a highly engaged audience. Work with individuals who are aligned to your brand as well as your target audience. Be sure to keep your brand front of mind during these times.
2021 may still look cloudy for now, but it is important to look forward. When restrictions lift, your efforts during a crisis will be rewarded and remembered by the loyal consumers you took the time to invest in. Now is not the time to slow down but the time to listen, learn, and pivot your strategy to suit the circumstances and your consumer needs.
