During Times of Uncertainty, Market Like a Leader

In today’s “new normal” created by the COVID-19 pandemic, it can be challenging to know how to strike the right balance when it comes to marketing. Many brands are keeping a low profile, waiting for a surge in consumer confidence before restarting their direct mail and email campaigns. Should you do the same?

The answer to this is a resounding no! Your customers want to hear from you, and they needto hear from you. When everything around them is changing, they need to know that you are still there and that they can trust you. 81% of consumers say that their trust that a brand will do what’s right is a deciding factor in their buying decisions (Edelman, 2020).

In today’s uncertain world, marketing is more important than ever, even if it looks a little different than it used to. When crafting your next campaign, here are five tips for setting the right tone.

  1. Lead the way. During difficult times, people flock to leaders who exude confidence. Brands can inspire, motivate, and make people feel that everything is going to be okay. Continue to reach out using the theme, “We’re here to help.”
  2. Do good. Consumers like to align with brands that are involved in socially responsible initiatives. Promote outreach programs to your local communities or your giving to national initiatives. For example, a SheerID study found that, during the pandemic, 68% of respondents want brands to donate to programs that provide direct support for medical workers.
  3. Offer to help. For many, this is a time of struggle. Offer deferred payments, ideas for lowering expenses, and so on. Even if your customers don’t need the help themselves, this kind of care and consideration builds brand equity that pays off in the long run.
  4. Be an expert. This is a great time to share expertise that is meaningful to your customers. Think “Top 5 Ways to Save on Lawn Care” or “3 Plumbing Fixes You Can Do Yourself.”
  5. Make life easier. The average consumer is juggling a lot of uncertainty. Will the kids be going back to school? What if I lose my job? Position the benefits of your products in terms of how they can help your customers weather this storm. “Let us help you save 10% on your home electric bill,” or, “We’re offering FREE delivery of pool chemicals all summer long. Stay safe and stay home!”

Brands can play a positive role in helping their customers through tough times. Being willing to change up your messaging tells your customers that you are paying attention… and that you care.

 

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