Planning Ahead During Uncertain Times
In times of crisis, it may be hard to know what next steps to take. But businesses are adapting to adversity, with companies changing how they conduct business and restructuring their approach. Pivoting brand messaging and adapting marketing strategies to the current conditions is the key to maintaining sales and brand awareness.
Our team at Imagine Better Solutions understands the challenges that many businesses are facing and we are here to help. Here are some key considerations we are taking to help our clients overcome today’s turbulent conditions:
1. Looking at Your Brand Heart
During times when a brand needs to conduct strategic re-evaluation, it becomes crucial to remember what your brand’s purpose, vision, and mission are. These core principles make up your “brand heart”—the center of your brand’s DNA that gives it life. The brand heart sets the tone for your marketing initiatives and can inform your approach. Taking the time to consult your brand heart will help you stay aligned with your brand’s values and result in consistent branding and maintained brand loyalty.
2. Practicing Empathetic Marketing
Empathetic practices in marketing entail a brand to understand its target audience, create relevant promotions, and authentically engage with its consumers. Taking into consideration the circumstances of the pandemic, brands should be sensitive and put out positive messaging that is sincere, helpful, and well-informed. It is strongly recommended that brands remain mindful and steer clear of alarmist messaging.
In addition, be wary of posting anything that could be misconstrued as egocentric or self-seeking, as offending your audience could lead to your brand’s demise. It is important to act in the spirit of humility to strengthen the rapport you have with your existing customers and attract the loyalty of potential customers.
3. Highlighting How Your Brand Can Help
Many consumers are facing financial burdens as a result of the Coronavirus; therefore, your campaigns should highlight the value that your brand brings to the daily lives of your consumers. Your message should communicate the benefits of purchasing your product or service and how it can make a difference in the lives of your consumers during this difficult time.
Promotion strategies, such as optimizing loyalty programs, flash sales, and “buy now, save later” discounts, are all great ways to facilitate sales and give your consumers additional reasons to purchase your brand’s product. If you feel like you don’t have a solution to the current lifestyles of your consumers, you could consider posting helpful content relevant to your audience. Sales are likely to increase when you post content that entertains, educates, or inspires people that are isolating all day.