Even during COVID-19, the brand experience lives

… but only if you’re doing it right. Here’s How.

It’s no secret that those companies which were prepared for a digital transition, were ahead of the pack when the pandemic hit. However, it was the business which adapted the customer experience to the changing tides which have been most successful. 

Innovation is the name of the game in a world where humans are forced to remain indoors. It’s more important than ever to reach your customer where they are, which is now at home. The organizations that recognized this quickly pivoted with a crisis plan that entailed moving spend from in-person and traditional efforts to digital. The current circumstance meant changing the way organizations formerly interacted with their consumers. It also made the business a victim equal to that of any other human on this planet during a global pandemic.

It may seem cynical in writing, but there is a way to leverage this. It means that in everything we do as entrepreneurs, marketers, professionals and everyday humans, we must do with new considerations. Without these, we are as tone-deaf as the Pepsi ad from 2017 starring Kendall Jenner. You remember the one: where Kendall handed a Pepsi can to a police officer seemingly making light of the Black Lives Matter movement. (I’m still cringing!)

1.     Context is key.

These are tough times for all of us, creating a call for emotional intelligence. Are your messages meeting customers with empathy? Consider the tone, copy, visuals, and placement of your campaigns. Are they appropriate and relevant? Are they … human?

Google reported that it’s placing all content under intense scrutiny right now to ensure it is socially responsible. Going as far as to eliminate humorous content and anything that showcases physical interactions such as handshakes and hugs. The goal here being to define the importance of social distancing in all of their messaging.

On the same note, it’s worth a look at your historical content. Is it sensitive to our situation as it stands today? Just because it’s from months ago does not mean it does not affect how your customer experiences and interprets your brands stance. Constant reassessment is needed during times like these while things change from one day to the next.

2.     Creativity becomes the new company hero.

Let’s be honest, creative campaigns have always caught our eye. Up until recently experiential marketing was being touted as the future of the consumer experience. Not to say it still isn’t the future, but it likely won’t be as we envisioned it. This is where digital transformation really comes into play. Our digitally dexterous and inventive colleagues will have the upper hand in creating opportunities to engage audiences. The opportunity to finally showcase the variety of ways your services or products can be utilized during any situation is here and now.

Consider how concerts have moved to live-stream, gyms have moved to video subscriptions, restaurants to take-out and doctors are taking virtual appointments. All businesses have the opportunity to diversify, expand and take charge.

3.     Digital is the glue that holds our modern world together.

Imagine a world impacted by COVID-19 without the service of the internet. It would probably look a little like the Spanish Flu pandemic of 1918, a pandemic which recorded over 50 millions deaths worldwide. We’re fortunate to be so well-connected in 2020, even if we often experience information overload! What this pandemic has definitely proven is that without digital, we would be suffering exponentially more. Trekking through the unsafe world for everything that sustains us is no longer a necessity due to the technology we have today. 

The very same technology happens to be your direct line to your consumers, particularly when it comes to their mobile devices. 70% of mobile users globally say they are spending more time on their smartphone. This presents an opportunity to really hone-in on digital, mobile efforts, particularly as they relate to top social media channels where your customers are spending most of their time.

When was the last time you assessed your social strategy? It might be time to look into making some fundamental changes such as the implementation of artificial intelligence to harness consumer insights and create personalized, targeted messaging. 

4.     Health takes priority over everything.

I realize that this probably doesn’t need to be said, but here is the reality: we were never being as careful as we should have been. It is yet to be seen what our “new normal” will be following Coronavirus. However, what is certain is that higher consideration will be given to how we can protect ourselves and others’ health.

No matter what your business, there is probably a way to improve the safety processes aligned with it. PPE will become a quasi-requirement and your consumer will think twice before offering voluntary participation with your products, events or service. 

To mitigate the anxiety your consumer may have, it will be your responsibility to do everything in your power to combat the potentially harmful practices within your business, and furthermore, announce them. Trust is at an all-time low thanks to the virus and organizations across the globe will have to work twice as hard to regain it. Letting your clientele know that you care about their health above all else is a great first step! 

5.     Corporate Social Responsibility is not a fad

Corporate Social Responsibility is no longer just about where your company donates substantial amount of money to, but about the practices instilled in your organization which contribute to the world outside of the office. With consideration to COVID, that means consumers are focusing on what you are doing to alleviate the strain placed on the causes they care about during the pandemic such as unemployment, housing, food shortages, etc.

Come up with a strategy and make your efforts known. If you have to make an unpopular decision, provide evidence to back it up. Announce your strategy on social media pages, blogs, press releases, etc. The idea here is to be genuine, but impactful. Your consumer wants to know that you are in this withthem. Keep them updated every step of the way. 

What about after COVID?

The pandemic is bound to end eventually, and when it does, we will come out with plenty of valuable lessons that will continue to apply in the years to come. At the top of the list, and related to all points previously mentioned, is the ability to be agile. To change in a moment’s instance is crucial – we never know when the next crisis will hit. An even better strategy would be to adopt a mindset of innovation. Be ahead of the curve when it comes to new technologies. Finally, be customer-obsessed, meeting your customers with the trends they follow, wherever and whenever that may be, will ensure you are always aligned with them and their needs.