As the country went into lockdown following the COVID-19 pandemic, businesses across almost every industry experienced an immediate downturn in activity. In response, many of them reigned in non-essential expenditure to stay afloat. For many, this included all marketing activity and communication with customers. New research has indicated that this may have a significant negative long term impact.
Aussies are Looking for Responsive Brands
A recent survey revealed two interesting findings regarding Australian attitudes to brands during COVID-19:
- 37% of Aussies surveyed reported that they would likely start using a new brand because of the innovative or compassionate way the brand has responded to the coronavirus outbreak.
- 65% reported that how brands respond to the pandemic will have a ‘huge impact’ on their likelihood to buy from that brand in the future.
This means that brands who disappear during this outbreak and reappear can’t assume their customer base will be waiting for them on the other side.
How Your Brand Should Respond to This Crisis
People are looking for reassurance and support. If your competitors are offering that while you aren’t, you may lose your customers to them. Needless to say, it is an important time to continue reaching your customers with relevant messaging.
It’s essential to continue engaging with and nurturing your customer base. This ensures you stay top of mind during this period and gives you the opportunity to establish yourself as a trusted source of stability and support.
Evaluate Your Marketing and Communications
Brands must find the right balance when it comes to where and how you communicate. Be cognisant of the current environment and take a “community first” approach. This includes outlining how you’re protecting the health and wellbeing of your employees.
Avoid messaging that might be seen as opportunistic. Focus on spreading positivity and providing genuine value and help. The latter may come in the form of market relevant research and information. Think about your canned email marketing and reevaluate messaging over this period. Is it worth turning down the volume or considering other channels?
Plezzel Can Help
If you want to learn more about how to strategically market your business during COVID-19, please get in touch with the Plezzel team.
Download our E-Book on what you need to know to become a Digital real estate agent in 2020.