Some indication of how brands and retailers can reach their customers in crisis with products, services and experiences that meet current needs
My work in this period is the most complex and mysterious thing there can be. In times of rapid social evolution and as a (often distorted) mirror of society, communication changes very quickly, and marketing follows.
Brands and organizations are reinventing their strategies to reach customers and interact better with them. To do this, they are embracing ideas from the past, as well as adopting new technologies and platforms to review many aspects of their business. Production, staff, marketing, market approaches and deliveries are literally gasping for reality.
The following five strategies present some opportunities for companies to innovate and adapt.
Advanced “live” programming
From sports broadcasts to musical performances, live entertainment serves to continue providing content to its fans. It will switch to new virtual platforms and will necessarily become more creative to offer more engaging and interactive moments.
TikTokfor example, it hosted a live streaming series called #HappyAtHome: LIVE, a digital festival that took place over the course of a week every night with thematic programming.
The finale was called “Sound Check Friday,” and hosted performances with famous and award-winning artists such as Alicia Keys, DJ Khaled and many more.
Find new launch platforms
While traditional point-of-sale and market means may be evaporating, brands around the world are looking for many creative ways to launch products and engage consumers. Net-A-Porter is turning to the world of video games, bringing its products to the attention of a particular audience: that of Animal Crossing players. Animal Crossing is a Nintendo video game in which the protagonists can, among many other things, dress up their avatars. Today they also have the opportunity to do so with virtual versions of the clothes on sale on Net-A-Porter, with the possibility of purchasing via Alibaba's Tmall e-commerce platform.
Creative re-sourcing
The loss of jobs associated with the economic situation can be staggering, prompting many companies to find new opportunities and partnerships to reassign staff to different types of jobs rather than lay them off. The beauty product retailer Credo, for example, decided not to cut jobs when it had to close its physical offices, moving them online to manage a new live online consultancy service. Is called CreedLive: Customers can send real-time messages to an expert for answers on cleansers and cosmetics, and questions about skin care. Among the strategies to reach customers, this has the greatest potential in my opinion.
Speed production
In recent months we have already seen many cases of companies shifting their production to produce necessary healthcare supplies, such as test kits and masks. Products created to meet new demand and mitigate shortages. From LVMH masks to distilleries starting production of hand sanitizer. From Nike re-proposing one of its famous “armored” sneakers for front-line healthcare workers to Dyson, better known for its vacuum cleaners, which created portable respirators.
Inspiration from the past
From drive-in movie theaters to old-fashioned phone calls, consumers are returning to some past customs. In some cases they are even taking on those of previous generations to adapt to a limited world in contacts and rapidity of supply. Retailers and services are taking note of this, helping consumers get what they need more pragmatic. An example? The return of the milkman! In the USA Modern Milkman, a local dairy delivery service, is using its existing infrastructure not only to support customers, but also to help the government provide basic necessities such as food and medicine to those who have more. need.
