Humankind is facing a never
before challenge and this will change the way we know the world. We have never
seen such a large population of the world, locked in homes for this long. In
the last three months, we have realized that we will have to change a lot in
our way of life as we move on.
How Pandemic has changed the
world for Marketers
With more than half of the
population living under restrictions, every marketeer is facing a two-pronged
challenge. The first one is a sharp drop in sales and second, limited marketing
channels. Even if they market, it’s very unlikely that people will be able to
buy and sales will pick. And then, with shrinking revenues, marketers across
the world, are under enormous pressure and, either already facing or will face
the pay cuts or shrinking team sizes subsequently.
What not to do at this time
Marketers or brand managers
need to be extra cautious while doing any communication. This is not the time
to be an opportunist marketeer rather this is the time to be more humane. One
needs to understand that the target audience is going through a lot of pressure
and uncertainty at this point in time. First, the spread doesn’t seem to be
getting over soon and second, because of this, pay cuts and losing jobs has
become inevitable.
The USA is facing an acute job
crisis with over 20% of the population claiming unemployment benefits, which is
the highest since the great depression of the 1920s. Similar is the case,
almost everywhere in the world. A poorly planned communication can be taken in
a bad taste and can affect the image of the brand forever.
What is the ideal way to wade
through the crisis
While any kind of promotion is
not recommended at this juncture but a well thought out communication can help
the brand image in the short and long run. Communication which is empathetic,
and developed keeping in mind what everyone is going through, can be done. You
must have observed a number of brands urging people to stay indoors; a message
intended for their safety. A list of general precautions to be taken during the
spread, a list of essential goods stores in the city, are other examples of
useful communication that people will appreciate. The idea is to think from a
user’s perspective.
If your organization
manufactures products of daily use or healthcare, the best would be to help
people by telling them where they can buy your products easily. You can even
enable home delivery if this is permitted in your region or country. Ensure
customers to get their regular supplies at no extra cost.
If you’re a local store, help
the people in your area or city with the list of available items. Fresh fruits
and vegetables are something hard to get these days.
If you’re not a B2C business or
cannot help people directly, extend your support to your employees and
customers in the business. Employees can be helped with eased working hours,
deliverables, safety, and sanitization facility, and most importantly, retain
your staff as much as possible. For your customers, you may ease payment
deadlines, offer extra benefits, etc.
The idea is to make people feel
that your organization understands the mental situation everyone is going
through and it is with them.
Preparing for the post-pandemic
era
While this will be a tough time
for businesses across the world till the spread continues, except for one
country raking in the moolahs at this time, marketers need to prepare
themselves and their teams for the post-pandemic times.
It might take a few months or a
year but the world, we are used to, will be back sooner or later. The economies
will jump back and the day-to-day market and political fights will restart. And
most probably, with a renewed vigor since everyone would be eager to use their
energies, unused during hibernation.
But having gone through this
long exile, the market will undergo a reset. The general perspective of life
and living will be changed and so will be the customer behavior patterns. A
quick example is that luxury hotels are now planning to target the middle class
as well, post-pandemic. In these refreshed markets, marketers will have huge
opportunities along with challenges and will need strong, well chalked out
plans backed by well-equipped teams to execute those plans. The best of the
marketeers will put everything at stake to reclaim their market share. This is
the time to prepare for that battle, with solid planning and up-gradation of
skills of your team to cater to those highly competitive times.
And the final thought…
While these days, every passing
day seems like a lifetime, and the end seems a bit too far; don’t forget, this
too shall pass. Humanity has triumphed over much bigger challenges than
these and surely will, in this case as well, the only thing to be seen is how
long will it take to. While the best of the minds are at fighting to contain
and eradicate this, marketers should get amped up for the upcoming battle.
May the best win!