How brands and consumers connect in the quarantine era
The global health crisis is causing major disruption for brands and consumers alike. Here are Mano’s principles for brand activation in light of this new reality.
As of April, clever brands stopped advertising and started connecting instead -- connecting with consumers over the subjects and real issues they face in light of the global health crises brought on by COVID-19.
In a sensitive time like this, it becomes even more important for brands to understand how they can meet the needs of a "new consumer" and a radically changing conversational and communicational landscape. A global Kantar study of 35, 000 consumers, only 8% want brands to stop communicating, and they look for brands to support them in their daily lives, and communicate how they will act during this crisis.
While it remains important to be relevant to customers - relevance now means something different than what it did pre-COVID-19. The rules have changed, and there is new normal in brand activation, where brands, like consumers, must be flexible and adapt to new rules of engagement. These are our 5 core principles for how brands connect with consumers in the COVID-19-era:
1. Be present with consumers
Brands can earn trust by maintaining their presence and offering significant value in an unstable period characterized by strong anxiety. The “Ripartiamo da Casa - let's restart from home” campaign is an example, in which IKEA brings to life advice on how to live and stay home during this period.
2. A source of truth
As we see different types of brand activism and support, we also see shapes of specific roles brands take on. Informer brands are using their channels, logos and communication to educate and share important information - with recent examples like Coca Cola, McDonald’s, Nike and VW. They are positioning themselves as a reliable source of information - and no matter what type of activism brands take on, this is the absolute most important character.
3. Tap into virtual alternatives
Brands can harness the power of digital, which is why a further transition to virtual alternatives is possible and becoming every day more palatable. But as more things move into the virtual space, brands need to consider how these activation formats can help them remain relevant to consumers expectations, while competing for their attention spans at the same time.
4. Make lemonade out of lemons
Brands can grow even in difficult times. LVMH, Lego, Amazon and Domino's are some examples of brands that have broadened their horizons through innovation, customer experience, alternative pricing models and transparency in communications. These brands have pursued consumers correctly and have managed to create value in a time when the context is extremely fluid, and lifestyles are subject to a real revolution.
5. Stay top of mind in a shrunken media landscape
80% of content and conversations online right now are about COVID-19. This leaves the fight for consumer attention more cut-throat than ever. Appetite for content is low unless it’s COVID-19 related or completely NOT COVID-19 related due to audience fatigue. Staying top of mind comes back to being relevant to the time we’re in, and understanding which conversations and subjects consumers care about and how to connect through them.
