Helping Each Other Out
Revenue is no longer the number one driver for your marketing campaigns.
Of course all businesses still need to make money to stay open, but there’s less of t about right now and customers are being extremely cautious of where they spend it, if at all.
So think about what you can give back. What can you add to the customer relationship that isn’t going to cost them a penny? Krispy Kreme gave away free doughnuts to NHS staff. Ugg gave away 500 pairs of slippers a week to coronavirus carers and keyworkers. And there are many more examples of brands taking a sensitive, considered approach to the changing times.
Of course they’re generating brand awareness through the campaigns as well. No-one would doubt that. The key is that they’ve switched from overtly courting profit to a more altruistic and authentic tone.
Be careful not to appear opportunistic though. If you’re just doing it to hook customers then squeeze some money out of them once live returns to something approaching normal, your message will backfire and that’ll hurt your brand longer-term.
Not to blow our own trumpet, but our own small effort is to create the Digital Business Toolkit. We know many businesses are having to adapt to a completely new way of working. Taking your business online and embarking on digital marketing campaigns can be very daunting for a lot of them. So we made some of our most valuable and accessible resources available for free, to help them out. The only potential payoff for us is that the more businesses grow throughout this pandemic, the stronger the economy will be afterwards, and that has to be good for everyone.