How do you stay relevant when your consumers don’t want to or can’t buy? In a time of crisis like the one caused by the COVID-19 pandemic, this is one of the most important questions a marketer can ask.
Routines have changed - whether due to protection from the virus, the shift from the office to working from home, or financially, due to layoffs and salary reductions. These and other factors affect the way we consume products in practically every sector of the economy.
And what about companies' marketing strategies? With this in mind, we invited Professor Lilian Carvalho - responsible for the Strategic Marketing and Digital Marketing courses at LIT - to talk about this topic in an exclusive webinar for students.
Check out some of the main lessons learned:
The relationship between people and brands has changed
With a new social and economic scenario, your hungary whatsapp data customers’ (current or future) priorities are different compared to the period before the pandemic. If their biggest concerns at the moment are health safety, financial stability and job security, you should also take this into consideration before offering your product.
You need to find new ways to stay relevant
Meeting your customers' current and specific needs can be an interesting way to stay relevant and maintain an active sales pace. The professor cites as an example a chain of toy stores that positioned itself through digital marketing with tips for online children's parties, promoting websites for creating gift lists with home delivery and, of course, selling its products.
If selling is not an option, focus on producing content
Some sectors are suffering more from the current crisis, such as hotels, which have been affected by the drastic decrease in tourism and corporate travel. To ensure that consumers don't forget your brand, the professor suggests investing in content marketing. She cites as an example a resort chain that keeps its social media active with recreational live broadcasts with cooking tips, exercise classes and games for children.
Reposition your products to meet new expectations
A real estate store can sell/rent office chairs to make working from home easier, a gym can offer online classes with personal trainers, a hairdresser can sell coloring kits along with a video tutorial showing how to dye your hair at home. These are some of the creative suggestions suggested by the teacher, indicating that it is possible to reposition the objectives of a product that you already have in your portfolio to current needs.