Three Marketing Activities to Boost your Brand during the Coronavirus Pandemic
We have all had to adapt in some way recently. But, you can count on one thing; the dedication of business owners to see out this storm together. That spirit is resilience and it’s the lifeblood of successful brands.
Brands like Rolls-Royce haven’t always had an easy time, they’ve faced collapses, scandals, and ownership failures (CIM Exchange). Given the tumultuous history, they’ve still managed to remain a successful brand. This week, stocks in Rolls-Royce bounced up by 20% as they announced a range of measures to storm-proof the company (Insider Media). Yes, difficult decisions have to be made, but responding to a crisis is not something unfamiliar to them.
Here are three ways that you can be resilient with your marketing activity:
1. Live streaming, recorded videos, and podcasts
With internet usage in the UK more than doubling, and similar figures across the rest of the world, people are continuing to consume media online (Independent). Instead of cancelling physical events, as a result of movement restrictions, you could transfer them online. Many services will support you to hold digital activities, including Zoom, GoTo Webinar, Skype, and Hangouts.
For example, a local science-fiction convention was cancelled due to the Government’s social distancing measures; however, that didn’t stop them supporting their fans. The convention was transferred online with competitions and guests interviews conducted through Facebook Live. Buttercrumble has also hosted 1-2-1 virtual brand visioning consultations using video conferencing technology.
Live and pre-recorded events are just one option. You could also start regular video diaries and podcasts to keep customers engaged, lots of brands have already been doing this and now is the perfect time to concentrate on content creation. Anchor allows you to record and manage podcasts from your phone, and Soapbox by Wistia will enable you to capture your screen and webcam to create compelling videos.
2. Developing your brand
Building a strong brand takes a lot of time and effort, which develops over time. A brand will adapt as customers and landscapes change. The current pandemic is one of those occasions where brands should be considering what they will look like once it’s over (Warc). One thing is for sure, consumer behaviour will change, and this is an opportunity to differentiate yourself from your competitors.
You should take time now to reassess your brand values, mission, and purpose. This involves research, looking at what other companies are doing, and reflecting on your own journey. To help decide what actions to take, you could use the RID-method. The RID-method helps to focus efforts around a relevant area for you and customers, that will have an impact and is doable (Forbes).
Buttercrumble have created a free “What’s in a Brand?” eBook. In it, you’ll be able to explore your own brand and develop a strategy through interactive activities. Download it here!
3. Making sure you can be found online
This is a critical moment for everyone, and you should be available to provide reassurance, resources, and services to those that require it. Some customers will likely have experienced a loss of access to services they usually have, and there may be an opportunity for you to fill that gap.
While behaviours have definitely shifted, people are now, more than ever, looking at brands with an empathetic voice to stand out from the crowd. That means working on your social media channels, optimising your website for search engines, and being available in relevant forums and groups.
Visual identity plays a crucial role in your online visibility. Those without a strong identity are instantly forgettable and fail to convey your brand values and message. Buttercrumble has written an interesting article on why your “branding” isn’t working, in it, they explain the difference between branding and identity and how you can resonate with customers.
“Companies that increased their ad budgets during recession grew sales much faster than their rivals — not only during the downturn but also beyond it.”
Now is not the time to be hidden. History has been kind to organisations that have continued investment into marketing during financial downturns, the more time you spend engaging with customers, the less likely you are to see significant disruption beyond the COVID-19 pandemic. Short-term losses can still mean long-term gain. Stay safe and keep building your brand.
Access further free marketing resources, to help build your brand, sign up here.
Author: Devon Page
A Note from Abigail
Here’s a huge thank you to Devon Page for writing this blog post on the best ways to market your business, during this make-or-break time.
At Buttercrumble, we cultivate a close network of experts to achieve first-rate, targeted results. Devon specialises in digital strategy and has worked in operational, planning, and implementation roles across the advertising and marketing industry. This even included crucial government campaigns — it's safe to say we can have faith in Devon! Our trusty expert is currently in the final stage of completing a Masters in Digital Marketing and is an Associate of the Chartered Institute of Marketing.
Would you like to stay up-to-date with Buttercrumble’s news? Sign up to the Buttercrumble Grapevine using the form below.
