Adapting Your Marketing Strategies During COVID-19 Part 2
Offer More Value To Your Customers
A lot of businesses have stepped up and responded to meet the needs of their customers in unique ways. Below are some ideas to help you get creative and provide more value to your customers.
Create, Build and Share
Brands are getting creative with how they are helping customers, prospects, and their communities during this crisis. Take note of how these companies found creative ways to make an impact and connect with their audiences and beyond.
It’s clear that the pandemic’s effects on society are far-reaching. Our routines have been disrupted and the way we do business has changed. During these challenging times, it’s essential that your marketing strategies are agile and can adapt with the times. In the previous post, we talked about the importance of marketing with empathy and how you can utilize your personas to create more human messaging. It’s also important to note that many businesses across industries are suffering right now. One way to be a more empathetic marketer is to provide more value to your customers and prospects.
Fashion brand Alice + Olivia’s founder and CEO ,Stacey Bendet, saw the retail world change overnight. When retailers across the world closed their doors, and starting laying off employees, Stacey went into action. Knowing that this pandemic won’t last forever, she created a new online job platform, Creatively.life that helps to connect creative professionals with job opportunities and provides a new forum to network.
Coursera, a world-wide online learning platform is offering free courses and resources while people are spending more time at home. This is helping people who may be out of work build their skills for when they are ready to return to the job market.
Upstate New York Orchard and Distillery Beak & Skiff not only made changes to their marketing, but they changed their entire business model. They transformed their distillery so they could produce hand sanitizer. They even went above and beyond their manufacturing duties and donated the much needed hand sanitizer to healthcare workers.
Add Ons, Upgrades, and Extras
This is one of the easiest ways for you to build relationships with your community. Give your customers more of what they are already purchasing from you or provide prospects with free trials. They’ll remember that your brand helped them during a time of great need.
Rent The Runway has done an exceptional job providing more value to their customers. Over the last few months they have offered customers additional rental spots at no extra cost, additional discounts on items to purchase, and have even provided free memberships for at-home workouts. They have gone above and beyond to keep their customers happy.
Hootsuite is offering small businesses in the industries most impacted by the Covid-19 crisis, including restaurants, hotels, event venues and performing arts organizations, free use of the professional version of their social media management software until July 1, 2020.
Mailchimp is another company that is providing more value to their customers and prospects. Along with donating funds to COVID-19 relief, they are offering Free standard plans for public service groups, offering free .coms and websites to help businesses get started online and creating a local business directory to help connect shoppers with customers in their areas.
What brands are doing today to help their communities will end up in business books as case studies to learn from. So what are you doing to provide more value for your customers?