Your business needs you!
A recent survey of marketers by eConsultancy highlighted that marketers are currently in shock, many of which have pressed the pause button on progress. But is this really the right approach? This short term hesitation may have an impact on the long term success of businesses. Just because the world is in crisis, doesn’t mean you should abandon your customer now. The way a brand behaves now will have a marked impact on how it is perceived when we all return to normality. As Mark Ritson in his usual eloquent way puts it – the wheels of the industry must keep turning.
So in today’s blog, to help marketers in the age of Coronavirus, I would like to inspire creativity with some examples of brands that are utterly nailing it right now by showing empathy, diversification, understanding and the ability to be agile. These stories will be remembered for a long time.
Dior & Givenchy
In an amazing pivot the luxury goods owner LVMH has switched from making perfume to hand sanitizer as demand for the product is so high. It has said that it will use all the production facilities of its perfumes and cosmetics brands to produce large quantities of hydroalcoholic gel for free to be delivered to hospitals in France.
Vauxhall
As the NHS needs almost 18,000 more ventilators to keep people alive during the crisis, Vauxhall is planning to halt manufacturing of cars to switch to 3D-printing ventilator parts. Vauxhall has offered to help 3D printing and putting together the crucial devices, working from technical drawings to be provided in the next few days.
Church of England
The Church of England faced a real problem when the government announced social distancing and restrictions on public gatherings. Instead of closing the doors to the mega buildings of worship, they instead have moved to a digital way of connecting with their congregation. From podcasts to launching achurchnearyou.com where you can find out about local streaming services and events.
Brewdog
The independent brewer has begun making hand-sanitiser at its distillery in Scotland amid shortages driven by coronavirus. James Watt, BrewDog’s founder announced “We are determined to do everything we can to try and help as many people as possible stay safe” They will be giving the bottles away for free.
StockX
The trainer reseller store announced via its website that it is donating $20k to feeding America’s COVID-19 Response Fund, which helps support food banks across the country. It also launched the #flexfromhome challenge that asks their fashionable customers to “Take a break from your home office, dress to impress and help support your community”. With every tweet or insta story tagged with #FlexFromHome the company will donate an additional $1 to the COVID-19 Response Fund.
Opera from the comfort of your own home
Opera houses across the world, including Metropolitan Opera and the French Opera House will be streaming the best operas from their HD archives. Each day productions will be available for all to consume!
Cloud Raves
Nightclubs across China are livestreaming DJ sets while clubbers at home can tune in, comment and dance to the music.
Pret
Pret is giving NHS workers free hot drinks and 50% off everything else to say thanks for all their hard work during the coronavirus outbreak.
As the UK is just starting its journey through Coronavirus, with time, we hope to see many more examples of how brands are adapting whilst supporting the changing needs of the customer. It is a time of uncertainty for businesses but what is certain is the need to not forget about your brand and its importance at a time like this. And ultimately this is the time when marketing is not dead, just the way you are doing it will need changing.
Stay safe, stay inspired and keep communicating the right messages, to the right people at the right time!