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How to future-proof brands in times of crisis – and beyond
A crisis brings many questions. But where are the answers?
A crisis makes us pause. But there will come a time after social distancing. After quarantine and self-isolation.
No matter how easily we get used to video conferencing, at some point we will return to "normal". The question everyone has to ask is whether this is a reboot - or a reset without backup.
Spoiler alert: We do not know all the answers.
Instead, we want to help companies prepare their brands for a time after this (or the next) crisis, regardless of how customers or society might change.
What has changed due to COVID-19?
Media consumption shifts to mobile and streaming
In-Home and Media Consumption Significantly Increases.
Source: GlobalWebIndex 2020 /// Base: Internet Users Aged 16-64.
People are growing increasingly worried about the global economy
Economic Concerns
Source: GlobalWebIndex 2020 /// Base: Internet Users Aged 16-64.
Time for a crash course in
customer centricity
For the majority of the population of the western world, an immediate threat to their lives and those closest to them is a completely new experience. They are in a state of shock and struggle daily with fear and insecurity. In order to stay sane, they are looking for information and distraction at the same time. This might seem a bit paradoxical, but it’s the way humans cope. But brands cannot afford such inconsistency.
More than ever, people seem to have very specific expectations of brands: Either they provide useful information to help them cope with the situation, or they help them to escape the madness for a while. There is not much in between. In short: every brand involuntarily undergoes a crash course in customer-centricity.
Going beyond the obvious
So, looking beyond the business mantra of the crisis "Go Digital or go Home", the curriculum should include understanding customers, striking the right note, showing tact in a time of hypersensitivity, reassessing the purpose and business model of a brand and adapting to everything as quickly as possible if necessary.
5 (timeless) actions for successful communication that go beyond the obvious
Elbkind Reply has analysed the subject and has created these essential tips:
Would you like to go deeper?
In addition to advice to establish a sustainable post-crisis communication strategy, we also prepared Thought Starters for getting a jump on implementation.
The COVID-19 crisis has already disrupted the customary way of doing marketing. Being in a field where planning far ahead is common sense, an entire industry is suddenly forced to deviate from what they know in the shortest amount of time possible. In such a situation, it is easy to identify which brands can act sustainably and which cannot. And yet one thing is certain, all measures that can be taken require commitment.
Discover how to put actions into practice!