Adding a humanitarian layer to their current communications can help build long-term customer loyalty.
Brands need to treat their customers as friends and as such need to stay in constant touch with them through supportive and helpful messages. This piece argues that companies that “market effectively, strategically and compassionately” during the pandemic will reap rewards once the crisis is over.
Brands especially those which are selling non-essential goods need to address customer anxieties stemming from the COVID-19 virus. Essential businesses should, however, increase their messaging but keep a positive tone and disseminate informative, helpful information on social media. This can help foster long-term customer trust.
While communications will need to be modified as and when the crisis starts receding, they will still need to be supportive. But post-normalcy, brands should avoid reminding people of COVID-19 by avoiding its mentions in their messaging.
[5 minute read]