The Need Of Empathy In Your Marketing, Especially Now đ
The COVID-19 pandemic has changed old ways and ushered in a new normal in which people will buy and behave differently. Is your brand "New World" Ready?
If you are active on even one social media or digital platform. You might have noticed a sudden inflow of promotional emails, ads, videos, infographics that address the current health crisis. While some brands are genuinely concerned about their consumers and what all is happening around the world. Many brands are being selfishly opportunistic by trying to leverage this crisis for their own material gain.
One wrong step and your brand might lose all its credibility, no matter yours is a 2-year-old brand or a 100-year-old one. Since no marketer alive today has faced a crisis of this magnitude, the window for trial and error is too small. According to Edelman,
71% Consumers agree that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever.
Know this, brands that can bring about empathy in their marketing communication right now will win over their customers and that of ignorant competitors for many years to come. We all need to be a bit more Supportive & Caring.
So, here are 5 ways your marketing can be more empathy-driven and not opportunity-driven.
1. Do Good For Real
Brands are in for a real confusion on how they should go about marketing during the COVID-19 crisis. On one hand, they cannot ignore doing marketing as not appear ignorant. While on the other hand, they also cannot sell or propose anything so as not to appear as an opportunist. What to do? The answer is to Do Good For Real.
For instance, KFCâs decision to pull back its famous âFinger Lickinâ Goodâ campaign was praised while McDonaldâs play with its logo to showcase social distancing was dismissed as a PR stunt.
KFCâs âFinger Lickinâ Goodâ Campaign
McDonaldâs Social Distancing Campaign
2. Context is Everything
Understand whatâs happening all across the world, and then understand whatâs happening differently in your local markets. Once identified localise your marketing to the type of context that is needed accordingly.
Zomatoâs post on its @zomato instagram account.
Zomatoâs post on @zomatoin Instagram account.
For example, Zomato identified the need for riding the trend bandwagon with its âSarabhai V/S Sarabhaiâ themed post for India. All the while promoting the good work they are doing with their âFeeding Philippinesâ social campaign on two of their different localised social media accounts. Catering to the mindset of the audience in that particular region.
3. Reassess Everything
A few weeks ago, social distancing was an emerging trend as a buzzword on social media. Now it is a reality everyone is facing right now. Things are evolving at such a fast rate that itâs becoming harder for marketers to catch up. But, that is whatâs needed to be done by brands to stay relevant. The strategy you drafted a few weeks is not relevant today. According to Edelman,
62% of respondents said that their country will not make it through this crisis without brands playing a critical role in addressing the challenges.
VANS âFoot The Billâ campaign aimed towards contributing a part of their income for every sale made towards local businesses.
Skating apparel and shoe brand VANS started including multiple COVID-19 focused campaigns in their marketing mix. Which for sure, were later added to their campaigns showcasing their promptness in addressing a major issue.
4. Being Creative Sensibly
Even though you might take care of each and everything about your brandâs marketing. Wrong imagery, video, or content tone can make everything go haywire. For instance, using words and phrases like âComing Togetherâ, âHolding Handsâ or images of people eating out can bring every effort you put into your marketing campaign go waste.
Hersheyâs stopped showing ads showcasing handshakes or hugging
5. Do It For The Community
At the heart of every brand is its community. Its community of customers, employees, distributors, and all those who keep a brand running. But, now itâs not about a particular brandâs community, itâs about the human community as a whole. Many brands are taking this opportunity to do good, without any expectations in return. Luxury brand LVMH has replaced its perfume production with hand sanitizers. So have a number of alcohol brands including Brewers Brewdog.
Staff at LVMHâs Manufacturing facility preparing masks.
The fact is, the new normal is being made. The COVID-19 pandemic has made everyone rethink their old ways. Whether it be brands or consumers. The changing habits formed right now will stick with âTRUSTâ being at the center of the new brand-consumer relationship. Requiring not just revamping your marketing mix but an overall shift in the marketing mindset.
đ§ âYours, Digitallyâ 1st Episode is now LIVE!
Ep. 1: How apparel brands need to redefine their marketing strategy in the new world of COVID-19
Xeno's co-founder, Ayushmaan Kapoor is joined by Jitendranath Patri who is a former CMO at Future Retail Group as they discuss How apparel brands need to redefine their marketing strategy in the new world of COVID-19 The podcast aims to provide retail brand owners an over the cloud view of all the possibilities and opportunities ready to be leveraged in a post-COVID-19 world. This podcast episode aims to answer the following questions as follows:
How do apparel brands need to redefine their marketing strategies?
What will be the changes visible in the near future related to user behaviour?
What challenges will the apparel industry face in the near future?
How should brands need to re-allocate their marketing budgets?
Which online mediums of promotion should a brand focus on?
Listen on Spotify here:
Donât use Spotify? Listen on other channels here: xeno.in/podcast