Special Edition


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Deliver Appropriate Content Whatever channels you decide to use to communicate, be sure that your content is appropriate to where the national mood is at that time. You have permission to be lighthearted, uplifting, and entertaining as well as informative, assuming it makes sense in the general context of today’s climate. Receiving content on topics other than the virus is a welcome reprieve for many consumers, but empathy is key. It’s okay to say, “We’re going to continue to do business during this, but we also acknowledge what is happening.” As you continue to inform customers about your brand or business, try to also feed their souls and let them know you care. As a great example, the Greenwell


Foundation, a nonprofit that operates equestrian programming for people of all ages and abilities in Southern Maryland, suspended advertising


“Even if these inspirational home projects I’m following on social media aren’t tangible or affordable right now, the inspiration has helped my mind rest from COVID-19


fears and drift into domestic bliss,” writes Tanya Chen, Buzzfeed Social News Reporter.


their programs when the programs were put on hold during the shelter-in-place order. They quickly shifted to posting cute and silly daily photos of their animals. “Our engagement went through the roof,” Executive Director Jolanda Campbell said. “We started out posting updates about how we were still caring for the animals, but then we switched to just images. No words in the pictures at all—and people’s response was overwhelmingly positive. They missed the animals and wanted to get back and see them. Our page reach increased by 3,000 in 30 days alone!”


CASE STUDY:


How Target Rose Above the Rest During the Great Recession, when many companies folded or shrank considerably, Target grew sales by 40 percent with a strategic multi-pronged approach. First, it switched its product mix to emphasize essentials, including doubling the footprint of its grocery section. Second, it focused on price savings by doubling down on chic-cheap lines, partnering with well-known designers such as Michael Graves, Philippe Starck, and Todd Oldham. Third, it leaned in on marketing, increasing its marketing and sales expenditures by 20 percent with the new slogan, “Expect more. Pay less.” Fourth, it ramped up its investment in credit card programs that allowed shoppers to defer payments out over time while building the company’s loyalty program. Finally, it invested heavily in online capabilities, which allowed consumers to purchase online and then pick up instore for even quicker delivery. Today, about 80 percent of the company’s digital orders are fulfilled right at the local brick and mortar stores. As CEO Brian Cornell summarized in an interview with CNN, “There's not one aspect of our strategy that's driving our success, it's all of them working in concert to create a great guest experience.”


Cause Marketing There’s no better way to make your customers and your community feel good about your business or brand than through cause marketing. As normalcy returns for you, it may not return as quickly for others. Consider partnering with local nonprofits, business groups, and community programs to promote their needs, donate goods or services to their cause, and let your customers know when, where, and how you’re active in the community, showing continued support for the #InThisTogether movement. n


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