As we look ahead to a new reality, many are left wondering where do we turn when things have been turned upside down?
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Covid-19 has forced businesses to transform at breakneck speed to survive. This rapid change is levelling the playing field for new industries and products to emerge as solutions for some, and competition for others. Whichever way you slice it, the world we knew has changed forever.
Businesses now need to consider how their long term marketing strategies stack up in this new world.
Although this may seem like a mess not even that hoarded toilet paper can clean up, rapid change always brings with it new opportunities.
Right now brands have an opportunity to play a more meaningful role in their customers’ lives than ever before.
This is a moment to offer support and put your brand values into action. A time when purpose isn’t just about brand-health, but public health. Where governments have failed to step in, brands are being expected to step up.
This shift in the brand-consumer relationship is happening in parallel with a massive shift in online behaviour. Never before have people had to rely so heavily on digital channels for a sense of community, productivity and escape.
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The most effective response to a crisis is to shift our thinking to rise to the challenge, and to do so quickly. Brands who embrace these changes will arrive in the post-Covid world with a closer relationship to their audience than ever.
We’ve already seen brands getting creative with digital content and embracing new technology to better support, entertain and connect with their customers at a time when it’s easy to feel alone.
The flood of online cooking classes, mixology sessions, DJ sets and virtual tours is proving that brands can have a very real and meaningful presence in this new world.
Is your brand ready for it?
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5 TIPS FOR THE TIMES
- Stand for something
Align your brand with something bigger than your product and why you sell it, and mean it. What does your team genuinely care about in the face of this crisis - Community
helping those in need or supporting local healthcare services are great examples that people will take note of. - Give back
This may require real creativity at a time when income is lower than usual. While sales and flexible payment plans may help to keep products moving, what customers will remember is how your brand made them feel connected during this time of isolation, not the products you sold to them. - An online class
inspiring talk, live music show or a donation of a percentage of profit towards supporting your community are great ways to get involved. - Tell uplifting stories
Positive stories about people doing good in your company or community are a breath of fresh air right now. Creative quarantine activities and tips to stay productive while working from home will keep people hopeful and motivated. - Be open to using new channels
Isolation has created a huge surge in online traffic and social media consumption. Has your business moved to where your customers are? Be open to communicating in new ways – from live streaming to new social platforms such as Pinterest or TikTok which may have become more popular with your audience. - Adapt your messaging
It’s a good time to give your communication strategy a spring clean. Are your content pillars still relevant to your audience? Are there new topics that your brand could have a meaningful voice in, offering support and demonstrating its values? Now is the time for brand building and a softer approach to sales.
- Stand for something
Businesses doing it right
Here are some of our favourite examples of businesses stepping it up right now:
Foursigmaticis hosting doodle competitions via IG, sharing superfood recipes, and facilitating health chats with experts to discuss ways to boost immunity with mushrooms.
Daily Harvest hosted BINGO with guest celebrities via IG live – all proceeds go to donating 400,000 healthy meals to those in need.
Olive and June are offering a manicure bootcamp via Instagram live. They are also selling a mini manicure kit and all profits will be going to their manicurists.
Billie is donating self-care packages to healthcare pro’s on the frontlines.
Hims and Hers is offering free mental health consults through their telemedicine technology.
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These efforts not only make absolute business sense, but also remind us of our collective creativity, resourcefulness and determination when united by adversity.
We have an opportunity to build a level of community that we haven’t experienced in decades.
Our whole ethos at Outlandish is built on human connection. If you’re feeling unsure of how to navigate this new landscape or maintain a connection with your audience at this time we’d love to help.
How we can help?
Communication strategy
We can adapt your communication strategy to ensure your messaging and content pillars are hitting the right note and positioning you for success. Our strategy would span social media, online advertising and email.
Remote content production
We work with a diverse network of creators and influencers who can bring your brand’s story to life from an abundance of locations. We have the technical know-how and directors who have directed shoots remotely for leading brands. If a live shoot is desired, we’re geared for compliance with current guidelines and shooting with smaller teams.
Content creation
We have a team of graphic designers, animators and illustrators ready to refresh your visual language into rich creative formats that aren’t dependent on a physical location.
Social media
Branching out into new channels and formats can be daunting. We can help you navigate the new landscape and connect with your customers where they are.
Email marketing
This hyper-direct link to your customer base couldn’t be important to manage effectively. We can work with our team of writers to adapt your messaging with sensitivity, increasing storytelling and value for readers.
Boosting your e-commerce presence
If e-commerce and digital channels weren’t a primary focus for you before, now is the time to change that. We can set you up with the optimal tech stack and tools to make your e-commerce operation thrive.
How we’re giving back
We are offering a free 1-hour consultation to help brands pivot effectively, whilst deepening audience connection. This offer is available to 10 brands with an online presence in the US, UK or Europe.
If you’d like to hear more about the program or to just say hi, please reach out to us at hi@outlandish.io. We’d love to hear from you!
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