Events are cancelled, we’re not able to see our family and friends and the country is currently on lockdown. Who could have predicted that this is what life would be like in 2020?
The Covid-19 pandemic has certainly changed the world as we know it, and at this moment in time it is still hard to know if and when things will start to get back to normal. However, despite all of this uncertainty, for some brands it is still very much business as usual.
In light of these uncertain times, in our latest blog we take a look at three brands who we think are currently doing a good job communicating with their customers and succeeding at marketing. Read on to find out more.
Despite having to close its stores to the general public, Costa reacted quickly to the lockdown by delivering thousands of its ‘Ready-To-Drink’ Costa coffee cans across the country to NHS workers, NHS call centres, hospitals and fire and police stations, doing their bit for the community and helping to enhance its reputation at the same time. In addition, they have also kept their Coffee Club members up to date with useful content such as iced coffee and cafetiere recipes, which is not only helping to keep their brand at the forefront of their customers’ minds, but also allowing them to get their caffeine fix too!
Food delivery service Deliveroo has adapted to the fact that many restaurants and takeaways are now closed by offering customers the chance to have their food shopping delivered
from supermarkets such as M&S and Co-op instead. With many people struggling to get delivery slots during a time where demand is extremely high, this service helps to reinforce that the brand is committed to meeting consumers’ needs. It also helps to show that the brand is on board with the current “stay at home” message and wants to help their customers to behave responsibly, which in turn also helps to generate some positive PR.
Skin care clinic provider sk:n has been forced to close all of its branches during the Covid-19 pandemic, leaving many people without access to beauty treatments which have become an essential part of their day to day lives. Despite this, the brand has focussed on being
as useful as possible to their clients during this current time by creating a series of blogs, guides, videos and infographics on how people can look after their skin at home. By maintaining an active social media presence, they are reinforcing that they care for their customers and want to boost their wellbeing too.
These mini-case studies reinforce that even during this period of disruption, it has never been more important to maintain a consistent presence. We hope they have given you some inspiration for ways to communicate with your customers at the current time, and remind your audience that you’re still there to help them.
If you would also like some advice about managing social media during the Covid-19 crisis, please see our recent blog piece: Covid-19: What should I do with my brand’s social media?