Care and be responsible
In the short-term show your customers that you care about them.
Recently there have been numerous webinars covering different aspects of handling the situation we find ourselves in, but very few offering help and advice on financial, psychological and emotional well-being.
You may not be qualified to offer advice in these areas directly, by partnering with organisations and people who are more suitably qualified, and happy to advise, makes a very positive association with your brand that people will not forget.
Running a Facebook live event might be one way of reaching a wider audience than your business currently reaches out to.
Social media posts should be focused on demonstrating your expertise to create posts that are instructional and educational. For example, if your products can be used in a unique way to help other businesses through the tough times they are facing, clearly demonstrate that.
Delivering content that suggests a degree of normality during these times will go a long way to reassuring people they can get through this. If that involves using one of your products, so much the better, but don’t make this a condition of creating the content.
What’s important here is positive associations with your brand.
One example of this is Uber Eats that is waiving delivery and activation fees to support restaurants hit by decreasing demand.
Another way of adding positive association to your brand is by temporarily changing direction to help the wider community.
BrewDog’s brand sentiment scores have rocketed since the company’s founders have sacrificed their salaries and the brand turned to making hand sanitiser.
Compare BrewDog’s with that of Tim Martin’s JD Weatherspoon’s. YouGov brand score
His brand metrics took a nosedive when he suggested pubs should stay open during lockdown, and that he would not be paying his staff until the Government stepped in to pay them on furlough.
YouGov Brand Metrics