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A MARKETER’S GUIDE TO COVID-19

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As this rapidly-evolving virus continues to spread, consumers are ushered into their online worlds. Global economic effects are thus beginning to show, as purchase patterns illustrate a shift towards e-commerce across all markets and as such enable brands to enhance their digital strategies.

Current consumption habits also release confidence for brands as people turn towards indoor entertainment, revealing innovative ways in which marketers can encourage online engagement whilst generating sales, at scale.

As a result, brands need to look towards an always on approach which includes an organic and paid content strategy, activated by true talent in order to provide an antidote for restoring industry trust and consumer confidence.

In response, we’ve spotted a few positive takeaways to showcase the trends that have defined different industries as we look towards a post-pandemic future.

As leaders, we believe it’s our responsibility to guide best practice, especially during such uncertain circumstances as we continue to do our part efficiently and effectively.

 

EVENTS TURN DIGITAL

Many marketers consider live events to be the most critical marketing channel and the coronavirus crisis is showing us how to live online. 

For example, Google switched towards a virtual event for Google Could Next 2020, paving the way for those considering postponing or canceling opportunities when launching new products during this time.

Meanwhile Talent Agencies, such as Storm hero their digital offering and are already exploring opportunities on social media platforms for their brand partnerships as talent continue to craft creative content in their own environments.

This week, John Legend hosted a live-stream, free concert and to keep viewers uplifted, shared tips on how to help during this trying time, such as donating to food banks and distancing to prevent the further spread of infections.

As such it’s clear that despite the virus, brands can achieve a powerful experience to a remote audience. At Talent Village, our unparalleled decision makers can ensure your virtual event reaches the right people, keeps their attention, and makes an impact as we continue to confront social isolation.

 

LIVE STREAMING WEATHERS THE PANDEMIC

As consumers continue to stay at home, the outbreak has accelerated trends, such as live gamification which has increased as people explore alternative entertainment as a community.

In response, content creators are using this time inside to craft engaging storytelling that supports mental health. For example, Elz, a presenter and gamer recently shared a video, inspired by Sims that gives motivational commentary on how we can follow government guidelines and stay safe.

Additionally, as schools continue to close across the globe, parents are looking towards educational and entertaining resources for their children. San Diego Zoo even offers free virtual field trips that include animal webcams, to help upgrade their digital programs.

With our extensive experience we are able to match relevant & professional talent who are credible experts to talk about your brand because we know their story and tap into these new territories.

 

AN APPETITE FOR HEALTHY ESSENTIALS

New supermarket policies suggest a rational approach for product purchase during the outbreak.

Even amazon announced that under the current circumstances, that they will free up both space and respires to priories vital necessities which include health, household, personal, media, baby and pet care items.

To manage this demand, many brands including Whole Foods have announced a new notice which allows customers 60 and over to shop one hour before the store opens to the general public. They are also due to close their stores up to two hours early to give their team members more tie to restore shelves, sanitise their stores and rest in preparation for the next day. 

In support, chefs such as Richard Makin are encouraging their audience to keep cooking but using what they have, rather than making unnecessary trips to the store. 

This provides a silver lining for many brands within the FMCG market as we prepare our pantries.

 

SUPPORTIVE SPIRIT

As gyms close their doors, people are focusing on home workouts in order to sweat out the pandemic.

To fight this balance, fitness instructors and studios have created new ways to stream classes and bring people together.

For example badass pro dancer Danielle Accoff has fallen back in love with her home as she continues to focus on her body, even whilst the world is changing. The talented yoga instructor uses yoga and meditation to keep her balanced and illustrates how her followers can achieve the same.

The fitness camp, Aarmy have also transformed their training efforts as they move towards a community-driven approach that includes indoor cycling and bootcamp classes. Since launching these sessions, the studio has partnered with various athletes to encourage diversity and reach a global target market.

 

THE SELF-CARE SURGE

The beauty industry has also responsively reacted to consumer concerns. Brands such as Loreal have begun using their facilities to produce both hand sanitizer and hydroalcoholic gel, two things in short supply since the outbreak of the virus.

The beauty giant also announced its intention to use its foundation to donate one million euros to help the disadvantaged during these times. The money will be distributed to several partner associations, who will also be offered hygiene kits and hydroalcoholic gel intended for use by social workers, volunteers, and beneficiaries.
Such efforts reveal how brands are able to drive direct sales and achieve positive brand perception as consumers continue to invest in their well-being.

FIGHTING FAKERY

Amidst the coronavirus pandemic, brands are adhering to strict corporate communication rules, but maintaining a clear and consistent, dialogue with consumers should also be a priority.

In response to this digital demand, the UK government has even partnered with talent to combat COVID-19 and share accurate information despite rising fear in order to reach audiences quickly and globally.

By enlisting trustworthily professionals to share their message, the UK’s department for international developments hopes to reach a younger audience who are more skeptical to fake news.

Instagram have also embraced it’s potential as a publisher by employing its ubiquity to distribute coronavirus prevention through a new call to action as they partner with WHO and local health ministers to help slow the speed of COVID-19.

As more consumers tune online, brands are also able to reach a new demographic. This includes  older and less adventurous consumers who have now began to go online, welcoming the security and convenience that technology can provide amidst restrictions of movement and heightened caution regarding current events.

These smart digital-first efforts demonstrate how brands can work with talent for purpose driven marketing.

 

TRUST & TRANSPARENCY

To battle this virus, consumers will look towards marketing initiatives made by brands and talent alike who are able to provide expert advice during this uncertain time.

As such it’s clear that as the dramatic spread of COVID-19 continues to challenge society,  brands need to adopt a quality over quantity approach, activated by true talent in order to restore consumer confidence.

So, as we focus on building brand-consumer interactions we will adhere towards best practice. Together, we are able to confront the coronavirus as clear, consistent communication enable the economy to plan for a healthy recovery.

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