Marketing strategies in times of crisis, which is the best?

With the pandemic caused by the coronavirus affecting the whole world and having a great impact on the economy, many managers and businessmen are turning to loss prevention to be able to mitigate them as much as possible. In the midst of this, the question arises: what should marketing strategies look like in times of crisis?

In fact, the scenario is not very favorable, especially with the World Trade Organization (WTO) predictions, which predicts that this crisis should generate a drop between 13% and 32% in world trade in goods in 2020.

In light of this, in this article we will try to understand the impact that the pandemic has been causing on consumer behavior and think about what are the best marketing strategies in times of crisis in the context of retail trade, some examples of actions that some companies from different economic sectors are taking.

How has the COVID-19 crisis affected the retail sector?

The Sky bulletin on the impacts of COVID-19 on Brazilian retail, updated daily, reveals a drop in revenue for all sectors.

The charts below show data collected between March 1 and April 13, compared to the equivalent days in February.

Source: Cielo | ICVA – Expanded Cielo Retail Index

The least affected sector continues to be non-durable goods (-0.2%), since many items are included in essential categories, such as food, cleaning products and medicines. The durable goods (-42.2%) and services (-53.7%) sectors continue to decline.

Consumer behavior in times of crisis.

The graphs below, produced by the third wave of the survey: Impacts on purchasing and consumption habits, made by Opinion Box, give a more detailed idea of ​​how consumer behavior has changed during the crisis in two sectors: food and streaming services.

Source: Opinion Box | Impact on Purchasing and Consumption Habits – 3rd Edition

According to the graphs, it is possible to notice that, due to the quarantine, many people stopped going to the supermarket and started using the home delivery service when making their purchases. Another interesting fact is the increase in the use of streaming services, either for free or by paid subscription, during this period.

Although the data presented refers to very specific sectors, it is already possible to get an idea of ​​how the crisis has been affecting the way people consume.

The analysis of this type of impact can be a good indicator of what has been working in this new reality and, therefore, allows us to think about how marketing strategies should be in times of crisis.

What is the best marketing strategy in times of crisis?

Times have changed, and in this delicate moment in which we live, our behavior as consumers is no longer the same. Due to this, marketing strategies in times of crisis must also change, adapting to the new context imposed on us by the pandemic caused by COVID-19.

But, after all, what is to be done? What is the best marketing strategy in times of crisis? The truth is that all this is still very new for everyone, and there is no magic and instant solution. Therefore, it is important to be reflective and think of strategies that contribute to the strengthening of your brand.

More than promoting sales, marketing strategies in times of crisis should focus on strengthening the relationship between your company and your customers. Therefore, in addition to helping people overcome the difficulties of the moment, it is possible to generate potential customers and improve the positioning of the brand in the market.

Examples of marketing strategies in times of crisis adopted by companies

We have already noticed that the functioning of the market has been affected, so marketing must also reinvent itself, but what have companies been doing? How should digital marketing act in the crisis?

Nothing better than observing the examples given by other companies to plan our own strategies. So let’s take a look at some crisis-time marketing tactics some of them are adopting.

Safety and hygiene measures to prevent the spread of COVID-19

In its marketing strategy, the Condor supermarket chain presents the safety and hygiene measures that are being taken at its points of sale to prevent the coronavirus. In this way, the brand demonstrates care and attention to the health of its customers and employees.

Free courses on multiple platforms

In times of crisis, a marketing strategy that became very common was the free publication of courses and content for the population. There were many platforms that joined this movement.

While this helps educate and occupy the time of people who are isolated, this strategy also allows potential consumers to know a little more about the brand. When you get a “taste” of what the company has to offer, your chances of becoming a customer in the future increase.

Some examples of platforms that released their content for free are:

  • Getúlio Vargas Foundation (FGV) – Launched a total of 55 courses in different areas.
  • RD University: courses focused on areas such as digital marketing, management, sales, etc.
  • IBM – Courses in English, focused on the area of ​​technology.
  • Quero Dobra – Launched its premium course that covers everything from entrepreneurship to business management and startups.

Donation of food, protective equipment and hygiene items

The O Boticário group intensified its production of alcohol gel, liquid and soaps to donate to governments, public health networks and people in vulnerable situations. In total, the company will donate 216 tons of products in the states of Paraná and Bahia, in addition to distributing items in needy communities in Rio de Janeiro and São Paulo.

BRF announced a $ 50 million donation de Reales divided between food, protective equipment and investment in scientific studies to combat COVID-19. Donations go to hospitals, health professionals and patients. In addition, the company also purchased 20,000 tests for the virus.

Honda signed a technical cooperation agreement with the Government of Amazonas and the State University of Amazonas, to collaborate in the development of a prototype of artificial respirators, in order to prepare for the increase in the number of cases.

These are just a few examples of companies that are using their own expertise in the form of donations to help fight the coronavirus. Although it may not seem like it, we can say that this is a form of marketing strategy in times of crisis, after all, it contributes to generating a positive image for brands.

Share prevention tips and messages of support

Another very good example of a marketing strategy in times of crisis is what Marisa and, of course, many other brands have provided.

The place that was previously occupied by offers and products in their email marketing, began to be used to give prevention advice and messages of support to customers, showing concern and empathy on the part of the company.

Cash Donations to Fight COVID-19

Once again, although it is not in its nature, a marketing strategy, in times of crisis, all forms of help are valid, and this certainly contributes to improving the image of the brand. Many companies, associations and even individuals are contributing money to fight the coronavirus.

Because of this, the Brazilian Fundraising Association (ABCR) created a website to account for these donations, titled COVID-19 Donation Monitor. So far, on April 15, more than $ 2.4 billion in donations have been raised.

How can Maplink help your company deal with this time of crisis?

In times of crisis, marketing strategies shouldn’t be the only concern, especially if you have an online store or e-commerce, which many consumers will turn to. Now, more than ever, it’s time to invest in improving the quality of your customers’ shopping experience.

That is why it is important to optimize your company’s operations to guarantee greater efficiency in your activities. For this, it is essential to have the support of technology and specialized support in this adaptation process.

Maplink, the largest geolocation technology company in Latin America, with 20 years of experience in the field, provides support to optimize your company’s operations, ensuring strategic information and reducing operating costs.

In partnership with your IT team, we integrate solutions that allow you to use geolocation intelligence to improve communication between online and offline channels, through the integration of your system with the Google Maps API. But what are the benefits of this in practice?

  • Greater service efficiency, reducing response time and facilitating access to each client’s history.
  • Greater agility and improved communication between the customer and the company, ensuring a much more positive shopping experience for the consumer.
  • Greater service efficiency, reducing response time and facilitating access to each client’s history.
  • Cost reduction by automating activities, eliminating the use of paper and optimizing travel by grouping geographically close jobs.
  • Access to updated data, which facilitates the monitoring of metrics and indicators that guarantee customer satisfaction;
  • Improved profitability, due to increased team productivity.

We support companies that are protagonists and references in the markets in which they operate, such as: Nestlé Danone, Mastellone, Musimundo, Colun, Brinks, BRF and JBS. Schedule a conversation with one of our specialists right now.

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