CONSUMER EXPECTATIONS
COVID-19 has impacted almost every aspect of conducting business with consumers, not least of which is customer expectation. A recent study showed that 85% of consumers surveyed indicated they want brands to provide practical tips to help them deal with the current situation. Additionally, 83% stated they want to see brands pledging money, aid, or supplies to help people affected by the pandemic. Regarding advertising, 85% expressed they have no concerns about brands continuing to market their products during these times.
As marketers, we must remain mindful of consumer expectations. Steer clear from false purpose and work on advertising in a genuine way, fulfilling or exceeding those expectations. Consider the challenges consumers are facing today, and focus on supporting consumers.
FACILITATE LOYALTY
Once you have an idea of what these new customers expect, how do you keep them engaged? How do you convert them from one-time buyers to loyal, advocating customers?
Stay Relevant
Though it may be a moving target, you can stay one step ahead of significant changes in consumer behavior by investing in brand awareness. Find ways to stay fresh in your consumers’ minds and utilize various tactics and channels to reach them where they are. Going dark will make it harder to regain the attention of new and existing customers when you return. Incorporate content that highlights brand values, provides light humor, and evokes a sense of comfort from your buyers.
Surprise and Delight
When asked about their most memorable brand interactions, 61% of consumers said surprising them with offers or gifts is most effective. Use surprise to help drive emotional connections and experiment with different methods of getting their attention. Testing the results will allow you to understand when these tactics have the biggest impact. Use this knowledge to determine how, when, and where surprise and delight can be used most effectively within your strategy.
Go Where They Go
Technology has changed the way brands reach consumers. Many consumers are digital natives, meaning you cannot rely on store placement alone; engage with them online to ensure you reach them wherever they are. Repeated exposure to your brand breeds familiarity and name recognition, making it more likely they will choose your products at the point of sale.
UNDERSTAND & ADAPT
Arguably, detailed data about your customers’ expectations and needs is more important than individual sales. Data allows you to stay one step ahead of behavior changes and be the company your customer needs you to be. As we have seen lately, needs and habits can change quickly. Data-driven insights allow your brand to pivot quickly, when necessary, and to keep from being surprised yourself by new trends.
Brand loyalty is a difficult feeling to engender but hard to remove once established. Think about some of your favorite brands and how you are willing to forgive missteps if the overall value provided to your life is positive. The pandemic disrupted everything, not least of all the lives of those directly affected, but your brand can stand out by being a source of humor, comfort, and practicality. Consumers remember which brands take extra steps to help the community in times of need and purchase and advocate accordingly.
