This archive report was first published on 17 June 2020.
Steering Brands Beyond a Crisis ¶
June 17, 2020, 16:52
Marketers in Kenya and around the world are facing unprecedented challenges as the COVID-19 pandemic disrupts business as usual.
With many brands forced to cut marketing budgets and slow down spending, it's time to rethink traditional approaches and find new ways to connect with customers.
Looking back at past crises, such as the 9/11 attacks in 2001, we can see that brands that adapted and innovated were able to thrive.
General Motors, for example, launched a successful campaign offering free financing for up to five years, breaking sales records in October 2001.
Today, brands can use social media listening tools to understand what customers are saying about them and connect with customers through online communities.
By listening to customers and serving them during this period, brands can remain top of mind and lead to continuous usage.
As marketers, we must understand the new normal and find ways to ensure our brand proposition is relevant and competitive in the market.
By acting on customer feedback and adapting our strategies, we can help our businesses survive and thrive in this new reality.
