The latest AANA forum provided great insight on how consumers are responding to the Covid-19 environment. They are fear, transition, tentative emergence and finally rebuilding. Currently we are in the re-opening or third phase that brings hesitation and cautious optimism from consumers.
You need to be mindful of what people want and consider their feelings and needs before triggering a campaign. You need to adopt to these new behaviors and adapt accordingly. I think consumers expect your company to adhere to Covid-19 safety measures and care about your health. This message is now being over emphasized and people are becoming immune to it. Think how many times you have heard the message of uncertainty, dark times, we are in this together…. ugh!
The most important thing you should be doing as a brand is being of service to your customer. Focus on what is important. Be authentic and not insensitive. The best thing you can do is be helpful and not talk about it.
The worst thing you can do right now is to stop talking to consumers about your brand and how you are serving. Use the current environment as a time to instigate conversations with partners you want to align your brand with for the future ~ retail partners, brand ambassadors, etc.
The goal is to connect and create something so you will be better prepared and successful in the rebuilding phase that will come eventually!