Page 13 - AeM_February_2021

BEST PRACTICES & STRATEGIES

call on followers to hashtag your initiatives, providing
new sources of inspiration, vouchers, or free deliveries.
Address people's worries and fears since nothing is
worse than ignorance. Users should feel understood
and connected, since the restrictions due to the virus
are for each individual already extreme enough. Since
this is a people-related crisis, the focus should be on
helping and putting the brand's reputation secondary.

Authenticity and transparency should be the
keywords since it is crucial to remain true to yourself in
a certain way and not to change the brand recognition
value. Besides that, create clarity around the topics of
customer service, deliveries, or the production process,
as the crisis affects everyone. Become aware of your
responsibility as a company to society, and especially
now contribute to the well-being of everyone.

Do not lose sight of the goal and rethink it if
necessary, despite all the difficulties and hurdles: if a
sales campaign for swim wear was planned, a
campaign with advertisements for warm and comfy
clothes is now probably more appropriate.
The current situation shows which new platforms not
only promise potential but are used more than ever.

For example, the TikTok user numbers have risen
rapidly in the last few weeks and in general in Q1.
Users have time to test and brands can also benefit where your user is. Yes, the corona crisis hits many
from new social media channels. An expansion of the companies and brands, but with the right instinct, a new
communication channels certainly makes sense. communication strategy appropriate to the situation and
Spotify also has significant potential. Many people empathy, you can maintain the relationship with your
listen to music on Spotify during their forced stay-at- users and even strengthen it. Identify the needs of
home; hence, a brand presence on Spotify can be customers and address them specifically and offer
worthwhile. specific solutions that will help keep a cool head in the
current situation. It is also essential not to lose sight of
Furthermore, the time spent on the cell phone the issues that will become important again as soon as
increases enormously, education apps and gaming are an end or a flattening of the corona crisis is in sight.
booming. Because here too, they say—well planned is half the
battle. ◊
It is not only important that advertising continues to be By MediaBUZZ
displayed, but the most suitable platforms must also be
used. In other words, as a brand, you always must be

February 2021: Conversational & Event-Triggered Marketing 13