After 3 weeks of quarantine, companies’ reactivity is as high as the stakes: remote work, temporary unemployment, reinforcement of the digital communication.
The way in which this crisis is handled is essential considering how fast it is evolving. As suggested by the French Minister for Economic Affairs Bruno Lemaire, if the sanitary crisis is to last for weeks, the damage will be counted in months.
According to Insee, the national statistic office, each month of quarantine would be paid into 3 percentage points of GDP, with a deceleration of 35% of the economic activity.
Companies are therefore planning their own future in order to anticipate the end of the quarantine, in spite of the absence of a real ending date.
Will they merely pivote of fully reboot?
To spend or not to spend
Different strategy regarding an economic recovery are pointing:
- On the one side, the instinct for survival rules for budget cuts in most cases.
- On the other side, marketing spendings are still a way to make a communication shift happen on time while making up for the operational void.
This shift can be just enough to rebond as quickly as possible when the crisis is over or a real radical moment, putting the company’s old ways into question.
As for Christophe Manceau, strategic planner for Kantar Media Vision, ‘efforts in marketing should be maintained as for now, in spite of important economical losses.’
Campaigns are for now, mostly cancelled or postponed, which means that a saturation of messages is to be expected when it is all over.
To shift or not to shift
So how to position ourselves according to those two trends?
First of all, the best strategy will the one that succeed in answering the needs of consumers in this strange times. And two behavioural patterns are shaping at the end of quarantine:
- On the one side, the trust crisis is to last. The handling of a human crisis that rare, shows how unprepared most financial, economical and social systems are. Consumers will expected different societal involvement from businesses and state.
- On the other side, the risk to see consumers overcompensate is real – and unavoidable. Following to a long period of lockdown, let’s expect a peak in stimulation for outdoor eating and entertainment pleasures.
It is, of course, expected for companies to address the peak-to-be first. Most likely, the increase in demand will meet an increase in offer quite naturally. So getting logistically and humanly organised is key, even as the crisis goes on.
Nonetheless, it is important to address the other part of the consumers. The ones inviting changes in the way companies ared driving impact and caring for the society buying their goods or services.
As for communication two statements are needed:
“We will inform you better”: the next marketing campaigns are to help the consumer through the end of quarantine. This means helping them making sense of the social brand vision, offering experiences that matter, engage them and connect with them on an all other level.
“We will do better”: the next business decisions are to be CSR related. Long-term decisions on social responsibility, ethics. Health and Ecology have, indeed, been two central themes of this crisis!
The COVID-19 era, is not be put into brackets. Each economic party has duty. Challenged in their core, companies are strengthening. In the process, let’s hope they turn into a more green and human-friendly future, and influence.
For further information on Green Influence, you can read our article on the subject: « Why Green Influence Is the New Black »
Hey, may be you’ve read the previous article on social distancing, maybe not! Here it is just in case: « The Real Impact of Our Marketing Content in These No-Contact Times »
You also can audit your current needs in influence to implement, with us, a more serene shift.