Engaging Customers Staying in touch and staying relevant during the - PowerPoint PPT Presentation

Engaging Customers Staying in touch and staying relevant during the Covid-19 pandemic

“The actions of brands during a crisis can make or break long-term relationships with consumers” 2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus. 3

89% wanted to hear how brands support and protect their employees and customers. 2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus. 4

91% believed that brands should shift to producing products that help meet current challenges. 2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus. 5

1. Social Responsibility “Consumers want to know that a brand stands for something. They don't want a brand to be opportunistic.” 6

Kinsip 8

CIBC 9

Cheerios 10

CSR Check List Can you create/share your product with those in need? Can you support a local food bank or care home? Can you produce something new for customers? 11

2. Building Community Through Content “In the midst of crisis, leaders must embrace humanity and lean on community, emotions and the environment to create new ideas and approaches.” Rishad Tobaccowala, “Restoring the Soul of Business: Staying Human in the Age of Data, 12

Visit Kingston 13

Mini “Friendship among drivers is a major draw for the automaker. Virtual meet-ups and content that go beyond cars aims to maintain it.” Fostering community is important to Mini, as people tend to self-organize and congregate around brands in an age where there’s an “absence” of that feeling of neighbourhood and connectivity. 14

Content Development Check List Consider what ties your customers together - fishing, cooking, crafts, music Identify partners to work with for creating and sharing content Make It Interactive - ask questions 15

3. Email Marketing More people are opening email during the COVID-19 pandemic than ever before Email marketing is a low-cost, high-return option that will keep your communication lines open Keep messaging clear, informative, relevant 16

Email Marketing “Email is seen as the safe harbour in these tumultuous times,” 17

Cayuga Collection Resort “The key for us right now is employing and adapting to a very nimble strategy – going into hibernation but also staying ready to open our hotels with very short lead time. “ Cayuga Collection Resort 18

Email Marketing Check List Review Your List Simply Stay in Touch Revisit Email Software & CRM Get Feedback Make It Interactive 19

4. Social Channels Digital now accounts for 53.3% of total media time spent in Canada per day - 5 hours, 32 minutes Marketers need to stay active in social channels and explore new ways to share content Now is a good time to refresh and rethink your social activities 20

Trip Advisor Updates Update Your Amenities Refresh Your Description Add Fresh Photos Respond to Reviews Update user access 21

Tik Tok? Live streaming TikTok videos Mid-March to - TikTok has can easily be mid-April 2020, 12 started million new users, shared to putting more usage of TikTok other websites muscle into its up 33% for Gen Z and apps, such live stream respondents and as Twitter or capabilities 27% for Instagram. millennials. 22

Pinterest Pinterest has been sharing data with retailers to help give them an idea on the kind of content customers are searching for. It’s a move by the platform to capitalize on people stuck at home while they increasingly browse social media. 23

Stories 24

Social Check List Revisit Your audience numbers - where are they most engaged? Try Tik Tok - for at least one dance Revisit social metrics software - i.e., Sprout Social Update Trip Advisor 25

5. Website Enhancement Now is a good time to update web content and functionality What are people searching for now? Does your site rank? 26

Google Tools Skillshop Covid-19 Primer Resources 27

Website Check List Review your search performance and analytics tracking Google My Business and other updates Newsletter Sign Up Update partner links; DMO, Trip Advisor Refresh content - images, testimonials 28

Marketing Communications Human Strategic Budget & Planning Resources Finance Sign up: tourismrecovery.ca 29

Thanks Cathy Kirkpatrick ckirkpatrick@alphabetcreative.com 30