How Marketers Are Fighting Fear, Anxiety With Empathy & Real Solutions
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Health and economic crises bring about lessons for companies to adapt
The New Playbook
- Retail has largely always focused on two powerful emotions – fear and greed, but that will no longer be relevant. We have to be conscious of the current mind-set and add empathy as the most critical emotion in our communication craft. One must show empathy for what the stakeholders are facing – and demonstrate that the brand is there to help.
- Safety and hygiene measures will very critical for customers. We have to demonstrate this in-store and in our communication, too.
- ‘Necessity is the mother of invention’ – Going beyond physical stores, expanding into new categories, new geographical areas or new distribution models, brand will have to react quickly and be more agile. As a matter of fact, we launched shop.bigbazaar.com in ten days post the lockdown was announced.
Learnings From These Times
One of the most valuable lesson for me and my team was when we managed to create some interesting moment-marketing brand voice pieces. The key, however, is to constantly hear the consumer and respond quickly looking beyond your limitations.
We recently shot a safety communication film by completely outsourcing production from our zonal teams with hand-held cameras and staff. To our surprise our consumers became the voice and helped move this video forward.
My biggest learning: a good marketing idea is not bound by marketing budget.
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