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

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“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.

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89% wanted to hear how brands support and protect their employees and customers.

2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.

91% believed that brands should shift to producing products that help meet current challenges.

5 2020 Edelman Trust Barometer Special Report: Trust and the Coronavirus.

• 1. Social Responsibility

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“Consumers want to know that a brand stands for

• something. They don't want a brand to be opportunistic.”

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Kinsip

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CIBC

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Cheerios

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Can you create/share your product with those in need?

CSR Check List

Can you support a local food bank or care home? Can you produce something new for customers?

• 2. Building Community Through

Content

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“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,

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Visit Kingston

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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.

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Consider what ties your customers together - fishing, cooking, crafts, music

Content Development Check List

Identify partners to work with for creating and sharing content Make It Interactive - ask questions

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• 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

Email Marketing

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

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“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

Cayuga Collection Resort

Revisit Email Software & CRM Get Feedback

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Review Your List

Email Marketing Check List

Simply Stay in Touch Make It Interactive

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• 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

Trip Advisor Updates

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Update Your Amenities Refresh Your Description Add Fresh Photos Respond to Reviews Update user access

Mid-March to mid-April 2020, 12 million new users, usage of TikTok up 33% for Gen Z respondents and 27% for millennials.

Tik Tok?

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TikTok videos can easily be shared to

• ther websites

and apps, such as Twitter or Instagram. Live streaming

• TikTok has

started putting more muscle into its live stream capabilities

Pinterest has been sharing data with retailers to help give them an idea on the kind

• f 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.

Pinterest

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Stories

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Revisit Your audience numbers - where are they most engaged?

Social Check List

Try Tik Tok - for at least one dance Revisit social metrics software - i.e., Sprout Social Update Trip Advisor

• 5. Website Enhancement

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

Skillshop

Google Tools

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Primer Covid-19 Resources

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Review your search performance and analytics tracking

Website Check List

Google My Business and other updates Newsletter Sign Up Update partner links; DMO, Trip Advisor Refresh content - images, testimonials

Human Resources

Budget & Finance Marketing Strategic Planning 29

Communications

Sign up: tourismrecovery.ca

Thanks

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Cathy Kirkpatrick ckirkpatrick@alphabetcreative.com