If you’re a food or beverage company, you’re facing a world of uncertainty when it comes to marketing your product right now. Perhaps you were just about to launch a new product line when the coronavirus forced us to shelter-in-place. Or you may have had plans to hit the start button on a new campaign that relied on partnerships with select coffee shops. Or you simply intended to hit send on a series of promotional eblasts with promo codes.
Now what?
It’s Time to Pivot
While it’s tough to push pause on your planned strategies and tactics, the time to do so is now (if you haven’t yet already). Your consumers and target audience(s) are likely more concerned with core necessities right now and not the nice-to-haves. They’re most likely on lockdown and may not have the same employer that they had just a few weeks prior. Their money may be stretched thin. They may be more focused on tuning into news about covid-19 instead of news about the latest health app, the new flavored chip or the rebrand of your beverage.
Put yourself in your consumers’ shoes. You know them best. What are they thinking, feeling and doing right now? What would they want to know about your product or company right now, if anything, that would be beneficial to them? If your answer is “nothing right now…” then that is ok – but it doesn’t mean you have to go silent. Sometimes a simple email to inform your customers that you’re empathizing with them and that you’re thinking of them during this time is all that is needed. Perhaps it’s important to tell them how you are thankful for their support to date and that when the time is right, you’ll continue to tell them all about the wonderful, exciting things that your brand has planned. But now is not the time for grandstanding nor a hard sell.
Think about all of the email blasts you are receiving from every single company that you’ve ever interacted with right now. It’s a bit much, isn’t it? Personally, I’ve unsubscribed from quite a few e-newsletters these past few weeks. You don’t want to run the risk of a mass unsubscribe – thus, make sure your intention is – well, that your outreach has good intentions. And that what you have to say to your followers is important.
Stop Selling and Start Helping
I’ll say that last bit again – focus on what is important. I recently tuned in to a podcast on marketing in times of uncertainty hosted by Social Media Examiner, during which guest and podcaster Lou Mongello shared a line that stuck with me: “Stop selling, and start helping.”
Yes! Stop the hard sell – this is a turnoff to many during uncertain, sensitive times when we’re focused on keeping our loved ones and ourselves healthy, and/or unstable financial situations and more.
What can you do to help instead? What can you do, what content can you create, what message can you send to convey connection, support and engagement to your audience and your network? Three ideas for mindful marketing during uncertain times include:
- Inviting your customers to pay what they can: I just received an invitation to a virtual breakfast club meeting where I was asked to pay what I can in order to attend. I appreciated this instead of opening up the invite to view a fixed, higher price that would have been standard prior to covid-19. You might consider playing with this idea if it works for your business model – but be sensitive to asking for a purchase in the first place. Again, what would your customers want from your business right now?
- Provide resources: If this is a fit for your business, consider providing free resources or educational opportunities that are relevant and of value to your customers. What information would be helpful to share with your audience right now? What do they need?
- Donate a portion of proceeds to a charity of choice: Indicate to your customers that a portion of their sale will go to a relevant organization, i.e. a non-profit that feeds children, an organization that is supporting those on the healthcare front lines, etc. Or, simply ask them to join you in donating to a cause if they are able.
If you’re unsure about how to proceed with marketing during times of uncertainty, like those we are experiencing right now, reach out to KUcumbers to discuss further. You shouldn’t feel as though you have to disappear from the minds of your consumers, but you want to make sure that any messages you’re posting are done so with your customers’ best interests in mind.