When the first steps were taken against the spread of Coronavirus, entrepreneurs did not know exactly what was coming, what business were going to be left standing and how the situation would evolve. Over time, things began to become clearer and a gap was created between the business verticals: some that fell sharply and others that rosed during this period.
Some entrepreneurs anticipated the trend and saw the crisis as an opportunity. User behavior has changed and new needs have arisen, especially to buy and order basic commodities online, which they normally bought before from local supermarkets and other places such as farmers markets.
Fears, basic needs and pleasures are some of the most important factors that influence the buying and selling process. During this period, fear was a leitmotif that caused sales of basic necessities products to explode. Uncertainty has amplified the phenomenon.
Thus, this large gap was created between the businesses that could no longer operate and the boom in the verticals that flourished during this period, who sold temporarily “golden” products such as hygiene products, food, toys, books, DIY, etc.
What are some of the trends we’ve noticed?
- Some brands have stopped all their activities, some even stopped communicating to their clients
Many businesses that could no longer carry out their activity pulled the shutters and stopped the activity and any form of communication. They minimized their costs and hoped for a return to the normal day to day as soon as possible. After things settled down, they noticed how other brands adapted to the crisis by transposing services online, using adapted communication strategy and the awareness they continued to raise.
Some entrepreneurs understood that silence is not the solution and that the actions they take in times of crisis will influence the process of transition to normality. It is important to stay in the customer’s mind and, even if he does not buy now, the chances to buy in the future increase. And so, they began to communicate again, to adapt their services and to invest in marketing.
- Business on hold, waiting for things to go “back to normal”
There were also cases in which stocks were the biggest problem, when business depended on orders of hundreds / thousands of products that began to be 1-2-3 months late and solutions were limited. Some put the activity on hold and others continued to sell, but with the notification to customers regarding the long delivery time.
In the transition stage, the communication strategy will have to be based on a plan that will help to inform the clients, to increase the visibility and to reconnect with the old followers. He will have to convey confidence regarding the terms and conditions of the deliveries, but also of the protection and hygiene measures they take.
This communication can be done through informative posts from Social Media, sending newsletters to the database, blog articles, videos and paid per click campaigns on social networks and Google.
Ana Florea – Marketing Online Manager