How to maintain a high brand awareness in the post COVID-19
Currently, we are starting to enter in the post-COVID-19 stage, where people can already start to return to their previous routine and live a new normality. However, the new normality that we are beginning to experience is different from the old one. This also means a change for companies.
Firstly, it’s important to know what brand awareness is. This concept can be defined as the consumer’s ability to recognize a certain brand. Also, it’s important to know how to measure brand awareness, in this post we explain it, where we also indicate the main kpi’s to measure it.
The following are a number of questions that should be reflected in order to know if the brand awareness strategy needs to be rethought in the post COVID-19, and how to redirect it.
Do we know who we are today?
As a result of the COVID-19 crisis, people have changed, and also their shopping habits, thoughts and feelings. But what about companies? It’s possible that as a company throughout this crisis you have also changed, with other values and thoughts to contribute. So, it’s important to be clear about the answer, and if it’s necessary, communicate it to the target.
Is our message consistent?
Are we correctly communicating the company’s values? It must have consistency between what is being communicated and the company’s values. Also, it’s important to transmit information in a transparent and natural way, because if the public perceives the opposite, they will have a negative image of the company. Therefore, companies should analyze if the messages are consistent with the characteristics of the business.
What we communicate is relevant to the public?
It’s important to stop and think whether if the information we give is relevant to the target. Furthermore, it must be taken into account that, as a consequence of the post COVID-19, people have new needs, so it’s important to know and cover them. Knowing your target, looking for information, etc, you will be able to offer exclusive and relevant information to the target. In consequence, you will be able to attract more attention and increase the visibility of your business.
Are we different from the rest?
In addition, it’s important to find out what is doing the competition, if they’re providing valuable content, if the information is current, etc. Knowing these points, you will be able to look for alternatives to offer relevant content for the target, improving the positioning against the competition.
In this current scenario, in relation to pre-COVID-19, multiple change factors must be taken into account. Basically, the data indicate 4 main trends:
Consumers more than ever want a hygienic and safe shopping experience. Nowadays, personal hygiene and protection are becoming a key value in their daily lives. Key ascending consumer values are relaxation, safety, serenity, security and simplicity. Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020.
It’s important to provide content about this kind of aspects mentioned above. For example, a storytelling could be carried out explaining how the production and distribution process of products is. Also, you can show the product packaging and explain how it’s done, the safety and cleaning processes, etc. By communicating these points, you will transmit security and relaxation to users, affecting positively the brand’s awareness.
2.- Brand expectations
Nowadays consumers have more expectations of brands than themselves. They also expect brands to take actions and provide solutions related to the post-COVID-19 crisis. A study indicates that 56% consumers think brands should take the lead in solving key issues. Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020. In addition, it’s also mentioned that 69% consumers expect the same from brands as they do themselves.Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020
In this case it’s advisable to carry out actions about social responsibility, such as society programs, in which you can offer some kind of help to users who have suffered more the consequences of the post COVID-19 crisis, or some kind of social initiative that transmits you want to collaborate to get out of this crisis as soon as possible.
3.- Purchase model
Purchase model has changed from pre to post COVID-19. Users choose nearby, reliable, and cheaper places to buy. This study confirms this, because it indicates that Closer (41%), less crowded (27%) and cheaper (23%) is what Spaniards are looking for in grocery retailers. For Italians, that’s closer (46%), less crowed (28%) and with less queues (23%). For French consumers, it is closer (39%), less crowded (29%) and cheaper (14%). Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020.
In terms of brand trust, this analysis mentions that 56% consumers prefer to buy from companies with personal connections.Source: Gartner [Consumer Sentiment About Coronavirus (COVID-19) Crisis]. April 7, 2020
In relation to this factor, it’s important to have an ecommerce with an optimal, simple and attractive user experience. On the other hand, you can also carry out campaigns with those users who are close to the business, encouraging them to buy your products and services.
4.- Purchasing power lost
Finally, the economy has been one of the most affected factors in this crisis. As a result, consumers are looking for brands with cheaper products and services or offers and discounts. This analysis states that 17% Germans have switched to discount retailers during the crisis, and 15% shopped in non-basics new websites. More Germans intent not to work from home after the crisis than work from home (33%/26%). Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020.
As for Spain, In late May, 79% of Spanish consumers believe their finances will be impacted at least for +2 months. In Italy, the figure is a 76%. In France, it’s 67% Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020.
About Italy, +40% of Italian consumers are becoming price sensitive. 31% of French consumers intent to spend less money on ‘superficial or irresponsible’ purchases. Source: Mc Kinsey [ (COVID-19) consumer pulse surveys]. May, 2020.
Finally, one study mentions that By May 16th, 27% of US consumers were concerned about making upcoming payments, and 43% were delaying large purchases. Spain: 45% / 42%. Italy: 38%/50%. France: 23%/49%. UK: 21%/39%. Germany: 22%/33%. Source: Deloitte [Deloitte State of the Consumer Tracker].
An attractive way to increase sales is to carry out cashbacks, limited discounts of products and services, loyalty programs, etc. As a result, sales will be more attractive for consumers.
It’s important to carry out this type of reflection over time and not just once, because society is constantly changing, so people do. Furthermore, taking into account the COVID-19 crisis, it’s essential to keep updated with new developments in order to provide valuable content to the target.
Finally, we invite you to meet with us for free to help you increase the awareness of your company. Fill in the form and we will contact you!Book now!