How To Keep Your Beverage Brands Alive During Lockdown

SALITOS- The New Up & Coming Beer
18th May 2020
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How to keep your beverage brand alive during lockdown

While lockdown has been a time for some individuals to take up a new hobby or learn a new skill by staying home in order to flatten the curve, it is taking a major toll on South African businesses and business owners. 

A large number of businesses that are not considered as essential services have been forced to close their doors temporarily and has become a huge concern to employees and business owners. 

Here is how to keep your brand alive during lockdown 

  1. Constant reassessment.

Due to the ongoing global pandemic, it is expected that we will experience constant fluctuations in market dynamics. In addition, businesses should be actively reevaluating and reassessing their campaigns and marketing guidelines in order to stay on top of these changes. 

Scheduled campaigns that impacted due to COVID-19 should be rescheduled for a later date. Organisations should always be on the lookout for any changes in the market that may have a direct impact on their marketing schedule. 

icetropez adjusted it’s content and replaced their scheduled content with influencer takeovers across their social media platforms. As a result of the takeover, influencers entertained and engaged with their 123 000 online fans.

  1. Show Empathy 

It is important to note that although we are facing a global pandemic, it is our local partners and shareholders that are being affected by the COVID-19 virus. With that being said, businesses and organisations are empathetic towards their staff as well as their stakeholders. 

Customers do not want to be bombarded by brands punting their products and services. Now is the perfect opportunity to show sympathy and offer relief, which will go a long way in building trust with your customers. 

  1. Adjust your brand’s imagery and language.

With the entire country on lockdown, it means that many individuals are making use of social media more frequently now. 

The use of social media during this pandemic is an essential and powerful tool and you will need to be extra mindful of the messages that your content portrays. 

Visual images should not be promoting the gathering of large crowds. 

Your language usage should have a sensitive and empathetic tone- avoiding terms such “working closely together” as this contradicts the concept of social distancing. 

  1. Remain positive and do not capitalize on the crisis.

It is natural for citizens to be on edge during this time of crisis and it is important that businesses do not fuel those uncertainties with any sort of negativity. 

Remember your brand’s core values and implement them when conveying messages to make your brand appear more humanised to your intended audience. Send out positive messages, but do not be ignorant to the severity of the COVID-19 pandemic. 

Marketing services provided by Mandarin. Contact keyler@mandarins.co.za for more information. 

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