30-second summary:
- The COVID-19 crisis is impacting so many incredible brands — from neighbourhood spots to household names — many businesses have been reeling from the impact of everyone needing to stay home for the good of public health.
- Fractl’s Marketing Director, Amanda Milligan looked into how various brands are responding to this hardship through content to share some important lessons for other B2B and B2C businesses.
- She mentions how the messaging you use and the ways you choose to help are absolutely essential to maintaining positive relationships.
- Great examples included right from Airbnb, TripAdvisor, and Marriot to humble brands like Orbitz and The Potter’s house.
- Take a step back and consider how your brand can best contribute to the solutions your clients or customers need, you can form a short-term strategy on how your content can better serve them now.
Everyone is suffering in some way during the era of the COVID-19 crisis, but as it relates to marketing, the tourism industry may be taking the hardest hit. (If you’re one of these marketers, hang in there, and please let me know if I can help in any way.)
So many incredible brands — from neighbourhood spots to household names — have been reeling from the impact of everyone needing to stay home for the good of public health.
In this unprecedented time, I decided to look into how various brands are responding to this hardship[1] through content.
And from what I’ve found, their actions serve as important lessons for all of us.
B2C content priorities: Information and connection
The exponential spread of the virus meant that things changed very quickly, events were cancelled, people were advised not to travel, and more such things that were restricted or curbed. So, from