Brands can help consumers by stay upbeat through distractions like feel-good videos

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2020, 3:27 PM UTC

Providing consumers with feel-good content can help deal with the pandemic crisis.

This piece argues brands should not stay silent during the constant barrage of negative headlines among pandemic crisis, especially with governments announcing national lockdowns. Businesses should react to the situation with positivity to build brand loyalty and lasting relationships.

Companies should help provide the necessary distractions to consumers through feel-good videos, entertainment or at-home exercise products and services. For instance, CPG brands can leverage digital adverts to highlight product-specific tutorials to bring customer satisfaction and relief, while banks and insurers can offer assurances to consumers.

The author contends brands should wisely choose their campaigns and not highlight illogical or discomforting promotions like offering travel discounts in a global pandemic. They should try and play an active role in the recovery process.

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