iProspect study: 7 steps to recovery for brands post-COVID-19

Indonesian president Joko Widodo recently said that the military and police will be activated to administer social distancing measures under the "new normal" scenario, according to Channel NewsAsia. For residents in Jakarta, the large-scale social restrictions are scheduled to be lifted on 4 June, but there has been speculation that it might be extended, CNA added. Nonetheless, companies are still gearing up for the "new normal" that would come to pass following the lifting of social restrictions. 

Here are seven paths of recovery brands should take note of when planning their communications for the new normal, as suggested by iProspect Indonesia's whitepaper titled "Augmented humanity: An unexpected future greets us".

1. Be reachable

Ensure your customers feel you are ready and available to help them, be it via your website, social media or the customer care hot line. According to the whitepaper, there have been 6,472 complaints on Twitter since the beginning of March.

There are more than enough megaphone-style proclamations from brands. In moments like these, personal messages can work when public announcements fail.

Admit vulnerability and ask for understanding, the whitepaper added.

2. Invent new traditions

Bearing in mind that society might not go back to how it was pre-COVID-19, brands should invent new traditions and build their own communities from there. Some examples they can think about include what a dinner would look like with Google Hangouts, or what does a new exercise routine at home look like.

3. Stick to your core

At the end of the day, this goes back to the brand, its core competencies, and its cultural authority. Brands should step up and use the power they have for good. Citing Adobe as an example, the whitepaper said it gave students free access to its Creative Cloud from home.

4. Celebrate emotional milestones

There will be plenty of small moments that gain new emotional resonance in the post-COVID-19 world. For example, having one's first pint back at the pub, getting back to one's yoga classes and other community activities, as well as having one's first cup of tea with relatives. Brands can make consumers feel even more special by elevating these moments.

5. Reboot as a new normal

Do not presume that things will revert back to the status quo once social restrictions are lifted or if the pandemic comes to an end. The whitepaper said that brands should prepare to check in with the market and think of questions such as what the pandemic could mean for customers in the long term, as well as whether budgets will be further tightened.

6. Help people help others

Consumers might want to help others during this time of need, but it is hard to know how. Brands can seize this opportunity and make it easier for customers to do so, by organising donation drives, for example.

7. Find the pain points

Life at home might be boring or unproductive. Brands should think about how their products and services can help consumers overcome this.

Meanwhile, the whitepaper also listed four factors that contribute to faster recovery for brands. Firstly, building strong online customer communities enable brands to engage and track consumers without relying on in-store interaction, OOH or experiential. Next, a digitally-optimised ecosystem enables brands to minimise loss of engagement. Also, having clear marketing processes and accountability helps brands to communicate complex messages to all audiences quickly, ensuring consistency of messaging. Lastly, producing innovative products and services help brands meet real customer needs in times of crisis, gaining new customers and strengthening existing relationships, the whitepaper added.

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