How Businesses Can Promote Post-COVID Recovery Right Now

Businesses across the globe are fighting for their survival during the current coronavirus crisis. It’s likely that a lot of companies will see their doors close for good, and those who survive will have to change the way that they operate and interact with consumers for an indefinite period of time. 

To help brands increase their chances of coming out on the other side of COVID-19 on top, 1851 Franchise interviewed Anne Beall, Ph.D., author of “Strategic Market Research: A Guide to Conducting Research that Drives Businesses” and CEO of Beall Research, a company that specializes in applying psychological frameworks and using emotions to understand consumer behavior. Beall discussed some of the steps that brands can be taking now to make a positive impact for the future.

1851 Franchise: What should brands be doing now to increase their chances of coming out strong on the other side of COVID-19?

Anne Beall, Ph.D.: Brands need to be addressing the emotions that consumers are feeling strongly now: fear, anxiety and uncertainty. Brands that speak to consumers and help them feel better about the world are going to come out on top. Notable examples of brands who are doing this are Nordstrom, which is sewing over 100,000 face masks for health workers or McDonald’s, which donated over 1 million masks to healthcare professionals. In addition, brands that openly address how they’re keeping their employees and customers safe are the ones who will be most likely to win after the pandemic winds down as people remember the companies that eased their fears.

1851: What data should brands be looking at within their own companies now as indicators of what's to come and how they should handle next steps?

Beall: Consumers aren’t likely to immediately change their behavior once shelter in place and social distancing requirements are relaxed. There’s going to be a period where consumers are wary about going into public spaces and potentially frugal with their dollars. Brands should be collecting data about what consumers will want from them when that time comes. If it’s a retail or restaurant brand, what cues will consumers want so they feel they’re not taking unnecessary health risks? Will they need to see employees wearing rubber gloves or want signage about what the company has done to ensure the safety of customers and employees? Some of the companies we’re working with are actively asking consumers what they currently need and what they will need in the future.

1851: What changes should brands be making now to impact their businesses in the long-term vs. the short-term?

Beall: There are different strategies that businesses need to put in place for the short-term and for the long-term. The short-term strategies should address what consumers need right now by addressing their fear, anxiety and uncertainty. Changing how the products or services are delivered will be paramount because consumers will still want to purchase the things that matter to them during this time period. Brands should also be offering the opportunity to buy online, order delivery, obtain via telephone, etc. Obviously, the reason to do this is to drive sales, but more importantly, changes in consumer behavior could be long-term, and the brands that are most adaptable and streamlined for consumers will be at an advantage when the pandemic is over. Brands should also be communicating with customers to help them navigate the situation—have management and staff describe their commitment to customers. Explain how the company is changing to address the current needs and emotions of the consumer. The long-term strategy will be about being flexible, communicating often and creating a dialogue with customers. These actions will create a strong emotional connection and build loyalty moving forward.

1851: In what ways can brands continue to engage and build trust with consumers during COVID-19?

Beall: Keep communicating with customers—going dark right now is a mistake. Many companies think that by staying quiet, they’re avoiding drama or being associated with something that’s painful. But the fact is that people want companies to address the COVID-19 pandemic. Evidence suggests that ads with direct mentions of COVID-19 are doing better than those that do not. Engaging with consumers and addressing COVID-19 directly will build trust among those who are feeling anxious. 

For example, explaining what the company’s current policies or procedures are for this unprecedented time will be appreciated. [A good example is] Starbucks, which has a page on its website about all the changes that have occurred, how to find a store nearby and what the brand is doing to address customer and employee safety.

1851: How should brands be operating and tracking data as they start to re-open on the other side of COVID-19 to ensure that they're setting themselves up for success?

Beall: Brands should be tracking how consumers are feeling, how likely they are to return to purchasing the product/service, when that will occur and what will propel them to buy. For example, if the company is a retailer, it needs to understand what specific practices and information will be important to encourage consumers to shop there again. Brands need to identify any new needs consumers have for their product or service, and what they want to see when they go into a retail store. If it’s a restaurant, the brand needs to know what customers will want in order to feel safe to dine in again. Companies that we’re working with now are actively obtaining the information about what their customers want and need, and are now putting new procedures in place in preparation for the end of the pandemic.