Covid-19 But Expect More Than Empty
Words
In a US study on consumers’ reaction to
brand responses to Covid-19, only 10%
in a survey said that they were not ok
with brands mentioning the virus, 42%
were ok with it while 44% said it depends
on the message. Three quarters (75%) of
the consumers expressed the sentiment
that brand owe them a responsibility to
help out during the Corona Crisis. The
researchers, Ace Matrix concluded that
brands should show actual actions not just
empty words.
We expect the same sentiments to apply
to other markets given our Kenyan
experience with consumers calling for
government help in crisis (Tunaomba
serikali itusaidie - we beg for government
assistance) with some citizens requests
being targeted at key brands like mobile
telephone company Safaricom in Kenya
(Tunaomba Safaricom Itusaidie - we beg
for Safaricom’s assistance).
Another consumer response that you need
to pay attention to is depicted by changes
in what consumers have been searching
online. While Trip advisor topped Google
searches in the beginning of March
2020 by end of March the searches were
topped by work outs, what to do at home
and online deliveries with Trip Advisors
searches declining dramatically in the
light of lock downs, travel restrictions and
boundary closures.
Production Following
Demand by Shifting to
essential Products and
Services
Globally we have seen corporates shifting
production to essential products in line
with changes in the consumer basket.
Some of the products which have
become must haves in consumer and
institutional buyers’ baskets include hand
sanitizers, face masks, protective gears
and ventilators.
Early indications showed a significant rise
in demand for essentials and foods with
drastic declines in demand for clothing’s
and accessories that have higher margins.
Retailers also have to respond to
guidelines on social distancing by limiting
number of customers in the stores at any
one particular time. Some have come up
with specific time slots for the elderly to
shop given that they have been identified
as a vulnerable group.
Breweries are shifting some of their
production to hand sanitizers which
might relate to the wisdom of President
Uhuru choosing Kenya Breweries MD
Jane Karuku to head the team tasked with
the multi-sector emergency response to
the crisis.
Ford, 3M and GE Healthcare have
teamed up to make respirators. Ford and
3M aim at leveraging on existing parts
(such as those used in Ford Pickups) from
both companies to make air purifying
respirators. Ford is also supporting GE
Healthcare to expand production of
simplified version of GE’s ventilators to
support patients with Covid-19 related
breathing problems or respiratory failure.
In Kenya we have seen textile factories
in Kitui and Eldoret counties that make
uniforms for the disciplined forces and
local fabrics embarking on large-scale face
masks production and other protection
gears.
One mistake by Kenyan government is
the curfew which doesn’t recognize the
need to match working population to the
numbers of people who are supposed to be
on the ground especially compared to the
capacity at places like the ferry services
in Mombasa. The seven o’clock curfew is
also confusing given that public transport
vehicles are now required to carry at only
60% capacity. This leaves many of those
who are still working stranded some of
whom end up walking home in crowds
which does not help the situation.
Other cases involve advertisers who
have pulled off ads that are not aligned
to the current times of social distancing.
Cadbury’s in the US pulled an ad showing
an old man hiding Easter eggs around his
house before arrival of his grandchildren
for an Easter egg hunt. Many advertisers
have either stopped their planned adverts
or replaced them with Corona specific
messages.
Interesting marketing
campaigns
Some entities have come up with
interesting campaigns; one is by Popeye
fried chicken company which is offering
its Netflix Username and password to its
fans in the US. The aim is to remind them
that they treat their customers as family.
They offer this to the first one thousand
people posting their photos on twitter with
the hash tag #thatpasswordfrompopeye.
Brands are also seizing the opportunity
availed by increase in video conferencing
and Zoom calls through backdrop ads. DJs
in Kenya are also hosting virtual discos and
concerts through Instagram and Facebook
Live in order to remain relevant during
the staying at home times. Beer brands in
some markets have hosted such concerts
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