Consumers do want to hear from brands during lockdown
As the nation experiences lockdown amid the COVID-19 pandemic, many brands are left unsure as to if and how they should be communicating to consumers and supporting sales that are still key to their business. However, a new survey has revealed consumers actually do want to hear from brands, and there are smart ways to do it.
Come Round’s lockdown survey
Here at Come Round, we ran a nationwide survey asking over 2,500 people their views about the current lockdown. The results revealed that:
- 71% of people find it helpful to receive inspiring content from brands
- 51% believe that brands have an important role to play in helping to entertain them and/or their children while on lockdown.
- 36% prefer a positive and upbeat tone
- 26% suggested that brands showing themselves as offering up helpful information was key
- Only 6% of people surveyed appreciated a serious tone, underlining that despite the difficulty of the current situation consumers are keen for some light relief.
Trust is everything
While the lockdown halts traditional marketing, brands need to find new opportunities to reach consumers at home. They need to seek out creative ways to communicate which stand out from others as well as to reach the quarter of consumers (23%) surveyed who felt unsatisfied with the way they were being marketed to, claiming they have not yet received anything helpful from brands. There is an enormous opportunity here for brands to come to the aid of consumers with something fresh and fun yet at the same time highly effective and targeted.
Make the most of everyone being at home!
During this uncertain time, we understand that it can be tricky for businesses to know how to communicate with consumers, and if they should be communicating at all. For the past decade, Come Round has been helping brands forge meaningful relationships with their consumers in fun and innovative ways, whether that’s trying new products or enabling them to fall back in love with brands already in their home – with their experiences all shared among their personal network.
In light of the current situation, we’ve tweaked our party marketing model and are now focused on connecting with families, bringing a sense of togetherness and positivity across UK homes. Since 2010, we’ve been creating authentic word of mouth marketing experiences from inside households.
Whether that’s food and drink brands needing to take their sampling plans into the home, entertainment companies having to adapt their release strategy or simply brands seeking to be relevant and helpful to cabin-fevered families at this difficult time. And of course, once lockdown restrictions ease, we will be ready and waiting to help consumers celebrate with their favourite brands.