Bonfire Head of Marketing, Rene LeMerle, asked five local industry leaders for their views on what brands and businesses can do in the face of the continuing effects of Coronavirus.

As the COVID-19 situation continues to escalate, both domestically and overseas, we’re all still trying to get a handle on the new norms of social distancing, virtual engagement and remote working. How do we keep pushing our businesses and brands forward, with a view of survival, whilst remaining sensitive to the situation and protecting the welfare of all our families, friends and teams?

And it can be especially difficult when we’re seeing some of our favourite hospitality, tourism, fitness and recreation businesses being crippled by the new regulations that have been put in place.

While on the precipice of a potential lockdown, these amazing industry experts, have taken some time out to share their views on how to tackle an uncertain future, and stay focused on the important personal, business and community issues that matter.

Renae Lunjevich - Managing Director, Bang Digital

Companies tend to see this as an opportunity to “turn off” digital, as though it’s a tap you can turn off and on as required. Businesses with a longer term view will see the opportunity to restructure their digital campaigns to be more “next step” in the customer journey, rather than an “end goal”.

My top 3 tips are:

1. Consider a digital-first approach. If you rely on face to face, understand how you can mirror this through digital channels with the use of video walkthroughs, interactive experiences, and webcams. Consider how this might open you up for future global/national expansion post-COVID-19.
2. Reduce and evolve, but don’t tap out. There are opportunities to stay in the game by mapping out a longer customer journey, you just have to look for them. Remember – competition will be lower, and in auction-based media environments you are well-positioned to gain traction. Digital will be the key source that connects our communities, so ensure you have enough skin in the game to be part of that.
3. Most of all, it’s important to wrap every interaction up with authentic empathy. Marketing to your audience with little regard to their personal situation will only alienate and depersonalise your brand. It’s an opportunity for you to show the human side of your brand, and build community through thoughtful communications.

Building brand resilience and strategy is absolutely vital for companies who want to come out the other side of this. Be brave, lean into the opportunity, and scenario plan as much as you can. You will have a stronger business for it.