As part of our new series, ‘Marketers Playbook for 2020 Post Covid-19?, Chandrahas Panigrahi, CMO and Consumer Business Head, Acer India lays down a game plan for brands to use to guide current and post-marketing and loyalty strategies The virus has impacted countries all around the world with no cure in sight. Social distancing seems to be the only way to limit the spread of the virus currently. But during these tough times, when people are staying home and working remotely, buying patterns have been drastically altered. Today it is Covid-19, tomorrow could be something else so how brands react to this crisis is going to shape consumer perceptions beyond. Brands must prepare to emerge out of the crisis stronger than ever before. Each major crisis brings about a change in behaviour and business operations, as marketers we need to make sure that appropriate measures are taken to keep customers engaged and reminded that we are here to take care of their needs. By adapting the right communication and marketing messages across channels, brands can optimize customer engagement and work to retain customers during these unprecedented times. Here is a new game plan a brand can use to guide current and post-marketing and loyalty strategies. Crisis Time The key to ride the crisis wave is by being nimble and useful, hence rethinking one’s marketing strategy is critical. Reaching audience with timely, relevant messages is also imperative now. As a community partner, it’s our responsibility to apprise consumers on the actions we’re taking to ensure their safety and well-being and to show continued commitment to service quality and cleanliness, all of which are critically important right now. Bounce Back In unpredictable situations like these, my principle is preparing ourselves while we are in crisis and set up for how we come out successfully. A lot of my own focus is on driving greater consumer intimacy to predict changes in consumer landscape in the upcoming months. With the objective of thriving in the new normal and recover lost ground, some of the questions that we have framed for ourselves are: 1) How can Acer be the trusted technology partner in uncertain times? 2) How to invest and build saliency to reclaim lost ground as well as maintain momentum? 3) How to leverage the power of loyal users and generate new trialists as new habits, priorities leads to exploration? 4) How to leverage marketing technology for more personalized & contextual content? 5) How do we predict and be agile around a consumer/channel landscape that might see the significant transformation? Reorient In The New Normal During this time of a crisis, it’s tempting to label any major disruption as ushering in a new normal. At this time of such uncertainty, I urge to adjust communication and marketing practices in order to hold consumer interest and maintain a strong brand voice and be ‘Fit for the Purpose’. By leveraging the right tools and platforms as well as appropriately communicating information throughout internal and external channels. Marketing plays a critical role in business transformation during these times and acts as the voice of the company for customers, partners and other stakeholders to quickly and effectively reorient them in the new normal.