Some Brands Surge in This Crisis

As we face this coronavirus crisis together, not all brands are in crisis mode. We’ve seen several surge in sales as the world stays home because being home doesn’t mean you don’t still need brands.

Like Domino’s Pizza. The company did an open call for customer service talent amid a huge surge in pizza delivery sales.

Costco. The brand is reporting surging sales as consumers stock up on food and the essentials (and a Costco hotdog while they are at it).

Peloton. The brand just yesterday reported a 66% surge in sales and a cancellation of all marketing activities because, well, there’s no need to promote.

It’s makes a marketer wonder … why these businesses? Why these brands?

Because they are offering a product/service that is adding value to people’s lives right now. Right place, right time, right offering. The flip can be said of other brands who perhaps aren’t quite appropriate at this time. Their sales are dropping.

So what’s a brand to do? Pivot! Figure out ways that you can alter what you offer to add value to people’s lives as we all navigate this pandemic. It’s not going away any time soon, so the faster a brand determines how to add value then the faster it’ll survive. And if a brand is already seeing a surge, then figure out how can it continue to evolve to keep adding value as people’s lives continue to change. What’s working today might not be working in the next phase of this situation.

Make sure you are listening and following the situation as it affects your consumers’ lives.

The key is to be flexible, nimble, and constantly aware. So that as a brand you can be constantly improving what you do for the consumers you serve.

What’s your experience? JIM

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