How Can Your Brand Help Consumers Reduce Risk?

Written byFIG Team
April 12, 2020

Help your customers minimize their risks by providing thoughtful solutions.

Consumers are increasingly focused on the basics of life: health, financial stability, personal safety. For generations that have never known rationing or scarcity, to a younger generation that has not yet lived through an economic downturn, these are uncharted challenges to suddenly face. While some consumers instinctively know what to do or where to get high-quality advice, many are turning to brands they trust for guidance and support. With an opportunity to lead the charge in offering tangible solutions that address immediate consumer needs, brands have an opening to communicate in new ways.

With almost 10 million people filing for unemployment in the last two weeks of March, cost and payment options are hot topics. Ford responded quickly and powerfully with a new campaign that included information on how they are giving relief to Ford Credit customers. Other brands are communicating about payment plans, reduced pricing, and giveback programs, with a percentage of each purchase going to COVID-19-focused nonprofits. And some companies have pivoted to producing personal protective equipment (PPE), from fashion brands ranging from Dior to Christian Siriano making masks for hospital workers to LVMH perfumery plants and distilleries churning out hand sanitizer. They are prioritizing the production of PPE over their own products, sending a clear message to consumers about safety and community care.

Risk Reduction Graph

Source: Google Trends

Others are taking clear messaging to new heights (literally), with Reddit co-founder Alexis Ohanian taking out a billboard in Times Square exhorting people to go home — and stay home. Brands are creating memes and graphics for social followers to share, applauding healthcare workers or urging others to stay home. Offering contactless delivery or curbside pickup through online ordering is a way to help your customers and employees stay safe and socially distanced. Virtual styling appointments, chats with customer service representatives, and other online help opportunities keep your customers safely at home but still engaged. By showing that you care about your consumers’ ability to survive both physically and economically, you are building a relationship that goes beyond product to real trust.

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