B R A N D S T R AT E GY I N C R I S I SImplementing Marketing and Customer Retention Strategies

in Reaction to the COVID-19 Pandemic

L I S T E N

Become even more sensitive to constantly shifting audience perceptions. Make empathy the driving force for your motivation and marketing.

Pay close attention to customer feedback, both direct and indirect. Ramp up A/B testing and closely monitor open-rates and unsubscribes.

Ask for feedback directly in social media, email, and surveys.

R E AC T

Be true to your brand voice while relating to the unique situations to which your customers are adapting. Let customers know (if you haven’t already) how you are experiencing the crisis, what has changed for your company, and actions you have taken as a response.

Review creative in email and SMS automations, banners, and site, to ensure messages and content are not in conflict with the current situation.

G I V E B AC K

Donate to make a difference if you can. Even better: give your customers an avenue to donate to a cause either directly, through actions, or through purchases.

Give back to your customers with content that offers them something more: from sales to escapism, to engagement and support.

Create events in the digital space that connect your fans with one another while deepening their relationship with your brand.

P I VOT

Adapt to the homebound economy. If you are unable to meet the same needs of your customers at this time, look for new needs to meet, from online classes specific to your knowledge-base, to entertainment and activities.

Businesses that were focused on brick-and-mortar will need to quickly step into the online retail space.

Homebound customers will increasingly turn online to meet all their needs. Be ready to retain them.

N U RT U R E LOYA LT Y

P R OV I D E U N I Q U E CO N T E N T F O R

YO U R CO M M U N I T Y

Offer your customers something that enriches their experience and mental outlook: entertainment, laughs, brightness, information and education, service, emotional and physical nourishment, enrichment of atmosphere, health and tips, etc. Choose topics that acknowledge our shared situation while making it more bearable.

Incentivize brand loyalty and encourage customers to come to you first through rewards, VIP gifts, access, and referrals.

E N L I S T T H E H E L P O F YO U R FA N S

& LOYA L I S T S

There has never been a better time to bring humanity to your brand. Show your faces; show your at-home workspaces; show all your cards if necessary. If you are having difficulties as a business, you can give voice to it and ask your loyal customers for help.

Offer fans a break in the form of a discount, freebies, or get creative. Ask them to share their content and reviews. Most importantly, thank them for being valued continued members of your community.

B U I L D F O R T H E F U T U R E

O P E N N E W AV E N U E S O F

CO M M U N I C AT I O N

Find fresh ways to talk with your customers. Explore revenue-driving SMS platforms and conversational campaigns in social media.

Create a robust customer service program that makes your customers feel heard and cared for while tying together multiple avenues of communication and streamlining your work.

C R E AT E A F R A M E W O R K F O R S U CC E S S T H AT

W I L L L A S T

Build into automated marketing campaigns that enrich the customer journey through personalized content based on behavior and interests.

Explore new customer retention elements that may be missing from your customer journey, including referrals, reviews, subscriptions, memberships, and affiliate marketing.

CUSTOM ER RE TENTIONF O C U S O N T H E S E V E N P I L L A R S O F

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W E A R E W I T H YO UCustomer Retention Strategy is a holistic approach utilizing the seven pillars as spokes

on a wheel with email & SMS as the hub rather than seven separate silos. Let us help you

harness the power of retention to help your brand establish achievable goals and succeed.

Reach out to us to realize & optimize your opportunities during this unique time.

Nihar Kulkarni ● Managing Director, Partner

nihar@roswellstudios.com

Emily Roberts ● Customer Retention Strategy Manager

emily@roswellstudios.com