Brands Must Adapt to Survive the Pandemic
Denny’s New TV Spot May Just Be a Grand Slam
For brands looking to weather the COVID storm, it’s imperative to understand what new consumer needs have emerged and how to best cater to these new needs. Customers adapted to the new normal and have high expectations for brands to solve problems for them.
Denny’s released a new advertising campaign to announce that they remain open for business during the COVID pandemic. In the one minute and ten-second social media and TV spot, the restaurant chain goes in detail the new safety measures in place to make diners feel safe.
The new procedures outlined in the advertisement includes:
- Employees working day and night to create safer, easier, and more convenient ways to serve guests food they love
- Daily temperature checks, required mask coverings, and hand-washing procedures (every 20 minutes) for employees
- Sanitization specialists who wipe down any surfaces customers touch
- Commitment cards that allow customers to know tables and chairs have been cleaned
- Floor and table markings to encourage social distancing
- Curbside pickup, drive-up ordering, and contactless delivery services for customers who not ready to dine-in
Denny’s is showing how the company has adopted new procedures to meet consumer needs. John Dillion, the Chief Brand Officer of Denny’s, states that “People still eat with their eyes.” We can find this statement especially true during the COVID era, as people slowly adapt to the new normal. Consumers are turning to brands, not for new products or services, but to see how they are changing and evolving to meet their needs.
What new consumer needs have risen from the pandemic?
With rising COVID cases in certain regions of the United States and the potential for a second lockdown, people are looking for reassurance that it’s a safe environment. It is now more important than ever to listen to consumer feedback and apply new measures to ensure they feel safe.
Consumers are relying on data and technology to respond to the pandemic. In a recent study, more than 50% of people are willing to share their health and location data for contact tracing. 75% agree that data can be used to greatly benefit people if properly managed. 70% of consumers are using contactless payment cards and e-commerce grew more in the past two months than the past two years.
Moreover, consumer priorities have drastically changed. 59% of people are cutting back on spending and putting more towards their savings accounts. 85% of people have canceled or plan to cancel traveling abroad this year. 30% of people are outright not traveling this year due to health concerns. More than 50% of people have delayed or considered delaying large purchases.
The best way for a brand to understand consumer shift is to release a custom study. Ask your customers if they feel safe visiting your stores, what new procedures they would like to see implemented, and what it would take for them to return. Consumer feedback will be crucial in helping brands drive their marketing and business decisions.
Which changes in consumer habits are temporary versus here to stay?
The harsh reality is that consumers may never shift back to the old normal. Many people plan to continue to work from home post-pandemic. The use of technology is here to stay. 78% of consumers are ready to return to stores, but only after the virus is contained. Those planning to travel this year are looking at domestic trips, rather than international vacations.
E-commerce, food and grocery delivery services, and Zoom calls are most likely here to stay. Social media consumption and online streaming services will most likely continue to see increased usage. Personal finance, saving, and paying off debt will continue to be the top priorities for many people. Businesses will need to adapt to new priorities of everyday consumers.
Now is a great time for brands to take a closer look at how their business has faired with COVID. In addition, what are the changes that should be implemented to increase safety and make consumers want to come back? Use your business and marketing data — before, during, and after COVID to understand consumer trends. What trends are here to stay and what trends are temporary? Small innovations that were made during the pandemic could potentially be long-term business practices.
Final Thoughts
For business owners and marketers, it’s important to reconsider the perspective of the target consumer and how to reach them. Messaging will pay a key component as evident in Denny’s newest marketing campaign. People want reassurance that it is clean and safe to step foot in any business establishment. Consumers want to know that high levels of standards and new protocols are in place to protect them.
What customers see with their eyes will matter more than anything. One bad experience could leave a bad taste in their mouths forever. Therefore, it is imperative for brands to rethink their marketing strategies and adapt new business procedures to ensure customers feel safe and welcomed.
Meeting consumer needs, staying relevant to consumption changes, and taking thoughtful action will allow brands to adapt and survive the pandemic.
