September 25, 2020 Pivoting in a pandemic – who has nailed it so far?

September 2020 Newsletter

man, holding a cake, screams in an open space

Hey there,

As we enter into our seventh month of lockdown in Melbourne, we’ve witnessed how businesses – from local coffee shops to global corporations – have pivoted their marketing, services and communications. After all, necessity is the mother of invention!

With organisations having to adapt swiftly to survive, some have succeeded to ride the wave of the pandemic, while others have been left ashore. So, after watching the world unfold for the better part of a year, we thought we’d take a closer look at pivoting during the COVID-19 pandemic. How have different industries adapted? Which organisations have done well? Let’s dig in.

Promote Iceland and EVA Air (Tourism)

While airlines and tourism are some of the biggest hit from the COVID-19 pandemic, some have pivoted their messaging, services and content efforts to keep afloat.

With COVID-19 putting a halt to travelers exploring their landscapes, Promote Iceland is encouraging users to let out their frustrations by recording their screams into the country’s wide-open spaces. While they may not be getting tourist dollars, this brand building exercise makes Iceland’s beauty more accessible to others.

Banking on the travelling experience that many crave during the pandemic, Taiwanese airline, EVA Air has introduced ‘flights to nowhere’. Passengers can enjoy the full airline experience, including check-in, lounge access and boarding, without ever actually leaving the tarmac. Tickets sold out immediately.

IKEA and high-end fashion houses (Retail)

As COVID-19 has put a strain on brick and mortar stores, retailers have had to act quickly to embolden their online efforts and innovate their product lines. 

Known for their delicious meatballs in their massive global stores, IKEA has pivoted to an e-commerce only strategy. This meant doubling their distribution strategy and arranging contactless click and collect orders.

With face masks becoming the fashion accessory of 2020, some of the world’s biggest designers have started selling high-end face masks and shields. Many fashion houses have also repurposed their production facilities to make protective equipment for healthcare workers on the frontline.

Providoor (Food & Hospitality)

With restaurants and cafes having to pivot to a delivery-only model to survive, sadly many have had to close their doors for good.

That being said, COVID-19 is changing the way we eat takeaway. Greasy Thai food in plastic containers is becoming a thing of the past with services such as Providoor. Harping on the fine dining experience Melbournians are craving, Providoor brings some of the city’s finest establishments into home kitchens.

What you can do to pivot your business during COVID-19

While these pivots have stemmed from innovation, it’s how they’ve communicated these changes that make them a success – never underestimate the importance of a killer content strategy. At Avion, we’re passionate about creating content that connects the right message with your customers.

If you’d like to chat with us about dreaming up a content strategy for your business for COVID-normal, we’re all ears! Get in touch with us today.

Until next time,

Ali & the Avion team

CONTENT TIPS AND TRICKS

3 WAYS USER RESEARCH CAN IMPROVE YOUR CONTENT MARKETING EFFORTS

By Tom Halpin, Avion Communications

How well do you really know your audience? By understanding user behaviour, Avionite, Tom Halpin, explains how user research can help to move the needle when it comes to your content marketing, UI and UX. Tom has penned a digestible guide on how to conduct user research, and how you can use it to your advantage.

THE WHY #04: WHY DO I KEEP ORDERING THE SAME DAMN BURRITO?

By Dan Monheit, Owner at Hardhat Agency

We’ve all been guilty of some added UberEats activity during COVID-19. Despite the bevvy of choice out there, why do we always find ourselves coming back to the classics we usually order? Well, we all fall victim to the ‘Choice Paradox’. Our brains are ill-equipped to deal with the thousands of choices we need to make, so we default to the simplest thing of all. Read on to learn how less choice can equal more sales.

IN TOUGH TIMES, SELF-AWARE MARKETING HELPS YOU STAND OUT & SAVE MONEY

By Christopher Gillespie, Contently

Buyers are starting to get fatigued by the ‘we’re here for you in uncertain times’ messaging that brands are propelling. But, as Christopher Gillespie explains, there is a better way to engage with your audiences during this time – through self-aware marketing. Going ‘meta’, aka using your product to market itself, can help to draw customers in by being comical and honest, all while still selling your product. Read on to see how you can apply self-aware marketing to your brand.

IN THIS PANDEMIC, R U OK? HERE’S HOW TO ADDRESS EMOTIONS AND GROW COMMUNICATIONS AND CONNECTIONS

By Siobhan Rennie, Mumbrella

Everyone is experiencing a range of emotions and handling the pandemic differently. Has your co-worker acted abruptly to a Slack message or email you sent? Maybe there’s something else going on underneath. In this article, Siobhan Rennie examines the importance of engaging with our emotions during times of crisis, and how better management and team culture can help teams to thrive.