media update’s Talisa Jansen van Rensburg takes a look at why brands need to support their consumers, even when consumers might not have the funds to pay them instantly. 

With the economy taking a big hit at the moment, countless companies are struggling to make ends meet, but the show must go on! 

Now, your brand might be tempted to say: If you don’t have money, we can’t help you.” But what you should be doing is forgetting about having ‘instant money’ and focusing more on looking at the bigger picture. 

Here’s why:

1. It shows that you’re human

Today’s consumers want brands to show off their human side because they aren’t just interested in the products or services. This is because they are becoming increasingly more aware of how a brand feels towards the environment or certain social situations based on the organisation's persona and how they treat their customers. 

That is why brands would do well to learn from companies like Newsclip Media Monitoring. It’s business development consultant, Sabrina Hasdenteufel, recently came into contact with a brand that really wanted to make use of their services to assist with their brand’s strategy, but there was a catch … they didn’t have the funds to pay for it. 

Instead of turning the client away, Hasdenteufel made an effort to see what she could do for them. Her response to the client? ‘Don’t worry, we will go through the crisis together, and meet you halfway’.

Hasdenteufel offered to compile a Redbook for the client with the relevant media monitoring data in it to assist them in coming up with a relevant strategy that will assist them during a time of turmoil.

“In this time of crisis, giving someone a helping hand will ensure that they will remember you. A good deed will always be remembered. Don’t just assist them on a business level — also assist them on a human level,” says Hasdenteufel.

2. It opens new doors for your brand

Helping out a consumer will not only make them feel good, heard and valued but you will also encourage them to send more business your way. Recommendations are one of the best ways to receive new clients, and the proof is in the pudding;74% of consumers identify word of mouth as a key influencer in their purchasing decisions.

In the case with Newsclip, helping out a consumer in need resulted in the client coming back with two new possible clients that are in need of media monitoring services. Although they might not make use of the business’s services straight away, there are at least two new doors opening for the service provider, as news about these events spread fast (word of mouth for the win!). 

“Always remember to look at the bigger picture and not just stay stuck in the present moment,” says Hasdenteufel.

3. Consumers will remember you

Consumers never forget how a brand made them feel, and due to the current circumstances that the entire world is facing, people tend to be even more sensitive towards how brands treat them. Helping consumers when they really need assistance, will affect their future decisions regarding your brand. 

So, be sure to make them feel good, appreciated, valued, and heard. This will  ensure that whenever they talk about your brand or hear someone talk about it, they will be able to chip in and say, ‘did you know that they helped us in a time of need, and it made us feel important?’

Humans love to feel good and that is exactly what your brand needs to do, regardless of what you sell. 

What other ways do you think you can show consumers that you are there for them? Let us know in the comments section below.

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Now that you know why you need to be there for your consumers, be sure to read The best marketing strategy? Show your consumers that you care.
*Image courtesy of Vecteezy