The effects of the pandemic have, to a lesser or greater extent, affected practically every industry. As usually happens in difficult moments, in addition to the dramatic stories of failing businesses, there were many encouraging stories in the media and social media space about various grassroots aid actions for entrepreneurs who found themselves in a crisis.
Small, local businesses, of course, experience these vibes of human kindness and consumer loyalty. However, it is worth looking at this phenomenon, even if we are involved in public relations activities for a large, global brand. Specific values remain universal.
“Will you miss me?”
- “I’m trying to support this restaurant with takeaway orders so that I have a place to hang out with my friends after the pandemic.”
- “I bought a subscription to online classes in my fitness club because I want a place to practice in real life when it is all over.”
Exactly. There are no more solid foundations for building consumer loyalty than the usefulness of the products or services offered. Seemingly simple and obvious, but how often do we forget about it in public relations strategies?
The fundamental mistake is sometimes poorly defined target groups for whom a given offer will not be helpful and will not miss these services when they disappear from the market.
Another widespread mistake is the evaluation of a product or service that we promote through the prism of our own or those of our relatives who are not and will never be the target group (“My wife would never put it on,” etc.).
Business with a human face
Another factor influencing loyalty to a given brand is often the person behind it. As part of grassroots actions, we support not so much the “shoemaker’s workshop” but the friendly Mr Jenkins, who once fixed your heel for free. When ordering take-out coffee, we think about whether our favourite cafe will be able to recruit this delightful waiting team in the future, creating a unique atmosphere here.
As a public relations agency, we often advise our clients to be open to contact with their audience and show the human side of the product or company. Social media is an ideal space to present you and your team at work, during a celebration of success, or “after hours” — when “we take off our ties.”
They are from here!
The locality is the third pillar of building consumer loyalty and attachment to the brand.
- “We came to buy cookies and help – this pastry shop has been operating in this place since 1960 — my grandmother used to come here.”
- “This tailor shop survived the war, and I cannot imagine the landscape of our street without it!”
Strong coupling of the business with its place of operation is always guaranteed by a group of regular, loyal customers and, at the same time, brand ambassadors. Is this knowledge also used by larger nationwide or even nationwide companies? Yes, of course!
Each organisation or brand comes from somewhere, started somewhere, and its heart is also somewhere. Many public relations strategies are based on or use accents related to the brand’s pedigree. Sometimes such a “homeland by choice” is the place where, for example, headquarters or a production plant.
