4A Research: Building Community During COVID-19
- Posted by Lauren Leifeste
- On March 27, 2020
A 4As’ research survey last week of 1,000 consumers looking at changing consumer attitudes during the COVID-19 pandemic found that 43% of respondents said it’s ‘reassuring’ to hear from brands they know and trust, while 40% want to hear what brands are doing in response to the health crisis.
In a sensitive time like this, it’s a bit tricky to determine not only whether or not you should serve content to your audience, but also which content types are appropriate to promote.
Here at Screen Pilot, we encourage our clients to continue online conversations.
This allows hotels and resorts to keep followers up-to-date on what your brand is up to amidst COVID-19, as well as what your brand is doing in response to the crisis.
Think, “Aware, Available, and Agile” as three key takeaways for how your brand should operate online right now.
Not sure what to post? Take a page out of our book.
- Ask your audience what they want to see | Create a poll on Facebook and Instagram asking them to tell you what they’re interested in seeing right now.
Ex: People are still interested in seeing hotel content on social, as seen in these responses to a post we did for Hotel 50 Bowery:
- Encourage your audience to engage by sharing what they’re doing to stay busy, where they are, how they’re staying active, or whatever fits best with your brand.
- Reshare relevant, on-brand concepts that your guests bring up to drive home the authenticity of your request.
Ex: Hotel Carlton reaching out to check the pulse on where their followers are settled during this time:
- Even if your company or brand has closed its doors, let your audience know and provide them with the information they need to plan accordingly.
Ex: The Cape, A Thompson Hotel took to Instagram to communicate with their followers that their doors will be closed until May 15, 2020. Following this information are details on upgraded cancellation policies and how to reach out with further inquiries.
When in doubt, keep the online conversation warm, as to stay in front of your followers. They’re looking to you for additional information and updates.
Further, should your competitors decide to remain silent at this time, it’s an even greater opportunity to showcase that your brand is available and dependable.
Examples from bigger brands: