Ask an Expert: Why Tapping Into Consumer Sentiment Is Key to Success in COVID-19
We’ve been spending a lot of time at Create & Cultivate HQ discussing how we can best show up for and support our community during this uncertain time. Community is at our core, and connecting with others through one-of-a-kind experiences is what we love to do. While the world has changed, our mission has not. We’re committed to helping women create and cultivate the career of their dreams, which is why we’re proud to announce our new Ask an Expert series. We’re hosting discussions with experts, mentors, and influencers daily at 9 am, 12 pm, and 3 pm PST on Instagram Live to cure your craving for community and bring you the expert advice you’ve come to know and love from C&C. Follow Create & Cultivate on Instagram, check out our Ask an Expert highlight reel for the latest schedule, and hit the countdown to get a reminder so you don’t miss out!
Photo: Courtesy of Jenny Gorenstein
As a brand, it is more important now than ever to listen to and connect with your consumers. We are all isolated and feeling alone in the midst of the chaos of COVID-19. Consumer needs are changing, the economy is heading for a downturn, and there is no way to get face to face with customers, so we have to step up our virtual communities.
In this installment of our Ask an Expert live series, we tapped Jenny Gorenstein, the chief growth officer at Foria, to talk us through how forging connections now can carry brands through COVID-19 and allow them to thrive on the other side. Scroll on to read some of the best advice from the conversation and be sure to follow Create & Cultivate on Instagram to join us for the next one.
Now Is Not the Time to Push Products
“There is no playbook for how to market through a pandemic. We are leading with compassion now more than ever about how we are showing up in people’s inbox and on people’s feeds.”
“It’s not about pushing product right now.”
“Don’t focus on your own brand’s initiatives, show up through goodwill.”
“People just want to know how they can feel more connected to themselves and others and that’s the content we’re putting out right now”
Digital Content Is Key
“We’re all always on our phones. We’re addicted to our phones. That is how we are connecting now. From a brand perspective, there’s a lot of ways to meaningfully connect. Don’t put out things that are overproduced, show up raw, and give things that allow that person-to-person connection. Let people into your homes. Tap into influencers who already have the trust of others and are helping people get through.”
“We scrapped all of our marketing plans, which hurt because you take months building those plans, but we want to create content in the moment. We’re working harder than we ever have because we can’t plan.”
“You want to show up in a way that is resonant with what people are going through and what their life looks like.”
“We have a really playful brand and are leaning into that.”
“We do a lot of content that allows people to pause and take notice of nature around them and that is doing well right now. This is nature’s greatest reset, were all feeling more connected to the outdoors than ever.”
Work With Influencers and Reach Their Communities
“If you don’t have a budget for influencers, that’s okay. I think the organic route is the way to start anyway.”
“Start with gifting product. First and foremost, you want to make sure they love your product and your brand before working together. Try: Affiliate networks and giveaways.”
“Think about promotions you can do that keep your profit margins but make your products more accessible. If people are curious that gives them a reason to try and once you have them you can get a consumer for life.”
Embrace the New Normal
“Success can come in so many forms you can use Instagram as a means to drive business, you can use Instagram as a means to drive engagement or you can use Instagram as a means to educate.”
“The world of tech has opened up the most amazing toolbox for brands to create dynamic conversations.”
“Lead with the people behind the brand. Lead with heart. Lead with compassion.”
About the Expert: Jenny Gorenstein has focused her career on building innovative and iconic brands and media companies. Prior to joining Foria, she spent 15 years launching InStyle.com's digital ad business from the ground up, helping to grow Refinery29 from $0 to $100M in revenue, and joining pre-IPO Snapchat to take it’s retail business to the next level. Always drawn to mission-driven and early-stage startups, Jenny is passionate about driving cultural currency and sustainable revenue growth. She is a people and idea connector.