Covid19: How to adapt one’s strategy of acquisition of new customers?

The various facets of a proximity communication and some examples.

In this particular period of quarantine, more than ever before, communicating with customers is a challenge for brands. Which tone should brands adopt? How do they adapt communications to the current context? What will be the consequences on brand image? In this context, maintaining the link with prospects and customers is essential. The use of social networks has increased by 61% in confined areas (Kantar/TNS Sofres – 26/03/2020), digital channels remain the best way to continue to maintain the interest of its prospects and customers in order to best prepare for the post-confinement period. We have prepared some answers to questions that all brands are asking themselves today: how do they continue to engage their prospects and customers by conveying the values that are dear to their brand? And how to prepare for the post-confinement period by relying on its 1st party data assets?

Adapting your acquisition and qualification strategy

A new situation calls for flexibility. While the vast majority of the population is stuck at home, behaviours are also changing and make it necessary to revise one’s objectives according to current opportunities:

A company’s first-party database remains a secure and sustainable asset. Continuing to acquire new “optin” prospects is an excellent way to prepare for the aftermath by starting the conversation now.

Social isolation stimulates the search for connections. More than ever, prospects and customers expect a personalized dialogue with the brands around them. Qualifying its users during this period of confinement therefore makes it possible to increase the relevance of communications and to set up proximity communication.

In the same perspective of dialogue, it is also a good opportunity to open the discussion on their vision of the product or service proposed while animating its customer and prospect base. To enable them to make their voice heard, engaging animation devices adapted to the brand universe are a good lever to consolidate customer (or prospect) knowledge and an ideal ramp to improve its offer.

In concrete terms, how can you adapt your acquisition system?

Following several collaborative workshops in our teams, we wanted to highlight a few avenues to be explored to continue to generate commitment despite this complex period:

Adopt a relational tone

Users expect more support and human contact. The transactional aspect of communications may seem unwelcome or inappropriate to them. The idea is therefore to focus on relational content, for example by providing tips on how to better live in confinement.


Showing proximity

More than ever before, users expect brands to empathize with their situation. The link to others has become an important part of their daily lives and needs to be maintained. For example, sharing news from teams during containment allows them to transmit brand values close to their own.


Thinking collectively

Solidarity initiatives are multiplying on all sides and increase the need to feel part of a group. Indeed, we need to feel surrounded, but above all we need to associate with others to achieve goals together – unity is strength!


Create appointments with exclusive content

Social isolation forces people to find new ways to occupy their day. Brands also have the power to connect the people in their communities and bring people together through strong values. Offering regular appointments therefore helps them to live their new routine more effectively.


Remain consistent with your brand image but know how to adapt?

Finally, continuity in the brand image, even in times of crisis, reassures users. It is therefore necessary to strengthen one’s positioning by transmitting values that are important to them without departing from the usual brand image.


Avoid mechanics that involve physical purchases/movements

Any reference to in-store purchases or travel away from home during the confinement period may be subject to debate and have significant consequences on brand image.

Examples of adapted mechanics

Involve customers in the creation of a new product

The Do It Yourself trend has been growing for several years, but it is currently exploding! Everybody is at home and looking to keep busy, it’s the right time to publish playful content that encourages creativity.

The example of the Petit Bateau competition (create your own emblematic panty model)


Being an ally in everyday life

For example, offer recipes and other good ideas that will bring comfort during the confinement period. In other words, favour a service-oriented content rather than overly commercial speech.


Engage customers through game

The use of game mechanisms is an excellent way to engage prospects and customers while immersing them in the brand universe. Offering a fun activity will allow the brand to maintain a positive image for longer. This is the case with La Saucisse de Morteau and its game Morteauttitude, for example, to the delight of this registrant, who comments on Facebook “Fun entertainment in this time of confinement is perfect!”

Make people dream with attractive endowments

Who isn’t dreaming these days? Or hoping for a pleasant moment to share? That’s why endowments in the world of travel or well-being are on the rise and will make participants dream. “No need to go very far to get to travel” Saint-Jean says it so well, by allowing you to win stays in accordance with the flavours of its fresh ravioli.

Giving a voice by stimulating UGC (= User Generated Content)

As more and more people consult social networks, there is an opportunity to encourage users to share their experiences and create interaction in the broadest sense. It’s also a good time to generate customer reviews or to find out about customer satisfaction.

You can find our approach to acquisition via our conversational devices here.