Capturing your Audience's Attention

Over the past few months, businesses have had to quickly adjust to the new environment in order to remain relevant. As companies continue to reimagine their playbooks in consideration of the coronavirus and its economic effects, decisions being made now will have long-lasting implications on how customers interact with businesses in the future. Companies are finding genuine, creative, and authentic ways to emotionally connect with their customers.

Last week, Starburst released a self-care kit inspired by its best flavor; the All Pink pack will now be an everyday offering in stores nationwide and move from a limited-edition product to a permanent one. To celebrate, the brand created limited-edition Starburst All Pink Self-Care Kits ahead of International Self-Care Day on July 24 to treat fans like a Pink Starburst.

"Our Pink Starburst has been a fan favorite flavor for years and has led to the viral 'I Am A Pink Starburst’ meme, which personifies feeling special and treating yourself, and others, accordingly," said Justin Hollyn-Taub, Director, Fruit Snacks. "We're thrilled to make Starburst All Pink a permanent offering in our brand portfolio to help ensure our fans feel as special as we think they are, every day of the year."

One challenge that many face during the pandemic is finding fresh baked bread. In response, Jimmy John’s started to offer freaky fresh bread on demand. They took the existing product, fresh bread made in-store, and used it to reassure and relieve those overwhelmed by the current grocery experience. They then expanded into social media with #MadeWithJJBread to build an online community around their product, showcasing customer recipes and at-home tips for using Jimmy John’s bread.

Successful digital marketing is all about knowing your audience and capturing their attention to drive sales. It is vital for brands to deliver relevant, timely communications and content — showing empathy and providing real value.

As millions of people worldwide are affected by the pandemic, a primary measure of their customer experience will be how the businesses they depend on meet their new needs. This is a great time and opportunity for brands to position themselves at the forefront of the longer-term shifts in consumer behavior that result from this current environment.

Customer experience and attention are the new currencies of business. Companies who care, use a little creativity, innovate during this shifting market and can anticipate changes in customer behaviors will build stronger, enduring relationships with them. It will be key to keep a real-time pulse on changing customer preferences and redesigning journeys that matter in an ever-shifting context.