As we enter into our seventh month of lockdown in Melbourne, we’ve witnessed how businesses – from local coffee shops to global corporations – have pivoted their marketing, services and communications. After all, necessity is the mother of invention!
With organisations having to adapt swiftly to survive, some have succeeded to ride the wave of the pandemic, while others have been left ashore. So, after watching the world unfold for the better part of a year, we thought we’d take a closer look at pivoting during the COVID-19 pandemic. How have different industries adapted? Which organisations have done well? Let’s dig in.
Promote Iceland and EVA Air (Tourism)
While airlines and tourism are some of the biggest hit from the COVID-19 pandemic, some have pivoted their messaging, services and content efforts to keep afloat.
With COVID-19 putting a halt to travelers exploring their landscapes, Promote Iceland is encouraging users to let out their frustrations by recording their screams into the country’s wide-open spaces. While they may not be getting tourist dollars, this brand building exercise makes Iceland’s beauty more accessible to others.
Banking on the travelling experience that many crave during the pandemic, Taiwanese airline, EVA Air has introduced ‘flights to nowhere’. Passengers can enjoy the full airline experience, including check-in, lounge access and boarding, without ever actually leaving the tarmac. Tickets sold out immediately.
IKEA and high-end fashion houses (Retail)
As COVID-19 has put a strain on brick and mortar stores, retailers have had to act quickly to embolden their online efforts and innovate their product lines.
Known for their delicious meatballs in their massive global stores, IKEA has pivoted to an e-commerce only strategy. This meant doubling their distribution strategy and arranging contactless click and collect orders.
With face masks becoming the fashion accessory of 2020, some of the world’s biggest designers have started selling high-end face masks and shields. Many fashion houses have also repurposed their production facilities to make protective equipment for healthcare workers on the frontline.
Providoor (Food & Hospitality)
With restaurants and cafes having to pivot to a delivery-only model to survive, sadly many have had to close their doors for good.
That being said, COVID-19 is changing the way we eat takeaway. Greasy Thai food in plastic containers is becoming a thing of the past with services such as Providoor. Harping on the fine dining experience Melbournians are craving, Providoor brings some of the city’s finest establishments into home kitchens.
What you can do to pivot your business during COVID-19
While these pivots have stemmed from innovation, it’s how they’ve communicated these changes that make them a success – never underestimate the importance of a killer content strategy. At Avion, we’re passionate about creating content that connects the right message with your customers.
If you’d like to chat with us about dreaming up a content strategy for your business for COVID-normal, we’re all ears! Get in touch with us today.
Until next time,
Ali & the Avion team
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