Everybody’s trying to grasp the changes that swept the world because of the COVID-19 pandemic, and that includes the students who make up around 50% of Gen Z Twitter users in the Philippines (1). As they are really finally heading back to school, brands should take this into consideration and send them off with the right message and the best marketing approach that works in the new normal.
With distance learning and all the other fears that the pandemic triggers, marketing moves that worked before might not work today, so brands have to be strategic in crafting messages that resonate with the students and their weary parents.
Being able to shop for essentials from your home has become so important now more than ever. Students are gearing up for an all new way of learning, but just as how they won’t be stepping out of the house to go to school, they shouldn’t have to go to the store to get their supplies. Craft messages that tell your customers they don’t need to come to you一you’ll come to them.
It's time to go Back to Learning with National Book Store! Find everything you need for homeschooling and distance learning!— National Book Store (@nbsalert) July 16, 2020
🔗https://t.co/3IhGoC6NbC#BackToLearningWithNBS #NBSeveryday pic.twitter.com/Xnh27VGHEB
Inform and Educate
Forced to abandon the old ways of doing things, we are all left confused as we struggle to adapt to the new normal. People are lost, especially Gen Zs who are still figuring out how distance learning would work. Offer your help by providing information and clarity: Help them choose the right computers or devices to buy, give tips on setting up a dedicated space for schooling, share fun and uplifting content for both students and their parents. Give them a pep talk and help them get ready as they navigate this new schooling set-up.
Rich in features, the budget-friendly, all-around DCP-T310 is what you need to meet your homeschool requirements. 📓 Learn more about this machine here: https://t.co/5Y6dJXDIAL#Brother #BrotherPH #BrotherAtYourSide #AtYourSide #NewNormal pic.twitter.com/ihQHArTLmA— Brother Philippines (@BROTHERPhils) July 13, 2020
Create the best home school set-up for your kids! Click https://t.co/1dA1yaE5O1 to get your little ones' distance learning essentials—from desks to lamps, organizers, and more. Enjoy up to 70% OFF when you check out until August 1! #LiveLifeWeekends pic.twitter.com/G5UTVuymxt— Lazada Philippines (@LazadaPH) July 31, 2020
It’s also important for brands to understand the shift in consumer behavior following the new school setup, and adjust their strategies and messaging to get customers excited about things that otherwise may not be currently at the top of their minds. For example, non-essential school supplies like bags, water tumblers, or pencil cases are things that students can do away with this year, so put out content that suggests fun and creative ways to use these items at home; like staying organized even when studying from home, keeping hydrated, etc.
Also, brands that have been previously marketed as snacks for purchase in school now have to find creative ways to stay relevant in the students’ academic life. Suggestions on how to carve out a special time to take a break from school work and enjoy a snack is highly recommended and will be much appreciated by students.
Fun fact: Drinking water constantly can help boost your focus while studying! So keep the 500mL Eco Bottle w/in reach to stay hydrated on school days. Pick any 2 of these fun colorways for only ₱429 (save ₱249). Click: https://t.co/LaAP9CUD37 #TupperwareBrandsPH #AlwaysWithYou pic.twitter.com/Qe6AthfjyX— TupperBrandsph (@TupperBrandsph) July 22, 2020
Show Them That You Care
According to GWI, 86% of Gen Z users in the Philippines belong to households where finances were dramatically affected by COVID, which makes price the most important consideration when they’re making purchases (for 82% of them to be exact, according to Deloitte’s back-to-school survey). Also, 95% of moms on Twitter Philippines approve of brands that run promotions, special offers and loyalty perks for customers amidst the COV19 pandemic2.
This is the best time to show your customers that you’re there for them, and that your brand truly makes an effort to ease their burden during this difficult time. So make your special discounts and back-to-school bundles take center stage with your social media posts and be the first brand that comes to mind when your customers are ready to add to cart and check out.
Grab @AceHardware’s New Normal Specials for online school, home office & gardening at 20-50% OFF!— SM Mall of Asia (@TheMallofAsia) August 1, 2020
Get EXTRA 10% OFF for purchases above PHP 2,000 today at SM Mall of Asia from August 1 to 24, 2020 only. #ACEHardwarePH pic.twitter.com/enuHhsByku
Tumigil man ang takbo ng mga paaralan dahil sa pandemya, tuloy pa rin dapat ang pag-aral at pagtuto ng mga bata! At posible 'yan dahil sa AHA Eskwelang Pamilya ng AHA Learning Center— isang libreng after-school program para sa ating public school children. pic.twitter.com/TTrTLMrDDB— Linya-Linya (@linyalinya) June 19, 2020
Due to government’s quarantine restriction, The Philippine DepEd w/ @Microsoft, has launched the nation’s first virtual graduation-in-a-box program, #Hello2020Graduates. 🎓— MicrosoftPhilippines (@MicrosoftPH) June 22, 2020
Find out how #M365 gives schools access to intelligent cloud services & #security. https://t.co/89EBlzwjpe pic.twitter.com/zFimufmMUY
Gen Z makes up a big part of your audience, so craft marketing messages that they can resonate with. It’s how they know that you truly get them.
1Global Web Index, Gen Z Twitter users in PH,Wave Q2-2019-Q1-202
2Global Web Index, Twitter Users in PH, Wave Q2-2019-Q1-202
2020 Deloitte back-to-school survey, Learning to grow amidst uncertainty, July 2020