| Benefitging from the COVID-19-driven circumstances |
we are aware of the fact that digitalization increases marginally
| Participant A | Participation banking |
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As a corollary of a significant increase in individualization in the last 15-20 years, consumers had expectations such as “show me the things in which I might have interest, which are special for me, which I need.” The pandemic has accelerated this
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In addition to the products, services and transactions of banks, customer acquisition has now been moved to digital channels with the regulation implemented on May 1, 2021. In the next period, we will talk about the innovations that will enable us to provide services and consultancy only through our mobile application to our customers who have never seen a bank branch
| Participant I | Banking |
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For example, when implementing a kitchenware campaign, we apply filters to ensure that the campaign is exclusively visible to our female customers within particular age range
| Participant B | Home decoration and furniture |
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[…] typically, a furniture sale necessitates greater energy and a greater number of announcements. However, as individuals began to stay at home, they began to contemplate “whether I should replace that sofa… Consequently, we redirected our marketing campaigns towards promoting the message of “Stay at Home! Life is better at home; Comfort at home is better
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[…] we made an effort to effectively utilize the time spent at home. People were at home and we thought, “What should we do ? We need to make them drink coffee!” and we proceeded. It can be asserted that the coffee business has experienced a favorable impact as a result of the pandemic
| Participant C | FMCG |
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the pandemic – it might be wrong to say that but – presented a favorable situation for the food industry. This is because the increased time spent at home during the pandemic led to growth in the FMCG industry
| Participant F | Discount market |
| Societal benefit |
individuals … are inclined to pay a higher price for environmentally friendly products due to their organic nature… we will actually promote this value in this period. we will evolve our communication language towards this point (implying the promotion of organic products and production) | Participant J | Ready wear and textile |
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sustainability-related works have emerged recently and increased with the pandemic . to be more sensitive to the environment. I am not solely referring to a product that poses no harm to the environment, but rather to the elimination of potentially detrimental procedures … during production processes… Our organization has made significant efforts in the areas of sustainability … and we consistently strive to effectively communicate these initiatives
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individuals had exhibited heightened sensitivity towards the natural environment during the pandemic. From now on, sustainability topics like as water saving, green areas, and electricity saving are not something “nice-to-have” for brands, but rather a “must”. it may be argued that sustainability, when employed as both a sales tool and a marketing strategy, is an irreversible phenomenon
| Participant G | Laundry and home care |
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consumers’ awareness of social responsibility campaigns and purpose-oriented business has grown
| Participant H | FMCG |
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we had a theater for children … we converted this work into the digital format. We were taking children to theater performances before the pandemic but we subsequently transitioned to online broadcasting. We have adapted our current social responsibility initiatives to align with the prevailing trends of this era
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we have segregated our corporate social responsibility initiatives. prior to the pandemic, we supported the foundation (the participant talked about a foundation that aids children affected by cancer) by constructing new facilities. During the pandemic, our focus shifted towards fundamental needs like hygiene requirements. In other words, our communication around CSR exhibited variations following the epidemic
| Participant A | Participation banking |
| Circumspect and peaceful communication |
during short-term crises, we tend to exhibit heightened awareness and consciousness in our transactions. For instance, the cessation of campaigns is promptly implemented in response to disasters such as extensive forest fires or instances of martyrdom resulting from acts of terrorism
| Participant C | FMCG |
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[…] we see that brand discourses and tones have changed since consumers expected brands to be more sincere
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this sensitivity also comes to the fore here. There is a disease, people are trying to protect themselves from something, and on the other hand, some people are trying to sell something and acquire customers. The balance we try to maintain here is to avoid creating antipathy
| Participant A | Participation banking |
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from the start of the term, we consistently progressed with the appropriate messages. In the stores, we implemented the requisite precautions. We actively watched our competitors. We made a conscious effort to avoid engaging in any actions that could potentially provoke raise consumers’ eyebrows. We were always cautious […]
| Participant B | Home decoration and furniture |
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we communicated more calmly without disturbing people
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[…] we also created messaging that is discreet, calmer, and cooler
| Participant D | Online platform |
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the communication model has evolved from being more entertaining and pleasurable to becoming more discreet, more capable, and more dignified
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I observe that brands that persist in their communication in times of crisis by employing appropriate tone and that continue to express more strongly and sincerely what their commitment is come out of this period even stronger
| Participant H | FMCG |
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we preferred communication that would reduce the fears and concerns of our customers
| Participant J | Ready wear and textile |
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An anxious consumer wants the feeling of control back … we advised all brands to modify your communication strategies in order to enhance the perception of control… Consequently, all brands (the ones that the company provides consultancy services), began to communicate a sense of control and endeavored to alleviate anxiety
| Participant E | Brand consultancy |
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the prompt communication decisions made during the initial stages of the pandemic led to the implementation of a procedure primarily centered around three domains: moral, hopeful, and emotional communication
| Participant I | Banking |
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it is now necessary to produce things that can touch people emotionally
| Participant G | Laundry and home care |
| COVID-19 related precautions |
we tried to make prominent hygiene and health-related themes in response to the widespread spread of the pandemic
| Participant D | Online platform |
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we prioritized health, hygiene, and quality, emphasizing, “we have taken measures to protect your health.” as the pandemic spread, we communicated expressions such as “we possess the high-quality product,” “we offer the healthy product,” “we conduct 100 s of tests to ensure this quality.” We reflected this communication in our stores and in TV ads… Consequently customers realized that there was a serious effort to ensure quality and produce safe products
| Participant C | FMCG |
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As the hygiene concern gained prominence, we engaged in extensive promotion centered around hygiene and prominently featured our hygiene items …. Given our assortment of items that align with hygiene, we adopted a strategy that specifically targeted the marketing of those products
| Participant K | FMCG and consumer goods |
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since people attach more importance to hygiene and cleanliness than ever before, we highlighted the performance of these products. There has been a rise in communications that emphasize hygiene and cleanliness[…]”
| Participant G | Laundry and home care |
| Consumer orientation |
During the pandemic period,. personalized content. increased. the axis the world is heading towards is this: “benefit-oriented”; consumers say, “I don’t have time; tell me clearly what is useful for me … There was brand loyalty. but now there is benefit loyalty. Specifically, young individuals tend to gravitate towards where benefits are existing, independent from the brand itself.”
| Participant A | Participation banking |
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there is a growing appreciation for activities that prioritize the comfort of customers. It is anticipated that these activities will not revert to their pre-pandemic state. In the previous period, customer-focus was one of the most fundamental approaches. However, we added to this the concept of “customer experience” in the aftermath of the pandemic… “customer-focus” (or) “customer satisfaction” is nice, but “customer experience” is just a little different. due to factors such as constantly improving customer experience procedures. creating customer loyalty...
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We have simplified our communications pertaining to our products and services to cater to consumer benefits and needs, and we have provided messages on how consumers can satisfy their fundamental banking necessities without the need to physically visit a bank
| Participant I | Banking |
| Suspension of marketing campaigns |
we consistently emphasize “health” and have temporarily stopped our marketing campaigns
| Participant B | Home decoration and furniture |
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as you know, during the initial stages of the COVID-19 pandemic, strict restrictions were implemented. Naturally, as a multinational corporation, these requirements were 2-3 times stricter for us… we were unable to engage in commercial broadcasting, production, and creative marketing activities for an extended period
| Participant K | FMCG and consumer goods |
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What actions do you take during those periods (referred to crisis periods) – as numerous brands did – ? You take a break from your communications. They avoid making assertive statements. If there are any, the launch and new campaigns are postponed, because the consumer is not ready to receive new information at that particular moment…regardless of the amount of budget you spent
| Participant C | FMCG |
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we prioritized specific actions through which we made consumers feel that we support them… During that period, numerous brands released new communication content that implied “how can we navigate this period more effortlessly together?”
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instead of focusing on product-based advertising … we aimed to address issues that would foster greater trust
| Participant F | Discount market |
| Diversification of communication channels |
the pandemic has revealed new channels... digital has become much more important. You know about “influencer marketing.”
| Participant C | FMCG |
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you know “influencer marketing”! They are the prominent figures whom the brands are positioning as brand ambassadors. The significance lies in the fact that customers perceive influencers as sincere
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there exists an influencer impact. We want influencers to experience our product…we are shooting, for instance, Food Style short videos…Due to the fact that we conducted these shoots with authentic products, without any promotional elements, and with a genuine experience, we received favorable responses
| Participant B | Home decoration and furniture |
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brand’s approach has transitioned from focusing on streaming, production, and shooting to prioritizing influencer communication and digital content communication. These phenomena persisted until the resumption of the production era, which I posit is the underlying cause for the current surge in influencer marketing
| Participant K | FMCG and consumer goods |
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one of the channels we want to increase our focus on is digital ones... both social media platforms and digital activities …. While maintain our presence in conventional channels... we are striving to strengthen our digital capabilities
| Participant G | Laundry and home care |
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You see us often on TV... and we also endorse all our brands digitally. The digital platforms that we use … include Google, YouTube, Facebook, Instagram, and TikTok. We support our 23–24 brands of each year with TV ads
| Participant H | FMCG |
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[…] (we) focused more on digital, TV, and radio
| Participant A | Participation banking |
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television remains the most important medium in Türkiye and globally, particularly in the realm of “mass media.” Considering the cost per person, it remains the cheapest channel. In Türkiye, television is also associated with the concept of “trust.”
| Participant D | Online platform |
