It may have been a long time since I wrote such a long article, but read until the end to see how MKOR is changing the COVID-19 context, as well as a video message from MKOR’s founder, Corina. I have prepared a BONUS and a marketing tool for you that you will like and find useful!
Conținut
Coronavirus or COVID-19 is the Black Swan. The phenomenon of 2020 is affecting humanity and the economy globally. In these moments, communication between us is very important, with an emphasis on empathy, observing protection and safety measures for ourselves and those around us, but also on pro bono services for those who need help getting through this period (for example, shopping for elderly neighbors).
Starting March 15, 2020, Romania entered a state of emergency, something that, above all, affects our peace of mind and mood. One of the measures taken was social distancing, which for us—humans built to socialize, share, and enjoy things together—represents a forced interruption of daily activities: the weekend coffee, the after-work drink, or a theater play we had planned with the family.
However, now more than ever, technology saves us through the apps and social networks we have at hand. If before the current situation Facebook, Instagram, WhatsApp, or Telegram were just a way to pass the time, now they are necessary tools to keep us close and to communicate.
If before we would quickly scroll past with a like on the Facebook page of a buddy or friend we hadn’t seen in a long time, now we press the Call button to hear them or casually start a video call, without caring how we look—we desire only one thing: to connect with people, to socialize, and to be close to one another, even if it all happens online.
During this period, uncertainty and fear of the unknown find a place in each of us. We wait for a solution, we wait for a saving hand, but we quickly realize that salvation lies within each of us.
It is important to realize in time that waiting is not productive and to take action. And we communicate this mobilization to take action online, each in our own style, to share with those around us that we are close to them, that they are not alone, and that the collective mechanism has started moving to do good.
During this period, brands also choose to communicate directly, via email, to their own customers or publicly, through the press and social media. In any case, these days brands are communicating rather cautiously, with great care.
Below, we present a “living collection” (because we will update it periodically) of the most interesting, innovative, moving, and empathetic communication actions on the local market. The ones that caught our attention.
Through this, it is our way of contributing a drop of optimism in a sea of grim news and showing the good that companies and people are doing, and that, although they too are suffering economically during this period, they still find resources for mutual aid.
Action and Reaction in Retail, in the Context of COVID-19
Retail is going through delicate moments during this period, but it remains by people’s side by introducing additional safety measures.
Thus, you will be able to observe in small shops, as well as in supermarkets, demarcation lines positioned at a distance of one meter from each other so that people standing in line stay safe.
In addition, at the entrance to stores, retailers provide customers with disposable gloves and disinfectant. Plexiglass panels have been installed for cash registers, and retailers frequently communicate about choosing card payments over cash payments.
Retail brands have changed their communication strategy. If previously messages focused on promotional campaigns, now they convey the safety measures taken for customers and store staff and encourage responsible behavior.
eMAG
Through the Donate for the Front Line campaign, eMAG joined the common effort to overcome the obstacles generated by the COVID-19 pandemic. So far, the money raised from donations has been directed to the Give Life Association, Family Doctors, 54 hospitals and 23 DSP units, as well as other units that needed protective masks, disinfectants, or other necessary products.
Going forward, the donations will be used to purchase protective materials (masks, gloves, coveralls) necessary for doctors, nurses, but also for the authorities on the front line.
The project is organized by eMAG, Banca Transilvania, Mobexpert, and Bitdefender, in partnership with Metropolitan Life, Mastercard, and PayU.
Leroy Merlin, Auchan and IKEA
Leroy Merlin provided a commercial space of 7,500 square meters to be set up as a hospitalization center for non-critical persons, in the context of COVID-19.
The two retailers obtained support from the business environment for setting up the Bucureștii Noi Medical Support Unit, which was handed over to the Department for Emergency Situations (DSU) and the “Prof. Dr. Matei Balș” National Institute of Infectious Diseases on April 24th.
Over 50 companies responded to the initiative of the two retailers, so that the Bucureștii Noi Medical Support Unit was completed in 19 days. Among the 50 companies is also IKEA, which supports the project with textile items and furniture worth 85,000 euros.
NEPI Rockcastle
The investor and developer of commercial properties in Central and Eastern Europe is getting involved in the Bucureștii Noi Medical Support Unit, a project initiated by Leroy Merlin and Auchan.
NEPI Rockcastle will contribute financially to the rental of accommodation containers for doctors, sanitary containers and showers for patients, as well as safe dining areas, both for doctors and patients.
Moreover, at the end of March, NEPI Rockcastle also launched the “Get Involved from Home” platform: all money donated through the platform will be distributed to the Romanian Red Cross and to hospitals treating patients infected with COVID-19.
Kaufland, Lidl and Auchan
Kaufland
Kaufland is involved in supporting the educational system, alongside the Center for Communication Resources, Techsoup Association, Teach for Romania, Seeding Knowledge Foundation and the Ministry of National Education.
The four NGOs developed, in just five days, a platform dedicated to technical and educational support for teachers in Romania, helping over 180,000 teachers interact with their students.
The retailer has also stopped printing its own magazine for at least two weeks, with the aim of maintaining safety both among those responsible for distribution and among consumers.
Lidl
Lidl communicates actively on Instagram, where it launched a Highlight for stories dedicated to measures taken in the current situation, which bears the name #Impreuna. The visuals were posted on Instagram and as a feed post, and on Facebook they were distributed alongside the following message:
Responsibility starts with each of us, especially during this period. And, more than ever, we must show solidarity, even when shopping. Therefore, please keep our recommendations in mind.
It is small efforts that can make a big difference for us all. Thank you! #ImpreunaInSiguranta #LidlRomania
Here are the visuals through which Lidl communicates with its audience:
Also, Lidl started a contest challenging Europa FM radio listeners to share their experiences from home with the aim of turning them into sources of inspiration for other listeners.
Thus, people participating in the contest are challenged to talk about what they discovered while staying at home – perhaps things so simple that we haven’t noticed until now, being preoccupied with activities we always considered more important than the small joys of home.
The kindness and inspirational message transmitted by those participating in the contest are rewarded with a 300 RON Lidl voucher.
In addition, Kaufland and Lidl join forces, purchasing 100,000 collection kits and transport media for COVID-19 testing.
Auchan
Auchan, announced on March 13 that the store operating schedule will remain the same, via a post on their Facebook page. Here is the message from the General Manager of Auchan Retail Romania, Ionuț Ardeleanu:
In addition, on its Facebook page, the retailer also shared images teaching us how to be responsible and show solidarity during this period, when we have to go shopping.
Auchan’s communication reflected societal changes in real time, and when Military Ordinance no. 2 was published, the retailer announced the changes on its Facebook page, in an explanatory video.
Patria Bank
Patria Bank joins the joint effort carried out at the national level to do good during this period, donating 100,000 RON to the Give Life Association for the purchase of equipment necessary for the medical system.
Patria Bank also proposed a series of measures that the bank’s customers (individuals and SMEs) can access when needed:
- Entrepreneurs of SMEs and micro-enterprises benefiting from “revolving” financing lines due in the next three months and not in the process of remediation or restructuring of existing loans, will benefit from the renewal of financing;
- Entrepreneurs of SMEs and micro-enterprises directly affected by the reduction of activities benefit from payment deferral and rescheduling of installments, depending on each situation;
- Individual customers who have been significantly affected by the temporary or permanent reduction of income, due to job loss or serious health problems, can benefit from solutions for rescheduling payments for periods of up to 3 months.
ING Bank
ING Bank sent a series of notifications regarding the measures established to protect customers: both for individuals and for SMEs.
In B2B communication, ING announced a three-month deferral of taxes and commissions for POS terminals.
Regarding communication to individual customers, ING Bank informed them that the bank’s team is ready for work during this period as well, but respecting safety and protection norms.
ING reminds all customers about remote payment practices that they can fully make use of during this period, but also about possible abuses to watch out for.
Banca Transilvania
Banca Transilvania responded to the acute needs of the medical system at this moment, donating 300,000 euros for equipping state hospitals in Romania with ventilators and protective equipment, together with the Give Life Association.
The market leader in the banking sector does not stop here, partnering with Beard Brothers, an NGO from Cluj, to buy materials and equipment for Cluj hospitals.
Banca Transilvania continues to inform clients, on its Facebook page, regarding the measures adopted during this period:
Mastercard
Neither does Mastercard stand aside in this sustained effort of brands to contribute to diminishing the effects generated by COVID-19 and donates 100,000 euros to the Give Life Association, getting involved locally.
Globally, Mastercard established a partnership with the Bill & Melinda Gates Foundation and Wellcome through which it supports the COVID-19 Therapeutics Accelerator program with the sum of 125 million dollars.
The role of the program is to identify and develop a treatment for the COVID-19 virus.
Revolut
Revolut announced on March 18 that it empathizes with the current situation, and their way of working has not suffered changes considering that it is a fintech brand that operates 100% remote, in the cloud. However, Revolut teams are busier than ever during this period and ensure they come up with relevant answers to questions asked by consumers.
Those who have a Revolut account could notice during the day of March 18 the notification sent by the brand via the app: Standard clients can make up to three monthly transactions without commission, with over 750 US stocks listed on NYSE and NASDAQ.
L’Oréal Romania
The company active in the cosmetics industry donated over 42,000 products to infectious disease hospitals in Romania, but also over 7.5 tons of hand cleansing gel for pharmacies, hospitals, and food networks.
For its suppliers, the company decided immediate payment of invoices, regardless of the due date, to support them financially. For SMEs that are part of the distribution network, the company allows them postponement of payments for current invoices until the moment they can reopen their business.
Farmec
Farmec, the Romanian beauty brand, received authorization on March 17 for a new biocides production line, thus contributing to supplementing the necessary quantities of disinfectants in Romania.
In addition, Farmec communicates constantly on its Facebook page about the measures they have already implemented in their physical points of sale, but also about the much-sought-after packages during this period: sanitizing and home cleaning products.
To facilitate identifying them as quickly as possible on their website, Farmec created a special section where you can find these products, while also promoting online orders and card payments for extra safety.
Avon
Avon joins this sustained effort and donates 1.7 tons of hygiene products intended for quarantine centers in Bucharest. Also, the company will donate a sum of money to cover the current needs of the Romanian medical system.
Fitpass
Even though gyms have been closed, Fitpass decided to help sports lovers staying at home. Together with 16 partners, the fitness network offers clients 100 live online classes weekly, in the comfort of their own home.
In this way, people passionate about sports have reopened their subscriptions, and Fitpass offers them access to movement and health even if they stay at home.
Stay Fit Gym
Stay Fit Gym announced that the fitness network is closing starting March 17, and the space they have available will be able to serve as a quarantine location for those who find themselves in this disadvantaged situation.
WorldClass
On its Facebook page, WorldClass announces that it is up to date with what is happening right now in Romania, but also globally, thus the fitness network announces the freezing of subscriptions, but also the closing of gyms once the state of emergency comes into force.
In addition, the fitness brand announces a series of online workouts for those who wish to stay in shape in the comfort of their own home.
Kané – New Romanian Cuisine
The Give Life Association, Act for Tomorrow, and the Construction Students Association of Bucharest join the project started by Kané – New Romanian Cuisine, by creating a network of centers (Marius Nasta Institute of Pneumophthisiology, Victor Babeș National Institute, and Floreasca Emergency Hospital) where they will deliver healthy and fresh food every day.
Mastercard, Kaufland, BCR, Biodeck, Secom Romania, Lateral Romania, and Autonom join the restaurant, and for every order placed, a meal goes for free to the doctors who are on the front line.
Global Records
The Romanian record label donates 25,000 euros for hospitals in Romania and for the doctors who are now on the front line. The money will go to the Give Life Association for the purchase of medical apparatus and necessary equipment.
Also, Global Records does not forget the artists, so it donates 100,000 euros to help them overcome the difficult period they are facing financially.
Vodafone Romania
The mobile telephony provider launches the “Together we are stronger” platform, which offers online access to courses and live shows.
Thus, we can watch a theater play right from the living room or listen to a live concert; we can participate in online courses with specialists in various fields such as hairstyling (Sorin Stratulat), photography (Alex Damian), or sports training.
To obtain access to the above, purchasing a ticket is necessary, so we can support Romanian artists and specialists, even in times of crisis.
Bookster
The library for companies delivers to home during the pandemic. Employees of companies that have a Bookster subscription enjoy the desired titles even if they work from home.
To comply with all safety measures regarding the supply and delivery of books, Bookster has committed to disinfecting all books in the library before they leave for the readers.
Also, before sending books to another reading lover, Bookster keeps the books in quarantine for a few extra days, compared to the standard gap of 7 days between two readers.
Keysight Technologies Romania
The employees of Keysight Technologies Romania (software and equipment provider for the electronics industry) raised money to purchase 5,000 approved face shields that will go to doctors on the front lines.
While initially money was raised for only 2,000 face shields, the Keysight global office doubled the amount. Also, the protective equipment manufacturer supplemented production with another 1,000 face shields.
Keysight encourages others to donate as well and come to the aid of those on the front lines of the fight.
BMW Romania
BMW has prepared a special program for car enthusiasts: the debut of season five of Racing League Romania live on the BMW Facebook page.
The car manufacturer has implemented a series of safety measures, one of which is “At a distance, safely” and involves picking up and dropping off the car at the service center without direct contact.
Sameday Courier
The courier company got actively involved in lending a helping hand, so the new delivery service involves a lack of interaction between couriers and customers. The service works as follows: the courier will call the customer at the time of delivery, and at their door, the courier requests the PIN that the customer received in the message announcing the delivery.
After confirming the PIN, the package is left in front of the door, the courier leaves, and the customer can pick up the package without interacting with the courier company staff. The PIN actually represents the signature proving possession of the parcel.
Company representatives say that cash payments have dropped to 50% nationally, from 80% before the Coronavirus pandemic.
In addition, regarding communication, Sameday Courier posted a message of solidarity on its YouTube channel for the period we are currently in.
Urgent Cargus
Similarly, Cargus implemented contactless delivery starting on March 30th. In this context, the exchange of documents is eliminated, as well as the physical signature for receiving the parcel.
Urgent Cargus announced its customers via email regarding the prevention and safety measures they implemented from the very first days of the state of emergency being established. The courier company reassures its B2B clients through transparency regarding the working method of its own couriers.
Fan Courier
The courier company has adopted the contactless delivery system between the delivery person and the client. Also, delivery confirmation can now be done electronically, without the need for the recipient’s signature.
Fan Courier announces that the work schedule remains the same, but couriers are prepared for delivery by taking extra protection measures. For deliveries to people under home quarantine, Fan Courier has equipped couriers with gloves and masks, and transport vehicles are permanently disinfected.
Bringo
The online shopping app Bringo has adapted by including new shopping rules to eliminate situations where customers want to buy more than they need. Thus, the shopping list is limited to 30 products from Carrefour stores.
The delivery service is carried out safely, respecting hygiene norms.
In a period when 19% of Romanians have suffered job loss due to the coronavirus epidemic, Bringo has hired 500 new delivery people, and hiring continues because shopping requests from those at home are increasing.
Glovo and Uber Eats
Glovo is expanding during the pandemic, so 5 cities in Romania will now benefit from delivery via the courier service. Residents of Baia Mare, Bacău, Deva, Focșani, and Piatra Neamț will be able to order from McDonald’s restaurant and purchase products from the Kaufland hypermarket through the Glovo app.
Moreover, the “Rapid Courier” feature offers people the possibility to send envelopes or packages weighing no more than 9 kilograms within the city. Delivery is fast, requiring only an hour of waiting.
The Glovo delivery service adapted to the current situation very quickly. They encouraged partners to keep kitchens open considering that they will deliver taking safety measures: payment will be made online, by card, and delivery will not involve contact with recipients, nor with restaurant employees.
Also, Glovo has introduced new safety measures, so bags are sealed and disinfected (sometimes they even use two bags to ensure a high level of protection), and the health status of employees is permanently checked.
Similar to Glovo, Uber Eats takes safety measures regarding order delivery, eliminating cash payment and contact with recipients. Changes are happening globally for Uber Eats, and they announce analyzing new ways to support local communities in these moments.
Facebook in the context of Coronavirus
Facebook empathizes with companies going through hard times during this period, economically speaking, the brand showing willingness to offer $100 million to support their activity. Over 30,000 small businesses, from over 30 countries where it operates, could benefit from the sum offered by Facebook.
The money is offered both in cash and in the form of advertising credit to help companies during this delicate period. You can go to their website and sign up using your email address to receive the latest information about the application procedure. This is not finalized yet, but Facebook promises to return with news in the coming weeks.
SmartBill
SmartBill, the company that developed one of the most used accounting, invoicing, and management platforms in Romania, is donating the sum of 35,000 euros for the purchase of kits and ICU equipment.
Ateliere Fără Frontiere
The Ateliere Fără Frontiere Association has been supporting access to education for children for 12 years, by collecting IT waste which they refurbish, and then donate.
Now, in the context of COVID-19, the Ateliere Fără Frontiere Association is calling for the recycling of old computers to collect and donate them to children from disadvantaged categories, who do not have access to materials that can ensure the continuity of the online learning process.
The AFF Association appeals to companies that have laptops, central units, and monitors intended for scrapping, asking them to place an order for their free and urgent collection here.
You can also contact the association’s general manager, Damien Thiery, to discuss. You can find him at the phone number 0731 730 103 or you can write him an email at [email protected].
Vecinul tău
A group of volunteers from the Cotroceni neighborhood in Bucharest initiated the Vecinultau.ro project which facilitates the online, direct, and free connection between beneficiaries from vulnerable social groups (seniors over 65, people with disabilities, single-parent families, etc.) and volunteers in their immediate vicinity, within a radius of 1 to 5 kilometers.
The platform is available throughout the country, including at the level of small communities, where civic initiatives to help vulnerable people usually do not reach.
The service facilitating the connection between the beneficiary and the volunteer is free – including walking the pet. All the beneficiary has to pay is the amount listed on the receipt that the volunteer brings along with the purchased goods.
Brands that have made a common front against COVID-19, so far
Rompetrol KMG International
Rompetrol KMG International (a major player in the oil and gas industry) is donating fuel for emergency medical transport. In addition, it finances research and the purchase of equipment necessary for the Romanian healthcare system.
OMV Petrom
Another major player in the oil and gas industry supports the intervention of the Romanian Red Cross. Thus, OMV Petrom donates 1 million euros for COVID-19 rapid testing and diagnostic equipment.
Catena
Catena donates 100,000 euros for the emergency fund launched by Save the Children Romania, a fund that supports the Romanian medical system.
And the list goes on, because we will provide periodic updates about the great deeds that brands are doing during this period, continuously updating this collection of hope that it is possible.
Communication in the Market Research Industry
Abroad, ESOMAR (European Society for Opinion and Marketing Research) draws attention to precautionary measures and announces the rescheduling of important events for specialists in the research industry.
In Romania, the Romanian Society of Marketing and Public Opinion Research (SORMA) showed its care for the organization’s members through an email formulated around complying with the safety norms recommended by the authorities.
Through President Alina Șerbănică, SORMA conveyed to members that the current context is an opportunity to develop data collection through technology.
Since MKOR’s activity can be carried out 100% remotely, including for data collection (we have our own online panel of respondents) nothing stops us from completing (almost*) any project, even during this period.
For this, we must thank Alex, our Digital Genie, who ensures that we have the technology and automations necessary for flawless work processes. 🙏
* Projects involving field travel, such as mystery shopping, are currently suspended, by mutual agreement with our clients.
What has MKOR prepared in the context of COVID-19?
The MKOR team has complied with regulations, so we are all working from home as of Wednesday, March 11th. We decided to move our activity home, safely, to lend a helping hand to those who are risking their lives for us these days. #stayhome #staysafe
Our weekly meetings take place online: we use Google Hangouts to be closer to each other during this period. Also, communication with our clients is carried out remotely, online, through applications that facilitate remote conferences.
Thus, all our activity has moved online, connecting us to the newest tools and applications that facilitate communication.
However, the fact that we stopped going to our office in Cotroceni (very cool by the way, we warmly invite you to visit us after everything passes) is not what we have prepared for our clients, in the context of COVID-19.
To our clients, we offer, in any study we conduct from now until the end of the year, a bonus that we consider necessary: an analysis of the impact of COVID-19 on consumer behaviors (and on future business development, if applicable).
We also encourage other research companies to do the same, because it is important for clients to know what is really happening in the market. It is important to do this, as consultants for our clients. They rely on us, and we can offer them more than numbers: we can also offer advice, understand their particular context. For us, at MKOR, this is one of the values that guides our day-to-day activity. And during this period, we feel business empathy along with our clients. We are all going through the same trial and it is important to stand by each other, to get through these troubled times of uncertainty safely.
In addition, we want to bring to all online stores a solution through which to continue the consumer analysis process, exclusively online, while increasing their conversions.
For ecommerce players, we have developed Microsurveys, a tool meant to help those who own or manage an online business and who want to optimize both their business strategy and their marketing strategy.
Especially now, in the current context, active brands in the market need to find out the consumers’ opinion, and we provide them with a unique mix of real-time data, behavioral analyses, and their transformation into 100% personalized marketing tools.
We are ready to show you real, tangible numbers, and offer you solutions! Write to us and we can show you how we worked for an ecommerce business, what solutions we formulated, and what results we generated! You will surely want it too!
Empathy in communication
https://www.youtube.com/watch?v=KzMHGBYYThw
The COVID-19 phenomenon is gaining momentum in Romania, but also all over the world, at an alarming speed. Local market brands have eliminated the principle of competition and built a common defense shield against the virus that affects both consumers and peers in the industry.
The medical system receives sustained help from Romanian brands, which have changed the usual rhetoric, focused on sales, into an empathetic one, oriented towards help and mutual care.
How did you help? Do you know other examples that deserve to remain in a collection of good deeds about “Love in the Time of COVID”? Write to us and we can add your story to our article.
We, at MKOR, stand by our clients with 100% capacity to deliver any online quantitative or qualitative methodology, with specific analyses for the impact of COVID-19 on consumer behaviors, as well as with the solution offered by Microsurveys for ecommerce. If you are interested in any of these topics, write to us and let’s have a chat (on video) about how we can help you grow, in these troubled times.
In the meantime, #stayhome, safely!
