Effective Recession Marketing Strategies for Brand Resilience: Implementing Tips for Your Team
In 2020, Forbes interviewed Andrea Lisbona, the founder of the hand sanitizer brand Touchland, during the peak of the pandemic. Facing unprecedented demand, Touchland swiftly adapted its marketing strategy to meet the needs of the times, showcasing a real-time lesson in navigating turbulent periods effectively.
The strategic shift paid off, as evidenced by Touchland’s recent acquisition by Church & Dwight for $700 million, solidifying its position as a prominent leader in its category. This success story is just one of many examples of companies that leveraged challenging times as opportunities for innovation, growth, and fostering customer loyalty.
Touchland differentiated itself by offering hand sanitizers and fragrances in unique packaging, transforming routine moments into delightful experiences. During the pandemic, the brand emphasized empathy, transparency, and two-way communication through various channels to ensure customers felt supported and valued.
Andrea Lisbona highlighted the importance of leading with transparency, empathy, and innovation, emphasizing that Touchland aimed to redefine personal care by creating uplifting and sensorial experiences for its customers. By forgoing traditional advertising in favor of engaging content creators and impactful storytelling, Touchland successfully positioned itself as more than just a product but as a lifestyle brand focused on enhancing self-care rituals.
One key aspect that set Touchland apart during the crisis was its emphasis on building personal connections with customers through social media and content marketing, which resonated authentically and effectively during a time of global uncertainty. Lisbona emphasized the importance of agility over perfection, highlighting the need for quick decision-making and adaptability in uncertain times.
For other businesses looking to emulate Touchland’s success, fostering two-way dialogue with customers is crucial. Utilizing tools like HubSpot’s conversational chatbot builder can facilitate community-oriented brand building, creating meaningful connections and driving loyalty.
Touchland’s story is just one example of how companies that prioritize customer needs, embrace innovation, and maintain a strong brand identity can thrive even in challenging times. By staying true to their mission, adapting swiftly, and focusing on customer relationships, businesses can navigate turbulent periods and emerge stronger and more resilient than before.