How to build trust and connection with your consumer audience

The Wisconsin-based sandwich company Cousins Subs relied on digital channels and customer service to show consumers a dedication to the community during COVID-19.

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For restaurants and other companies severely affected by the coronavirus pandemic, keeping marketing messages flexible is crucial.

Even if you can’t fulfill your traditional role in your community, there are other ways to fill consumers’ needs, to provide excellent customer service and to distinguish yourself in a crowded marketplace.

You must lean on your digital channels, focus on connecting with brand ambassadors, and think about how you can shine a light on your corporate social responsibility.

Justin McCoy, vice president of marketing at Cousins Subs, shares how his organization was able to pivot and offer an authentic response to this pandemic.

PR Daily: In your opinion, what online assets are the most valuable for brands right now, and why?

McCoy: Our online ordering platform, loyalty program and third-party delivery service provider partnerships have been essential to powering through the coronavirus pandemic. Fortunately for us, we implemented robust programs with our forward-thinking partners prior to the pandemic that could handle increased demand. Therefore, we did not have to scramble to add these services or deal with massive backlogs.

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