Good Deeds Equal Good Business During Coronavirus Crisis

The new coronavirus has more than 90% of Americans under stay-at-home orders – some working from home and others out of work until the virus has run its course. This has left consumers both wary about spending money on non-essential items but also needing resources for managing life in quarantine. Many businesses are responding with freebies as a public service and as way to stay connected and stay top of mind for consumers when they are ready to make a purchase.

Fitness

Boutique gym Orange Theory Fitness, for example, is posting free workouts on its website and YouTube channel. Orange Theory has even created an “Orange Theory at Home” microsite to feature these workouts.

More familiar to us, Peloton, has extended the free trial for its fitness app to 90 days because of the coronavirus. Its digital content is both live and on demand. The fitness brand has also introduced Peloton Family through the app – kid-friendly workouts that families can do together.

K-12 Education

With schools across the country closed indefinitely, businesses focused on educational products have also stepped forward with free resources. For example, Scholastic children’s book publisher has created Scholastic Learn at Home daily online reading and activity plans for students in preschool through middle school. 

Zoom is offering free remote video conferencing services to all K-12 schools without its usual 40 minute limit, to assist with online learning. 

Even individual authors are finding new ways to engage with their audiences. Children’s book author/illustrator Mo Willems, in partnership with the Kennedy Center, is hosting daily “lunch doodles,” teaching children how to draw quirky characters and giving them tours of his studio.  

Personal Enrichment & Entertainment

In the realm of personal enrichment, Nikon is offering its online photography classes for free the entire month of April. 

On a much lighter note, Bud Light is hosting the Bud Light Dive Bar Tour: Home Edition, featuring live online concerts on Facebook and Instagram with artists like Brad Paisley, Dierks Bentley and Fletcher. 

So many brands are also pivoting to help make much needed health supplies, like distilleries making hand sanitizer, clothing manufacturers making masks, and others making ventilators. 

The main takeaway is that in this time of uncertainty about personal health and the economy, companies are finding they have to take a different approach that is more about meeting consumer needs and less about getting people to buy things. When consumers are ready to shop again, these brands will be banking on the good will and name recognition they’ve earned by their good deeds.