The coronavirus pandemic forced the whole world into lockdown, greatly affecting how companies operate. Smaller businesses were unprepared and in desperate need of guidance. In this scenario it is the responsibility of B2B service providers to step up to the challenge and lead. To demonstrate how public relations helps companies.
Intuit is a financial software specialist. Their accounting software bundle, QuickBooks is geared towards small to medium size businesses. We can clearly see that their clients were the same companies that had the most difficulty dealing with the effects of the pandemic.
Help to gain trust
Pragmatically speaking Intuit had no obligation towards their customers, besides providing software and customer service. However, they realised that “inaction may be safe, but it builds nothing”. In the face of a global pandemic, they desperately needed their partners’ trust. So they focused on their customers and created the ‘Ask the Expert’ series of live lectures, giving them free advice.
They identified five core subjects that the audience deemed important, by listening to their audience, studying search trends, analysing social media and summarising leading causes for customer service calls. The topics were the following: governmental policies, finances, human resources, personal well-being and parenting. These issues were universal during the pandemic, and for many, they still are. It is easy to see how a company can win the public’s goodwill by providing useful and personalised information on these subjects.
Quick response
The aforementioned research and social listening was followed up with quick action. Because the virus spread rapidly, and their clients needed advice immediately. It took 4 days to develop and launch the program, but the team continuously improved on it as it went on. Costs were kept low, by doing most things in-house. Furthermore, Intuit invited their audience to vote for the next event’s questions.
The lectures were available on Youtube and Facebook, where they reached more than six million users and collected more than one million views. Reception was great, viewers and speakers expressed gratitude in the comments.
Ask the Expert created a bond based on trust, which is one of the greatest assets in a successful B2B relationship. This is how public relations helps companies and people.
Source: B2B Marketing Awards