Small Brands, Big Impact: Pivoting Business Models During COVID-19
In the past few weeks we have seen companies rise to the challenge of combating COVID-19. From hockey equipment brand Bauer creating masks for medical works, to Tito’s Handmade Vodka (and many other alcohol brands) converting factories to hand sanitizer production sites, companies are doing what they can to help the public.
Businesses have been inspired to change their practices in order to establish their place in an essentials-driven climate, maintain a stream of revenue, keep their workers employed and provide support in a time of crisis. However, it isn’t just the larger corporations that are assisting the cause. Smaller companies have also shifted their efforts in order to help their communities and make a big impact:
Boll & Branch
Known for their luxury bedding, Boll & Branch has continued production with a twist by manufacturing mattresses and pillows for emergency medical operations.
In addition to keeping their workers employed and aiding medical operations during the COVID-19 crisis, they are also encouraging customers to participate with the Helping from Home discount. Customers will receive 10% off their purchase, and Boll & Branch will apply 10% of the purchase to this cause through May 15th.
Boll & Branch is a member for Brands X Better, ‘a coalition of brands setting a new, thoughtful standard for how we treat customers, teams and suppliers.’
Joah Love
Normally found in Saks Fifth Avenue and upscale baby boutiques, Joah Love was one of the first companies to pivot their business model during the onset of COVID-19 in the US.
The LA-based business has repurposed their workforce and materials to create masks for the public and encourage people to participate in the #MaskUpChallenge. For each mask purchased, Joah Love will donate one to a California medical center. Customers can purchase five to receive 20% off their order as well.
The masks are constructed from cotton, so they are not medical grade; however, they do fit over N95 masks, adding another layer of protection for our essential workers. The CDC recommends two layers of tightly woven 100 percent cotton fabric for homemade masks, as reported in The Washington Post.
Served Natural
Delivering healthy, nutritious meals to parts of New York City and New Jersey has been the mission for Served Natural since it launched in late 2019.
Served Natural has remained in operation, delivering on Mondays & Thursdays, and while their business model hasn’t changed much, they are offering their customers the opportunity to donate meals to those in need. For every meal donated ($12 each), the SN team will match and deliver two meals to a local hospital, food bank or team of first responders. Side Bar: The appreciation that follows the delivery of these meals is epic.
Feeling inspired? These are just a few small businesses who have switched up their business models. If you want to join the companies - big and small - who are helping their employees, customers and the general public, here are a few things to consider trying:
Create A Trifecta Of Benefits
Cultivate a program that is beneficial for your business/employees, the customer and helps aid in COVID-19 efforts. The initiative doesn’t have to uproot your entire business model and can be as simple as working out a way to provide a discount to consumers and a portion of purchases to an established relief fund. If you need help strategizing and marketing your effort, look for support from experts, like Socialyte’s Brand Partnerships team.
Work With Influencers For Increased Impact
Marketing budgets are shifting towards influencers by the day, and for good reason. Content creators provide many benefits, as they have the trust of their audiences and the power to help create awareness, conversation and action. Take a look at influencers in the space who are focusing on charity efforts in your area to help spread the word about your brand’s efforts. You can use this list to help you get started.
Apply For Socialyte’s Influencer Network Listing
We know that many small businesses are struggling and not always able to dedicate large resources to influencer marketing, so Socialyte has launched an Influencer Network Listing for small businesses, freelancers, and non-profit organizations that we will share with our network of creators. While we can’t guarantee anything, the goal of the listing is to allow for influencers to directly reach out for potential collaboration. If you, your business, or charity are applicable, we invite you to fill out the corresponding application form here.