In our last On Advertising, we had a good laugh at Burger King’s Moldy Whopper ad. Today we’re taking a look at brand messaging during the COVID-19 pandemic. How things have changed in the past two weeks…
The majority of our clients are essential businesses, meaning they’ll remain open for as long as possible. While many hunker down at home with the kids, many can’t. Information still has to be vetted and distributed. Alerts and updates have to go out. Communication to clients and customers has to continue. In other words, the show must go on.
COVID-19 Brand Messaging
We all recognize a “business as usual” approach can make a company look oblivious. That’s why it’s important to analyze campaigns and adjust them to fit the climate. The coronavirus pandemic is real, and as such, your company needs real messaging that’s informative and authentic. Your customers want to know what you’re doing and what you’re going to do. They want reassurance. They want to hear everything is going to be okay. If it’s not, they want to hear that, too.
The first thing you need to do is review active and scheduled campaigns. While you can’t retrieve a mailer that’s already been sent, you can adjust other traditional and digital campaigns. Look for messaging that promotes traveling, large events, vacation giveaways, anything that makes your company appear in-the-dark. Change, salvage, cancel, or put them on the back-burner. Do whatever you can to ensure a campaign with tone deaf messaging does not launch. Don’t be the company that tries to give away free flights to Italy, family cruises, or promotes conferences right now. Be the company that offers clear insight and assistance through this difficult time.
Digital Is The Front Line
With no one wanting to go out (and perhaps you don’t want people to come in), it’s a great time for you to promote your digital products. Your digital portfolio will allow customers to continue doing business from their computers and smartphones. Email and social media campaigns can highlight digital products and services and be an effective strategy to keep business moving. It’s not business as usual, but it’s business.
Social media has always been a great way to reach your customers and potential customers. With many staying home, it’s safe to assume social media use will increase. Where television and radio offer one-way communication, social media offers two-way and the opportunity for you to respond to questions and concerns about your products and services. Your audience is already online. It’s time to utilize your social media and digital capabilities.
The increase in online activity is due in part to people looking for information on the pandemic, shopping for necessities to live their lives at home, checking in on friends and family, and escaping boredom. Providing information is great, but you don’t want to overdue it at this time. Don’t drown out your audience, especially if the messages all remind people to wash their hands and stay home. Keep your messaging concise, ensure it is relevant, and most importantly, be authentic.
Revisit Your Goals
For many, 2020 was going to be the year to launch new products and services, update websites, and introduce artificial intelligence. Between the election and the coronavirus, people are exposed to a lot right now. There is a possibility a big campaign could have a less-than-expected performance. But, that doesn’t mean you have to hold back. It just means you may have to reanalyze your creative and marketing efforts. Keep the current climate in mind. You’ll want to shift the focal point, provide a promise, create and fuel the discussion, and most importantly, keep your head out of the sand.
In uncertain times communication is key. We’re here to help. Please visit our contact page or give us a call at 800.749.9677.