Stay Home, Work Safe

The coronavirus pandemic, and the resulting lockdowns have created a challenging environment for brand marketers who need to figure out how to position their messaging and campaigns in these unprecedented times. A pragmatic approach is to work out how to keep messaging going, but sensitively and thoughtfully. In doing so, one can actually enhance your brand image by demonstrating empathy with what customers are going through. Audiences are glued to their devices so here are a few practical tips: Thoroughly review content - Review all current messaging and channels to make sure that what you’re saying isn’t tone-deaf to the current situation. Simply a matter of checking there’s nothing that could be deemed insensitive. Be clear about what you are and aren’t offering during the crisis- Make sure customers know whether you’re open for business and how you’re navigating any issues. If a brick-and-mortar location is closed but customers can still order online, put it on the front page of your website and start pinning dedicated social posts. If there are restrictions on what people can buy, make sure they know what they are and why they’re in place. Highlight your efforts to help- If your company or staff can and is doing something to address the crisis, then make sure this is at the forefront of your messaging. But only if you’re actually doing something nice. Avoid Profiteering- Several companies are taking an opportunity to offer their services and products to customers in a way that’s sensitive yet remains aligned with marketing goals. For example, Zoom is offering free services that will increase new signups without coming off as exploitative. Think about the people- Even with taking an empathetic approach that actually takes into account what audiences are going through, there are still plenty of ways to ensure that your marketing resonates.