29 April 2020
Author: Steve Bleh
If you’re from the do-more-with-less school of marketing, what a time to be alive for you. But for brands who need to stay engaged with their audiences despite social distancing and restrictions on the size of gatherings, the last few weeks have been a time to get creative. Absent the ability to pull together photo or video shoots, many marketers have been forced to rely on existing assets or (horrors!) stock images and video. But some organizations have turned to their people and members of their own audiences for new content that’s both fresh and relevant. And when the content and execution matches brand identity, the shared experiences can be not just impressive, but inspiring. An example of that is the Parks @ Home campaign from our friends (and clients) at Great Parks of Hamilton County. The parks remain open, but with picnic areas, playground equipment and especially restrooms off-limits, it can be challenging for families with young children to enjoy a visit, even on a beautiful spring day. With the help of the Great Parks pros, they’ve created online experiences, educational content, learning activities and enriching games to engage kids and their parents. http://stgregory.com/wp-content/uploads/2020/04/20_0442_GREATPARKS_FAMILIES_15_HD.mp4 Most notably, it presents an opportunity for members of their audience to connect with each other through the program, with shared activities and exercises that foster conversation and build lasting engagement. Great Parks has some distinct advantages and they’ve created a way to leverage those assets to keep their audiences engaged during social distancing. Brands who do likewise will see it pay off once we get back to something closer to normal. What’s your brand’s advantage?
20 April 2020
Operating during Coronavirus is as new for your customers as it is for all of us. Every opportunity counts, while your consumers are changing their behavior simultaneously online and in real life. As these shifts continue, our reaction time as marketers is even shorter. This presents opportunities for your brand—as well as your competitor’s—to capture their attention through your digital content. And your customers want to hear from you. In fact, Kantar found that only eight percent of consumers think companies should stop advertising during the outbreak. Be present This is not the time to go dark—either in your social media channels or your website content. Consumer behavior has changed considerably on platforms like Facebook and Instagram. Traffic is up, but visits are more kinetic. It’s as if our collective attention spans have gotten even shorter as we process a flood of new information. Maintaining a brand presence between customer touchpoints is always important and relevant and useful information will keep your brand in the consciousness of both consumers and search engines. Be helpful That relevant information should include ways your organization can help in these unusual times. Have you changed operating hours or procedures to serve your customers and protect them and your staff? Tell us about it. Are you pausing operations but scheduling service for the future? Let us know how your biggest fans can get to the head of the line. Do you have a product or service that is particularly useful during quarantine? By all means, tell us more! Be clear Sharing details about doing business with your brand is really only helpful if it’s relevant to the customer. You’re changing your hours to sanitize your vehicles? Lay out how that affects the customer. Having inventory issues? Communicate exactly what is in-stock, what’s not and when you expect that to change. Phone lines jammed? Share that immediately through every other channel at your disposal. People understand these are unusual times for you, too, and they’re willing to be patient when they have a clear understanding. Be consistent Don’t fall into the trap of communicating with your customers once and calling it a day. Update at least as frequently as you did during normal times. Remember, a good part of your content will be pushed down people’s news feeds by the latest news, along with graduation pictures from 1997. Stay active to stay relevant. Be a connector A major theme in much of the consumer-generated content right now is staying connected. People are feeling isolated and are eager for human contact. If possible, demonstrate how your brand brings people together by acknowledging your online community and inviting them to join with your company—and each other—in some community effort. Salute local amateur athletes who lost their spring sports season. Repost the community theater’s rehearsal video. Recognize local students or civic organizations for community service. Be grateful Remember to thank your customers—and your casual followers—for remaining with your brand through this situation. Thank them for their efforts and their sacrifice to stay healthy and help to shorten the duration. Most important, thank your employees—the line staff, technicians, phone center representatives, all of them—who one way or another are facing new challenges right now. Also remember your vendors. A little appreciation, even when you’re the one writing the checks—can go a long way to keeping your supply chain running smoothly now and when we get back to something approaching normal. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.