In times of crisis like we\u2019re currently experiencing with COVID-19, it can be hard to determine the best way to position your company. Through these difficult times you might be asking yourself\u2026 what\u2019s the right thing to say? How do you say it? Is it even acceptable to be marketing in times of crisis? What will your customers think?<\/p>\n
You don\u2019t want to be perceived as capitalizing on a tragedy! Understanding what tone will strike the right chord to strengthen your company\u2019s position and allow you to serve your clients, your employees and your community is of the utmost importance.<\/p>\n
At this point, you\u2019ve most likely received emails and have seen commercials from just about every single brand you\u2019ve interacted with throughout your lifetime. They\u2019re telling you how they\u2019ve enacted changes within their business, how they\u2019re helping the community and their customers through these \u201cunprecedented\u201d times. People are already starting to tune out the messaging just based on language and tone alone. We\u2019re still seeing a ton of great huggy-feely stuff out there like \u201c#InThisTogether\u201d, but some words and phrases are just turning into noise at this point because there is so much saturation. Just like any other advertising or messaging efforts, you want to avoid fatigue.<\/p>\n
Our attention spans are so short, so what are people really interested in talking about? So far, only 13% of Americans polled by Morning Consults strongly feel that companies shouldn\u2019t be advertising during the pandemic. But messaging perceived as explicitly self-serving, situation insensitive and situation impractical should be avoided. So the generality of this is that people are okay being marketed to, as long as your intention with it is right and you are offering services that they can use. People still want to be communicated with about what you have to offer as long as you\u2019re doing it with the right intent. This means it\u2019s time to start thinking forward and offering creative solutions to people\u2019s problems.<\/p>\n
Many states across the country are starting to reopen businesses as part of phase one in the process. There WILL be restrictions on how many people can be in one place at one time, but the overall feeling is about respectfully and cautiously \u201cgetting back to work\u201d and we\u2019re already starting to see some of that messaging. In the coming weeks, what should businesses be doing to prepare for that? Our strategy team highlights some things to consider in our latest roundtable discussion.<\/p>\n
Watch the full roundtable discussion to get more great insight!<\/strong><\/p>\n\t