How to better communicate in a crisis
Start serving your audience, not selling to them (now more than ever).
Even at the best of times, consumers have limited patience for sales pitches. The best brands in the world build emotional connections first, resulting in greater profitability in the long run. (There’s no instant gratification in the world of branding, my friends.)
Now in the days of COVID-19, it’s safe to say we all have a low tolerance for companies that want to take advantage of our vulnerabilities or who are insensitive to our realities. (Sorry, Jimmy Choos are not top of mind right now.)
So how does a brand navigate this uncharted territory? It’s about meeting customers where they are. Serving their needs. Addressing their concerns. Making their lives just a little bit easier. By doing so, you’ll have a better chance of maintaining a long-term relationship that will be more fruitful for both of you.
Here are three simple ways you can serve your customers:
- New School of Finance offered up free step-by-step instructions for decision-making in a financial emergency (including navigating government benefits).
- Loblaws is keeping shoppers up to date on services available and what to expect when they go grocery shopping.
- Toronto Public Library outlines how to access the library from home — and which services are extended during the pandemic.
Get with the times
By providing timely information, you’ll remain relevant and favoured in your community. Let them know what they can expect from you during this time. Is it business as usual, or how is your business adapting to continue to serve them? At , we revamped the design of our daily newsletter to ensure that the information that readers were most concerned with was front and centre, in an easy-to-read format. Here are a few examples of some other brands that are doing it well:
- Ontario Science Centre amped up opportunities for science lessons for kids at home. Sharing DIY experiments (with downloadable education guides and activities), plus family-friendly films available for streaming.
- SnackConscious offered its shoppers 30% off, and allowed them to sponsor a snack box for health workers on the frontlines through their #giveconscious program.
- Good Body Feel, took their classes online, offering pay-what-you-can pricing, and welcoming those in their community that have been laid off during the pandemic, a free 12-class-pass.
By the people, for the people
Ask yourselves: What is your community struggling with right now? And how can your brand help them overcome that (even in a small way)? How can you deliver to your community in a way that delivers on your brand promise?
Become a problem-solver (or at least a solution-provider) for your audience and in the end, you’ll most likely get as much (if not more) than you give. Here are a few companies that are giving well:
Say what you mean, mean what you say
Now is not the time for cryptic messaging and mind-numbing prose. It’s OK to have a sense of humour (we can all use a laugh right now), but make sure to keep things clear. Determine who you’re trying to support and why. Don’t be afraid to stand for something, especially your community.
Let them know things like:
- How they can help each other, like President’s Choice’s ask for help in getting food to those who need it.
- How you can help them: Joey Restaurants Group has launched JOEY Market for delivery and curb-side pickup of grocery essentials. It’s also offering meal kits with online tutorials to make some of the restaurant’s signature dishes at home.
- How they can help you: At The Bullet, we learned it’s OK to ask. We’re driven by, and grateful for, the continuing support from our readers in these tough times.
I would say it’s as easy as one, two, three, but it’s not (otherwise everyone would be doing it). But simple and easy are not the same. Narrow down your message, stick to your mission, and serve your community and you will reap the long-term rewards.
Originally published at https://wearenewsworthy.ca on April 22, 2020.
