HOW TO CONSCIOUSLY COMMUNICATE IN A CRISIS

19-May-2020 12:14 PM Digital Marketing


History is being made as we lock ourselves indoors to protect both the outside world and ourselves. Distance is now deemed vital and travel, a crime.


A good part of the world has gone completely digital trying to cope with the grappling reality, and the economy is in disarray.Writing off the economy as a disarray is a kindness. I shall not include any numbers here, as you could very well find them out with just a few swipes on your screen. Rather I will be writing on how to fight the pandemic, from your homes.  


THE MARKET

The market as we know has shifted, and quite drastically at that. It has affected every individual across the supply chain, from the producer to the shipper to the seller to the buyer. The market now is run by needs rather than wants. The buyers cannot afford to spend on extravagance and the sellers are bound to sell what they produce, be it jewelry or masks.

In the simplest of terms, the buyer is now only interested in essentials.


THE SECRET SUPERPOWER

In the current scenario, with people trying to build hope in whatever way they can, as marketers, we have a superpower. We have the power of communication and it is now as relevant as ever, even more relevant if I may say so. As we move through a pandemic, we’ve to try to keep our businesses, ourselves, and our customers afloat.

We have to put the word out there, in the best possible way we can, that we will make it through. We have to reassess the power of a marketer in helping the consumer make a decision, and focus it towards helping customers restore their faith in you. We’re all in this together.

As a wise man once said, “With great power comes great responsibility.”

 

Communication during a crisis is an overwhelming responsibility.


BEGIN AT HOME

When a crisis hits home, you must first take care of your own. Ensure your employees are well equipped to deal with the crisis. Extend a helping hand, if the situation calls for it. Request them to go through the crisis with you and make sure they are well informed that the brand has got their backs.

When a crisis hits home, you must first take care of your own. Ensure your employees are well equipped to deal with the crisis. Extend a helping hand, if the situation calls for it. Request them to go through the crisis with you and make sure they are well informed that the brand has got their backs.


It is imperative you communicate effectively and diligently to your employees. On your priority list of consumers, they must come first, they avail your services far more consistently than any other consumer. They are building blocks of your brand, and in a crisis, it is best to have all help you can muster.  


SELL SOFT

As previously mentioned, buyers are now looking to mostly spend on essentials. In times like this, it is better if we as marketers did not sell as aggressively as we used to. Now is not the time your customers want a car or a new house. It is time that your marketing campaigns give hope to your consumers, rather than highlight your USPs.

The language you use must be soft, yet persuasive enough to not just retain customers, but also acquire customers. Although your first priority must ALWAYS be your existing list of customers. That goes without saying.


THINK LONG TERM. REASSURE THEM.

Your buyers are going through a lot of exposure at the moment. They are spending more time on screens, which opens up the possibility of them being part of your competitor’s wallet share.

Recently Apple announced that they would be giving away the Final Cut Pro software free for 90 days. Those enrolled in the previous 30-day trial also get to extend their free trial. This comes at a time when the people are struggling to make ends meet while trying to work at home. 

At times of a global crisis, you must communicate effectively to your customers as to your activities to help them and take tangible steps to reassure your customers. 


Make them a part of your recovery journey as you go through the crisis.


GO ONLINE. STAY ONLINE.

As mentioned above, our screen times have taken a giant leap. This means the engagement that’s been going off the charts as well.

The Cincinnati Zoo had to shut down owing to the pandemic, but they came up with an innovation at-home classroom experience for children. Every day at 3 pm ET, they held an at-home classroom experience for the community called “Home Safari Facebook Live,” in which they highlight one of their animals and include activities. 


As brands, it would do great for reputation if you can be online as much as you can and keep your customers engaged and happy. Create challenges and start conversations.


REACH OUT

In times such as now, as a brand, you must ensure that you must do everything in your capacity to help out. Be in donations, volunteering, or even collaborating with someone else to garner support.


Reach out to your customers and employees, let them know you are willing and ready to take action.


BE SENSITIVE

Last, but not the least. Do not use any aggressive language in your campaigns. Relate with your customers and employees and communicate on how to stay safe and sane during a crisis.

Campaign Monitor, a company involved in email marketing and automation sent out this e-mail to their customers. 

 

We have work to do. The best way to do it right now is by staying indoors and sketching out a marketing campaign that will be a warm cup of comfort for your customers. Communication has always been a key part of how the economy worked, and now the onus is on us marketers to hold it up, as long as we can.