Like most people, our inboxes have been overwhelmed lately. Covid-19 has seen everyone scramble to send out newsletters to reassure and inform their audiences, some with greater success than others. But even with touchpoints being reduced to digital channels and everyone spending more time at home (and on their devices), is sending yet another email to your database the best use of your resources or are you getting lost in the noise?
We’ve been considering what businesses can do to keep calm and remain at the forefront of their target audiences’’ minds:
1: Think about how to help
Whilst there is always someone getting rich whenever disaster strikes, look after your brand’s reputation and ask yourself, ‘What can my brand do to help?’. Whether it’s calling customers for a relationship-building chat, reassuring others about staff welfare or supply chains or adding value with tips and advice, the commercial element shouldn’t be the primary focus for now. Think of brands switching up your production to help make hand sanitizer as BrewDog and LVMH have done. Customers will remember your actions, so take the opportunity to do the right thing.
2: Play the long game
Just like every home has that junk drawer that needs sorting out, every business has ideas, projects or campaigns that always seem to be pushed down the to-do list. This is the time to grab those projects from the back burner and review their worth. Will it actually contribute to your overall business objectives in the long term? What would the impact be for your customers? Will it help you get ahead in the weeks and months to come? If the answer is no, it’s time to ditch them (guilt-free!). Instead, spend time on what you and your team could plan/create/prepare that will really push your objectives forward. Then make it happen!
3: Be true to yourself
Do your brand values, your tone of voice documents or brand guidelines really reflect your business now? Or what your brand could be? Are the comms you are putting out in line with your brand personality, values and identity? Are there multiple versions of slide decks, logos or assets being used by different teams? Now is the time to look back, assess if your brand has organically evolved or strayed away from your principles and set it back on the tracks. When things start to get back to business as usual, your brand should be ready to communicate confidently and effectively.
4: Say something of value
So, you have already sent out comms about your team working from home, the ways you are supporting international locations and all the special offers for renewing subscriptions? If you don’t have anything else to add, resist the need to bombard customers. Choose to communicate when you have something important, entertaining or valuable to say. Be proactive and join in on conversations across social media, in forums or internally to keep in touch. Being thoughtful with your contact will protect your brand and mean customers are more likely to engage when you do reach out.
Finally, it’s worth remembering that everyone is in the same boat. We are all dealing with uncertainty and the fast pace of events unfolding. But there’s no such thing as a one-size-fits-all approach when it comes to authentic business comms so heed your own requirements and that of your customers. If you need some help to kick start more considered comms, brand identity advice or sense checking suggestions, email us at email@example.com to set up a call or virtual conference, we’ll be happy to help!