How Brands Can Prepare for a National Reopening
The last 2 months of the Coronavirus crisis has made a severe impact on our nation and our national health. With over a million cases and 80,000+ deaths in the US, our current situation is unlike virtually any other in modern history. I’ve asked those who have lived for 80 years or greater if they remember a crisis such as this, and most cannot. Wars and natural disasters are similar but limited to geographical areas.
Fortunately, new cases seem to have slowed as states prepare to safely reopen their economies. Where we are located in Kentucky, we are fortunate that the virus hasn’t spread as much as comparable areas. Our Governor has announced his reopening plan starting as early as next week for retail outlets, with restaurants set to open to partial capacity by month’s end.
For businesses of any size, our crisis has forced marketers to change messaging and tactics to their customers. Seemingly overnight consumer behaviors have shifted from durable goods and luxury items to toilet paper, groceries and emergency supplies. This has presented both challenges and opportunities for any business, especially as the economy starts to reopen. With toilet paper back on store shelves, it’s a reminder of what brands can do today to emerge from the crisis on a strong foundation for their marketing.
Authentic Messaging: Under normal conditions, genuine content generally performs better than traditional advertising. Not only does authentic messaging provide a deeper resonance with your audience, but it can also build trust. During the current crisis, the need for this type of messaging has grown even stronger. Messaging such as thanking essential workers for their service, highlighting the sacrifice of doctors and nurses, or getting through the crisis together are all excellent examples.
Don’t Go Radio Silent: I’ve worked with a variety of businesses in my experience, and during difficult times many brands become quiet, particularly on social media. It may be due to increased workload or uncertainty of what to say, but ultimately disappearing can hurt a brand. Consumers during a crisis flock to brands which they have trust, and consistent communication can help during hard times. Post regularly and publish content, even if it’s not your best work.
Take Risks: This suggestion may sound counterintuitive, but resist the urge to hunker down with your marketing plans. My belief is that our circumstances can allow for an unorthodox marketing approach, providing opportunities for you to try something new. Are you an HVAC company and have wanted to create helpful videos on air conditioners? Give it a shot. Does your social media and website need fresh graphic design? This can be a great time to do so, especially if you’re trapped at home. Our crisis can allow for reasonable risks for brands to venture out and try something different with their marketing efforts.
As Governor Beshear says in his evening broadcast, “we will get through this, we will get through this together.” We can all hope for a safe and speedy re-opening to our economy, helping put Americans back to work.