Messaging. Reinvention. And Refrain from Saying Stupid Things.
If we say…These are incredibly challenging times for everyone.
You may say… Thanks Captain Obvious. Or, No sh#$ Sherlock.
As professional writers and marketers, we live and breathe the importance of tone, and precise well thought out content in crafting messaging. Our knowledge and experience in crafting literally hundreds of messages for our clients over the years has brought them and us success.
In general, messaging that is on brand, memorable, unique and motivating is marketing gold. But this is a new environment. It is complex and challenging to deliver messaging that is any and all of these. Further complicating things is that the environment is a moving target…think bullet train speed moving. There are no metrics or case studies to shore up strategy, or successful campaigns of old to lean in to.
Don’t get us wrong, what we say, what we don’t say, and how we say it have always been of critical importance to speaking to and with our audiences. But now it must be so much more. And it is hard.
Assume Nothing
The hard facts are we are all going through something but no one (especially a brand) should presume to know specifically what its customers are going through. Further complicating the situation is the fact that not everyone’s experience is the same. In fact, a social media post about how we are not all having the same experience was recently trending heavily. So we cannot ignore what is already widely accepted. Marketing messages can’t ignore the situation, but they can’t be presumptuous either. It’s a fine line.
Start Over and First, Define Who You Are Now
The other side of this blog post and the bigger question we feel we must ask our clients is who and what are you now? We have lost a client that simply shut their doors. Other existing clients and potential new ones are looking for wisdom, creativity and guidance. We are doing our very best to be objective, realistic, thoughtful and deliberate. Here’s what we know and can feel confident recommending.
Be Nimble. Be Quick. But Most of All Be Creative.
The best thing all businesses can do right now is figure out who they are in this climate. Identify what consumers actually need… right now and in the future. Then, quickly and accurately fill that need. Next do it again. And again.
Survival Plan
Adapting and reinventing does not make a marketing plan. But it can go a long way towards a survival plan. We have told clients…what we are doing this week is maybe not what we will recommend to you next week. The situation is a fluid as any we’ve ever tried to steer through, so it’s critical to keep eyes up, and focused on what consumers needs are as the situation continues to unfold.
Forbes recently wrote about Customer Experience Mindset In The Age of COVID saying…
People all over the world will have a new hyper-awareness about getting sick
from every day activities in the past they took for granted. Flying in an airplane,
eating from a buffet, or getting a manicure is a distant dream for many.
For more on the marketing strategy particulars and some questions you can begin to ask yourself, please visit our page on Marketing Consulting.
We wish everyone the best of times in the worst of times. We would love to help you find and market during this ever changing landscape. We urge you not to go silent, but carefully and thoughtfully engage with your audience. Please contact us today. We would love to help you in any ways we can.