Ransome Associates wants to support the community during the Covid-19 outbreak and have assembled some best practices for marketing and brand communications in these challenging and ever-evolving times.
WHAT SHOULD YOU COMMUNICATE?
Living through a global pandemic is a true test like none we have seen in our lifetime. It is crucial to inform your customers what you are doing to continue to support and serve them. Let them know of any increased safety and cleanliness measures you’re taking.
Get to the point. Now is no time for a bunch of fancy marketing fluff.
SPEAK TO WHAT YOU KNOW
Stick to your area of expertise and don’t try to give out any health advice if that isn’t something you are qualified to provide.
Remember that this is a stressful time for everyone and let that inform the way you shape your communications. Be patient with customers who have a lot of questions.
BE THERE FOR THEM!
Consumers are used to nearly 24/7 access to brands via social media; be sure you have comprehensive social listening and monitoring set up to capture any and all queries directed at your brand so you can be responsive in line with your policies.
LEAD BY EXAMPLE
Communicate what you and your company are doing to help your employees. Be transparent and use “straight talk”.
Leave the doom and gloom speak to the media. We certainly have all of that we can stand. Feel-good stories are especially appreciated in trying times. If it feels appropriate, share positive or inspiring stories that give your customers and employees hope and reassurance.