Businesses have faced unprecedented marketing challenges in recent months. Consumer buying habits have shifted dramatically, many have experienced job loss, most have experienced quarantine, and everyone is trying to adjust again and again to the new and changing landscape of a pandemic-impacted world. As marketing consultants, it is our job to help clients navigate through the current public health crisis while helping them stay relevant and grow their business.
Many have commented about how companies of all sizes quickly moved to using the same language and messaging structure to communicate as COVID-19 emerged in the United States and across the globe. Such messages quickly became viewed as cliché or trite. In the current landscape, best practices are changing quickly. How can you genuinely communicate with clients during a time of extraordinary upheaval and unmatched challenges?
Pay attention: While it can be tempting to copy the language that others are using during times of crisis, be careful. Phrases, messaging methods and even music and visual images can quickly become stale and overused. If you’re one of many companies using the same messaging methods as others, you may be viewed as disingenuous and shallow.
Be genuine: Now more than ever, it’s important to show yourself. Showcase your people. Tell the story of your brand. Spotlight what makes you different. The last six months have bombarded everyone with an incredible amount of messages via email, social media, broadcast, print media and beyond. By demonstrating your identity in true, calm and determined fashion, you will stand out above the rest.
Be creative: During a crisis, it can be hard to think of new ways to say something different than the messaging everyone else is using. But don’t fall into the trap of mimicking others. This copycatting can have a variety of unintended consequences. Challenge your team to come up with fresh ways to communicate messages in a careful, intentional way.
Be bold: The last several months have taught us that it’s important to “go big or go home”. We don’t know what the coming days will bring. Now is the time to dig deep. Source your creativity and determination in order to find new and big ways to reach people and inspire them to action.
About “normal”: Things may not ever be “normal” again. As companies find themselves emerging from a COVID nightmare, we all realize that there may be “new normal” or “normal right now”. When talking to your audiences – whether employees, prospects or current customers – avoid platitudes and commonplace phrases. Be honest. Be bold. Be yourself. Have the courage to utilize strong and original ideas. Yes, “we’re all in this together” and “these are unprecedented times.” While it’s true that “we’re here for you” and “we’re thankful” for the work of many heroes among us, we have to find a new way to talk about all of this and more.
There can be a lot of “sameness” and mediocrity in marketing messaging and advertising. Innovation will make you stand apart from the competition, but you have to have a bold plan and the means to execute it.
Unsure about handling your company messaging on your own, especially during a pandemic? Working with a team of marketing consultants to not only help you select the right messaging tone for your business, but to also help you use your messaging to its fullest. Marketing consultants know the best ways to harness the power of a variety of dynamic tools that will help you reach your customers, and these experts can help you craft outstanding messages that prompt desired actions. Are you reading to take your messaging to the next level in this COVID-impacted world? Contact Wild Coffee Marketing today to learn more. Think outside the box with Wild Coffee. We love helping companies grow better.