As marketers we’ve been here before. We’ve had to grapple with keeping our business moving during times of crisis. Most recently the recession in 2008 and before that in 2001, the 9/11 terrorist attacks. The challenge is speaking to your customers in a way that recognizes the gravity of the situation while at the same time giving your business the best chance to pull through. What’s more, as marketers we’re feeling as vulnerable and uncertain as our audience. We have to take a breath and tune into our own emotions to understand how to speak and message to consumers.
To me, there are two paths that feel appropriate under the circumstances. In many cases they’ll converge but consider them platforms to launch from:
- The solution approach. This one will appeal to the more practical customer segments and may be useful to brands that provide essentials. Dover Saddlery for example has offered Free Shipping with no minimum so you can get what you need to take care of your horse without leaving home. The Charles Tyrwhitt British clothing company sent an email with this subject-line: 4 proper work-from-home shirts for $139. And Target, as well as many other retailers, are pushing their drive-up services so you can stay in your car and still get what you need. These are just a few examples where practical solutions are on-brand and appropriate in the situation.
- The emotional approach. We may push through times like these with a brave face, but we all want to be comforted. We’re all looking for ways to soothe the rattled nerves for ourselves and our loved ones. And it’s perfectly appropriate to extend offers that will make the audience feel a little relief. Frankly, I’m not seeing a lot of this in the market right now and it’s a missed opportunity. To invite consumers to take comfort and indulge isn’t opportunistic, it’s just good self-care! Subtle messaging that acknowledges what the audience is looking for, emotionally, should work well. Here’s a few of the top examples: Hunker down with cozy____ , Treat yourself to____ , Indulge in____, you deserve it. Making an emotional connection, in a brand-right way, confirms to your audience that you feel them without being patronizing or opportunistic.
Here are some additional suggestions for messaging during the COVID-19 crisis:
• PSAs: We’re kind of past the point of offering these. We probably don’t need another retail CEO to tell us to wash our hands. However, if there are unique situations that apply to your business then it’s wise to have a link that provides up-to-date information on what you’re doing and offering to protect customers and employees. Target.com has an excellent landing page that explains everything they’re doing and how you can engage their services safely and easily.
• Acknowledge the situation. A business-as-usual approach isn’t going to resonate at this point. I received a Home Depot email the other day that pitched “Favorite Spring looks to refresh your space”. Really? I just want to disinfect my space! Appearing to be out of the loop won’t win any sales, or fans.
• Make it easy to treat a friend. This is a great time to help your customers help others. Consider an offer that extends a discount for a second purchase sent to a friend or family member. This has powerful messaging potential that helps people stay connected and to support loved ones.
• Set up a charitable donation strategy. Even a small percent on every dollar can be a powerful way to allow your customer to feel good about their purchase and drive brand affinity. If we are truly in this together as many retailers suggest, then walking the walk bolsters credibility.
I usually say, don’t confuse yourself with your customer. Meaning, as marketers our personal preferences shouldn’t get in the way of real data that creates smart and effective strategies. Now is different. I believe we can access our customers POV through examining our own. Indeed, we’re in this together. As we write messaging and create offers, we should check our own gut and feel if what we’re saying is sensitive, helpful and ultimately productive for our business.
Tags: coronavirus, COVID-19, industry news, marketing, neal schuler, news