As the world changed almost overnight, so did advertising. First, it was “Our Response to COVID-19” emails from every brand we’ve ever purchased from. Now, it’s one commercial after another reminding us that “we’re all in this together.”
While these messages are relevant and encouraging, many brands are starting to say and do a lot of the same things. Now, don’t get me wrong – it’s important to stay in front of your customers right now and acknowledge the situation. It’s also important to maintain momentum, because after the crisis passes, it will be easier to keep pace rather than trying to start from a dead stop.
But that doesn’t mean you have to follow the herd.
Consider the stand-out strategies below for the weeks and months ahead. Integrating digital efforts like these with catalogs and direct mail will ensure your message gets in front of people, as print is your digital champion.
- Reach out in a non-transactional way.
One of the best (and most memorable) examples I’ve seen came from Glossier. The relatively new makeup company sent me an email last week with “A little something” as the subject line. Knowing that beauty products are lower-priority purchases for consumers sheltering at home, I assumed it contained some kind of discount or free shipping offer. But I couldn’t have been more wrong. I opened the email to reveal a beautiful photo of spring blooms and a short line of copy: “A virtual bouquet… We digitally picked it for you – now forward it on to a friend!”
Simple, unexpected and impactful. It made me feel like Glossier cared more about making my day than trying to sell me a product they know I probably don’t need right now. It’s something I’ll remember when it’s finally time to wear makeup again…even though Glossier products are twice as expensive as drugstore brands. And by asking me to share their email with a friend (which I did), they increased brand awareness and possibly even gained a new customer.
Could a “just because” check-in replace that “we’re continuing to monitor the situation” email you were planning to send in the coming weeks? It might just be the refreshing change of pace your customers need right now.
- Give people something to look forward to.
Holidays, birthdays, happy hours. The events we were so accustomed to celebrating have either been postponed, or look a lot different than they used to. We’re craving something, anything, to look forward to, which presents brands with a unique opportunity.
Fabletics, the athleisure company founded by Kate Hudson, introduced “The Feel-Good Movement” which they describe as “a month-long event dedicated to making you feel your best and helping our global community.” Participating is as easy as following Fabletics on Instagram for weekly giveaways and free at-home workout videos led by their staff. The event also promotes free shipping on all orders, and presents customers with opportunities for their purchases to help frontline workers and those impacted by COVID-19.
This isn’t to say your brand needs to offer all of these things, or even create your own movement. But is there something you can do for a few consecutive weeks that will make customers eager to check your website or their email inbox? Could you incentivize participation with a chance to be featured on your brand’s Instagram page? Reward doesn’t have to be in the form of free product. Challenge your team to think outside the box for low-cost ways to build excitement.
- Go the extra mile.
Pretty much every brand is reaching out right now to say “we’re here for you.” The message is followed by their customer service phone number and a link to their 24/7 online chat service. I haven’t been paying much attention to these kinds of emails because they’re all starting to sound the same. But one from Origins, a skin care company, caught my attention because it took their service one step further.
The subject line was “NEW Live Video Chat – For Much Needed Face-Time.” The email invited me to ask anything, get advice for a new skincare routine, or just see a friendly face. And that part about seeing a friendly face stuck with me. Because now, more than ever, customers don’t want to experience “longer than usual wait times” on the other end of the phone line. They don’t want to chat with a bot that can’t fully answer their important questions. What they do want, while they’re stuck at home, is real human interaction. Origins understands that, and found a way to make it possible.
Maybe you don’t have the capability or customer service staff to offer a live video chat option. But is there something you see other brands doing that you know your brand can do better? Anything you can take just one step further that customers will notice and appreciate? If so, your brand has a chance not only to be top of mind now, but also after the crisis is over.
It’s a challenging time to say the least. But it’s an ideal time to try something different and make a splash. And J.Schmid can help. Whether you need a creative boost or want to align your digital and print efforts for more impactful marketing, email me at kelseyf@jschmid.com.
Tags: brand strategy, coronavirus marketing, Covid-19 marketing, email marketing