Communications Strategy in COVID-19 situation continues to develop and unfold very quickly and social isolation measures increase.
At Calypso design we have taken stock of the initial implications on our clients’ businesses. We have put together some notes to consider in relation to brands and their communications planning.
It’s more important than ever to focus on operational excellence and deliver on your brand promises at this time.
Brands should be seen to show empathy and look for ways to uphold a sense of ‘normality’ in the lives of consumers (where possible).
Messaging should be simple, empathetic and relevant to the surrounding cultural situation.
From a practical sense, this means finding ways to reassure customers that any disruptions to the customer experience.
Often communication strategies promote the idea that brands engage in cultural events and conversations.
Particularly for big brands there may be a temptation to have a voice within the wider cultural conversation around this pandemic.
However, given the sensitive and evolving nature of COVID-19 this isn’t something we would recommend at this time.
Our recommendation is to concentrate on helping people deal with the day to day inconveniences occurring around them.
Don’t go “dark”
Remaining consistent extends to your advertising presence. With a post virus economic recession a possibility.
There is a temptation to withdraw advertising investment in a short-term effort to prop up the bottom line.
It’s pretty well documented now that this is not the advisable course of action for the long-term health of a brand and business.
In the instance where physical distribution may be cut off or the ability to deliver a satisfactory customer experience is impaired.
Be aware of your audiences both inside your organisation and your key customers and wider stakeholders.
Communicate with them clearly as soon as you have genuine strategic corporate announcements that need to be made. However, be careful not to spam or be seen as taking advantage of the moment.
Things to consider if planning a campaign now
For campaigns being planned to go live in the immediate term, favour channels that skew to in home consumption, get close to flagship TV programming, digital news media and social networks.
Stay away from out of home media except for maybe some retail environments (close to supermarkets) where it’s appropriate.
In the online space, note it’s a possibility that activity may appear around epidemic related content.
Review creative messaging in view of current climate to avoid potential sensitivities and focus on empathy.
Creative can be updated and changed quickly in most cases, so check in with us if you need to do that.
This situation will no doubt continue to unfold in the coming weeks and we will continue to monitor and assess the market accordingly.
Finally, talk to us at anytime, we are here to help.