Jebbit Sales Director Steve Moynihan shares his thoughts on how brands can stay authentic in times of worry and uncertainty.
Over the past two weeks, Jebbit, like many other technology and service providers, has been having some heart-to-heart discussions with our brand marketer clients. The dilemma for most of our clients is deciding if now is the time to stay quiet or if they should maintain some type of marketing presence while the world is dealing with this horrible pandemic.
If you’re going to maintain a voice in the market, it needs to be authentic to your brand. For example, if you’re a brand that’s trusted by parents, you may have the authority to offer tips and advice on how to cope with working from home with your kids. If you’re a sports or entertainment brand, offer up a distraction to the madness with fun trivia or highlights of past, epic games. Even in the automotive space, you can deliver an authentic and credible message. I recently saw a Cadillac ad that talked about providing financial relief, free ONSTAR and WIFI, and the option to shop online and deliver at home. Cadillac is providing a sense of security to their current owners and a viable option for new car buyers in this time of social distancing.
So, what are some strategies for communicating with customers and prospects in these uncertain times? Below are a few approaches to consider:
- Provide entertainment and distraction: Like I mentioned above, trivia, live polls, or personality profiles can provide much needed relief during this stressful time.
- Offer relevant tips and advice: Use “How to” or “ask the expert” content in an area where your brand is a subject matter expert to engage, add value, and make your brand a trusted advisor.
- Save customers time: With consumer behavior shifting online, retail brands from Tide to Bliss are creating product finders that offer personalized recommendations based on their answers to a few questions.
If you’re not sure about the right way to talk to your customers, just ask them. Several of Jebbit’s clients are fielding surveys to understand consumer sentiment and learn how they want to be communicated to during this time.
The bottom line is that brands can play an important role during these uncertain times. The key is to speak in an authentic voice and get permission from the consumer to join the conversation.
Published March 26, 2020