Is it time for things to change?
After what seemed to be a never-ending lockdown, people are finally going shopping again, meeting their friends and family, some are even going back to the office… Slowly but surely, life is going back to some sort of normality. So should the way brands communicate with their customers get back to what it was? Or should they try new forms of post-Covid communications?
Don’t be that brand
I remember an email I received at the end of March, when the virus was killing hundreds every day and most people (including me) were worried about losing their jobs. The message was more or less the following:
We’re all in this together, and to support you in this difficult time, we’re giving you an exclusive 10% discount on our spring workwear collection with the code WORK10.
Really? You’re “supporting” me with a small discount on items I don’t even need anymore?
To avoid becoming that kind of brand and risking alienating your customers, you have to put yourself in their shoes.
If you really want to help the community, do something useful like offering a discount on face masks or giving some of your products to charities. But please, please, don’t pretend that you’re supporting your clients in this crisis with a tiny rebate.
Most people are tired of brands pretending to be the good guy in order to sell more. The solution? Be honest, be genuine, be sympathetic and don’t focus solely on sales. Consumers are more likely to buy from brands they like than from brands they feel insulted by, even if the latter are cheaper.
Try that instead
Now you’re going to ask: how do I become sympathetic? How can I make sure my customers have a good opinion of my brand?
There are different ways to achieve it.
- You can pretend nothing happened at all. It’s not the best way to show empathy but at least you’re not pretending to care.
- You can use humour, create fun emails and entertaining blog posts. People want to be distracted, cheered up. So why not give them some content that’ll make them smile once in a while?
- You can show them your humanity by being genuine and light-hearted, rewrite the copy of your landing pages to make sure you connect with your audience.
- You can inspire now, sell later. If you’re in the well-being or tourism industry, maybe your customers can’t buy your products or services yet, but you can make them dream today about the amazing trip they’ll take next year or the indulgent spa day they’ll enjoy in a few months.
- You can help. For real. I know it might sound preposterous to say that content marketing can help people, but I really think it’s true. Exercises you can do at home, easy recipes, tips on how to work from home while dealing with the kids, articles about mental health and how to maintain it… Just choose a topic that’s (even remotely) linked to your industry.
Lockdown is over but the “new normal” is just getting started. Now it’s time for us, marketing professionals, to adapt and find new ways to communicate. If you want to discuss this further or if you need help with your post-Covid content strategy, give us a shout!