Why is it important to change the tone and message of your advertising during a difficult time?
Because announcing a contest or a sale when anxiety is high, when people are experiencing job loss and when times are very uncertain, doesn’t put your customers first. It puts your business first.
“Use this time to support your consumer and build an emotional connection with them, based on your core values, and they may well reward you with loyalty long after this predicament is over.”
Carl Carter, “Be Brave with your Advertising in difficult times” Marketing Week.com
It might be tempting to boost moods with an online contest, but tread carefully. You don’t want to appear unconcerned or blind to what’s happening in real life.
Here’s how you can change the tone of your messaging.
- Be Transparent. Let people in and show them who your team is and how they are adjusting to continue to help your customers.
- Be Empathetic. Acknowledge that people are at home, maybe they’re feeling anxious, maybe they don’t do well with change, or maybe they’re homebodies and were made for the zombie apocalypse . Whatever your messaging is, acknowledge that “hey, we know… it’s a bit chaotic, it’s a weird time”…
- Be Responsible. Change your advertising efforts from trying to sell product/service to being responsible: “this is who we are and how we are helping our community”.
Read my post on How to Show Off without sounding like a Show-Off.
This isn’t the time for an aggressive campaign, but a great time to build trust, build relationships and check-in with your customers.
“People may not remember exactly what you did, or what you said, but they will always remember how you made them feel.”
Maya Angelou