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Just over a month has passed since February 20, 2020, the day when news of the “patient 1” of Coronavirus spread in Italy. From that moment, within three weeks, the population found itself thrust into an almost parallel universe where daily habits and freedoms were questioned and progressively limited for the common good.
Even companies had to quickly rethink their business models and understand how to deal with the challenge of offering products and services behind closed doors. Consequently, communication also faces new and unprecedented challenges.
According to a recent GFK study, brands are currently perceived by Italians as inactive and very silent.
Here are some tips on how to use your digital tools during this extraordinary period to maintain your connection with customers.
Rethink Your Editorial Plan
The Marines’ motto is “Improvise, Adapt, Overcome.” At this moment, similar to the speed of virus spread, it’s crucial to be ready and prepared to change and revise previously organized activities.
Continuing communication as if nothing has happened and promoting products and services, especially if your business is related to the tourism sector (travel, event organization, etc.), is not advisable.
Creating reassuring and thoughtful content for people is the solution to “planting” a strategy for the future. Tutorials, DIY content, webinars, and live streams seem to be the most suitable formats at the moment to maintain relationships and demonstrate your presence.
Optimize Your Advertising Strategy
It’s difficult to predict how this historical moment will change people’s lifestyles and consumption habits. Even beyond the end of the quarantine, it’s likely that we won’t book trips abroad and won’t visit malls with the same ease. Long-term, this could lead to lasting changes for brands in terms of customer services and interactions.
Regarding advertising campaigns (Google Ads, Facebook, etc.), it’s advisable to perform a strategic review.
Promoting discounted travel offers and reservations is likely to have little appeal at this time, and there’s a risk of spending needlessly on an ad that won’t be clicked. It’s not just about making a wise investment but also avoiding a backlash of criticisms and negative comments that will linger over time.
However, this doesn’t apply to all sectors. Under the veil of crisis, this period holds opportunities to activate new tailored campaigns.
Despite Italy seeming to experience a moment of temporal suspension, daily life, albeit with necessary restrictions, continues with determination. For instance, a pregnant woman still needs to plan her life after the arrival of her newborn, just as a building owner evaluates sanitation and disinfection services for their company.
Those who have worked over the years to establish a strong online presence now have the opportunity to offer their products or services and build relationships with a range of customers that offline activities are losing day by day due to restrictions.
Similar to the SARS epidemic in the past leading to an e-commerce boom in Asia, we are now experiencing a rapid and necessary evolution: many restaurant businesses have altered their business models to adapt to the situation, focusing on delivery. Meanwhile, those who provide training courses and consultations have started offering webinar services.
We are facing accelerated Darwinism, where it’s more important than ever to question your business and adapt quickly to survive.
Stay Close to People
Social networks and the broader digital world are currently reclaiming their intrinsic but often forgotten nature as tools for relationships between individuals.
This change is evident when we think of the numerous homemade videos encouraging staying at home, along with amusing and creatively reinterpreted brand advertisements circulating online. It’s seen in the sharing of rainbow banners and the production and sharing of memes and groups (notably “Le bimbe di Giuseppe Conte“), which aim to bring smiles by satirizing the situation.
For companies, adopting a “jovial” attitude is not recommended at this time, especially if it deviates from their usual tone of voice. The priority now is to find a way to stay close to users, and making them laugh is not the only approach.
In addition to a content-rich editorial plan filled with interesting information, it’s essential to remember that social networks are excellent tools for customer care. If you’re working remotely, taking precautions, or temporarily closing, it’s important to communicate this.
Some best practices include:
- Setting up automated responses
- Crafting a series of FAQs to address common questions
- Pinning a post at the top of your pages outlining the measures you’ve taken during this time.
In Conclusion
All these recommendations are related to a common theme. In times of unease and uncertainty, it’s crucial for companies and brands to set aside the goal of sales.
This isn’t a simple task; companies also have concerns about the future, and revisiting budgets and previously discussed strategies can be daunting.
Those who have had the pleasure of reading “The Hitchhiker’s Guide to the Galaxy” know that in times of crisis, there’s only one certainty: the answer is 42, always carry a towel, and above all, don’t panic.
We’re all about to embark on a journey, in this case a terrestrial one, whose destination is still unknown. It’s essential not to succumb to panic and frenzy. For companies and brands, it’s a moment to focus on their values and practice more empathetic communication.
Behind this crisis lie opportunities that we’ll seize only if we don’t forget in the future.
Our perspective, as companies and individuals, is changing on many topics, from the revolution of remote work to broader issues like environmental impact and social responsibility.
We foresee a future where these won’t just be slogans to flaunt but the cornerstone of a more authentic relationship between brands and users.
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