E-commerce platforms, the airline and travel sectors, and their important communications are ongoing. Do the companies that fall into these categories, though, know how to effectively and sensitively advertise? While some businesses are equipped to handle crises through communication, what happens to others when they reach their breaking point?

Whether you’re a small business owner or a large brand, advertising during a global pandemic or crisis needs utmost care and attention. There are certain dos and don’ts that could save the day for you.

Dos and Don’ts of Communication & Messaging during COVID-19

Dos

Do…

Adjust your Brand Voice

If your brand voice is upbeat and lively, this is the moment to make a small adjustment. Keep in mind that your audience isn’t consuming content the same way they have in the past. Change your tone a little and concentrate on the facts. Always maintain a composed but impartial tone when drafting or sending emails Authenticity triumphs in situations like this. By staying true to your brand and its principles, you can build lasting relationships with your customers. About 64% of customers want brands to express their values through ethical messaging.

Be Authentic

In times like these, authenticity wins. The best way to establish strong connections with your customers is by remaining true to your brand and its values. Around 64% of consumers want brands to communicate their values through responsible messaging.

Revisit your Creative

You wouldn’t want to annoy people during a pandemic on a worldwide scale. Therefore, it’s crucial to review your advertisement, as well as read and listen to communication, to ensure that it complies with the needs of the shifting market. Be sure to remove any anticipated adverts as well. They can hold off. Make sure your advertisements are well-written, practical, and sympathetic right now.

Don’ts

Don’t…

Share Insensitive Content

Consumers sometimes feel that brands exploit a situation to promote their brand. COVID may be a trending hashtag, but this isn’t a time to pitch a new campaign or the time to ‘go viral. If you really want to create a positive campaign, start by showing solidarity in your messaging. Make sure your ad copy is not insensitive and does not induce fear or panic. Customers occasionally believe that companies use a circumstance to promote their brand. Although the hashtag COVID may be popular right now, this is not the moment to promote a new campaign or attempt to “go viral.” Start by conveying a sense of unity in your message if you truly want to develop a favorable campaign. Make sure your copy is neither offensive or likely to cause panic or fright.

Send Updates just for the sake of it 

Consider whether communicating with your customers and publishing a weekly email are truly important. It doesn’t follow that you should follow suit just because another company is doing it. Don’t consider cashing in on the craze. For brands that need to communicate significant event updates or cancellations or details on how to use a company’s services remotely, crisis communication is especially critical. Brands that sell necessities should use careful branding and messaging during these times.

Broadcast the same Message to Everyone

Think about the people who are associated with your brand and only send messages to them. Now is not the time to broadcast information.

Marketing during a global crisis is not a one-size-fits-all deal. Be mindful of the current situation and attune your messages in the best possible way even if that means editing your communication again and again.

Stay Safe!

The post The Dos and Don’ts of Branding during a Global Crisis first appeared on Ginger Media Group.

With fear gripping the entire world and people accepting new realities, there has also been a whiff of an economic recession. While the business slowdown is inevitable, the fear of declining revenue has seen many brands cut back in various areas with ad spending being predominant. Slowly a sharp downturn is being witnessed in the advertising industry.

According to a survey conducted by Interactive Advertising Bureau, 24% of brands have paused all ad spending for Q2. Digital ad spending is down 38% and spending on traditional channels is down 43% in March and April.

Advertising during Recession – Success Stories

So, is going into pause mode the ultimate solution? Well, if you really want to survive these dark times, don’t hibernate. In fact, history is testimony to the brands that actually thrived during the recession. Research also suggests that maintaining or raising ad spending during an economic slowdown can result in higher sales once the economy starts recovering. However, the trick remains to tailor the right message to the right audience to boost confidence. Here are a few examples:

• During the early 1990s Recession in the United States, Mcdonald’s decided to decrease its ad spending. Pizza Hut and Taco Bell took advantage of this situation and were able to increase sales by 61% and 40% respectively with McDonald’s sales decreasing by 28%.
• During the 2009 Great Recession when businesses were cutting costs, Dominos spent millions on advertising and launched a new recipe and technology which helped in increasing the brand’s stock percentage. Most major fast food chains were struggling to recover at this time.
• During the 1920-21 Depression, a renowned cereal brand Post made advertising cuts. Kellogg’s took advantage of this situation and increased its ad spending and launched a new product. Not only did their profits grow by 30% but they also became the cereal leader, and have maintained the position to date.
  
  

Tips to Create Interesting Content during a Recession

Undoubtedly, there are many advantages of advertising and increasing budgets during a weaker economy or global pandemic. Keep in mind that people have more time to scroll through social media, watch advertisements and play games. This is the time when millions of people see and read more. While you can cut through the noise level, it also gives you a chance to take advantage of price drops by using mediums that provide value.

According to a recent Nielsen Report, TV viewership hit an all-time high of 1.2 trillion minutes during the lockdown in India. The consumption is 37% higher than in the pre-corona period.  

Here’s how you can create interesting content:

1. Offers discounts, coupons and gift vouchers
2. Organise interesting trivia games and challenges to entertain your audience
3. Create an awareness campaign
4. Offer free resources that will educate as well as entertain your target audience
5. Boost social media engagements with giveaways and live sessions. It is also a great way to stimulate your audience’s creativity during such times.
6. Find interesting ways to collect new leads that you can target once your business gets back to normal

Don’t completely put off your marketing strategy or become dormant, acknowledge the current situation and adjust it instead.

The post Proven Tips To Engage With Your Target Audience | New Report first appeared on Ginger Media Group.