Marketing communication has to exist no matter what. It seems that the worst is behind us. After months of restrictions, the lockdown was lifted. On September 1, students returned to schools. Everyone, including businesses and consumers, is reborn like a phoenix from the ashes. However, the last few months have been a big test for many brands. What was the key of those who passed it positively? Was it just the fight to stay afloat? Well, in many cases, skillful marketing communication turned out to be the best weapon in the fight against an unexpected enemy.
At the time of the announcement of the COVID-19 pandemic, the situation of most companies in the world and in the country changed day by day. Journalists Financial Express decided to use this time. They gathered the views of company leaders around the world on the role of marketing communication. In the development of the organization, its reputation and crisis management. Here are the conclusions they shared.
Marketing communication worth its weight in gold
In crisis situations such as COVID19, customers expected transparency in shared information and quick brand responses. Even the staff looked for confirmation that everything was fine. The right way to communicate it was therefore essential for the company to remain trustworthy for all stakeholders. However, the method alone is not enough. The content of the messages was also important. It is she who has the unchanging power to build long-term relationships with customers, employees and shareholders. Also, and maybe especially in times of crisis? Relevant content has the power to build strong consumer loyalty to the brand.
Marketing communication has to exist no matter what.
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Redefinmarketing communication?
Many companies, such as the international Adani Group, have doubled their marketing spending on content creation. Be it webcasts, webinars, podcasts, live sessions or movies. Why was their marketing communication focused on content? Because they would like them communication strategy she was the best. They were looking for the most effective way to communicate and interact with their clients. At the same time, the rhetoric of the content conveyed was optimistic. Positive scenarios and possibilities to prepare for the future were discussed. For many companies marketing communication is one of the important areas of activity. They use various instruments of action. In light of the epidemic, the focus shifted to content, and communication channels and tactics were rethought.
Crisis communication
Recent months have provided an opportunity to be creative. Those companies that managed to grasp one thing quickly were in the winning position. It's like theirs a brand can stand out thanks to marketing and communication during the crisis. Brands such as McDonald's, Coca-Cola, Audi and Volkswagen have cleverly redesigned the logo. Just like a temporary Facebook profile picture. In this way, they wanted to show their support and encouragement to maintain social distancing during the COVID-19 crisis. The temporary logo carried a message - our brand cares about you.
Here is an example of how flexible marketing communication should be. With a set of tools and ideas that are skilfully adapted to a crisis situation, they always work to the advantage of the company.
Employees are the best brand ambassadors
In times of crisis, the attitude of the employee is the most important. Though maintaining business continuity is extremely important, the global pandemic has made it necessary to look at other issues as well. Empathy turned out to be one of the most important. Marketing communication has been equipped with exceptional empathy in communicating first with employees and then with customers. The order is not accidental. The leaders pointed out that during the chaos caused by the pandemic, the experiences and well-being of employees must be the most important. Getting them inspired and engaged. Both their mental and physical well-being is crucial as they are the brand's first ambassadors. It is worth listening to how they want the brand to react to the crisis. After all, they built it. Employee - brand ambassador.
Companies that were not afraid to send specific messages to their employees are an example of how the way of communicating can affect the morale of the crew. You have to realize that internal communication is as important as external communication. It helps to suppress unwanted gossip, show support to employees. It can become a very powerful bonding tool between your people and fortify them to fight together.
Marketing communication and brand promise
Crisis situation is a time to strengthen and promote a positive brand message. The company must not only maintain its status quo, but even strengthen its brand promise. It's important to communicate using the right channels - social media, press releases, etc. Good reputation is an essential part of doing business. Therefore, the brand message should provide authentic and active dialogue. One that engages and empowers stakeholders. A brand needs to tell authentic and compelling stories to increase customer confidence in the products and services that ultimately fuel business growth when demand starts to rise again.
The pandemic has made the actions that have been effective so far require rethinking. Also, marketing communication today requires better anticipation and understanding of consumer behavior than before. However, you don't have to be alone in this. Contact us - PR agency Commplace is a team of experts. Together, we will turn the ongoing crisis into an opportunity.