What's your Coronavirus message?
Updated: Mar 23, 2020
Are you being overwhelmed with businesses communicating about coronavirus? Me too.
And, as you've probably noticed, most of their messages are irrelevant.
I keep seeing cafes saying "we’re still open for business but practising hygiene"... Well, you serve food, so I should hope hygiene isn't a new concept...
Yesterday I read a great article about virtue signalling during the COVID-19 pandemic. In short, it said to avoid spamming your audience with coronavirus messages for no reason. Make sure you have something worthwhile to say.
Here are 5 messages you can send this week that give value to your customers:
1. We’re offering services in a new way
Many businesses, especially hospitality, retail and tourism, are greatly suffering from the coronavirus pandemic. People are scared to leave their homes except to purchase necessities.
So, what are you doing as an alternate way to offer your product or service? Let people know, so they can continue buying from you as usual!
You might be:
Changing your service to an online format (i.e. video calls, YouTube)
Encouraging online orders and delivery
Allowing takeaway for foods
Promoting gift cards for use in future
Offering discounts and deals
Send out emails and post on social media to make sure people know of any changes. Even call your regular, loyal customers if possible! Keep your audience happy and continue building a great relationship with them during this time.
2. We’re helping the community by…
Are you offering your services to help during the crisis? This is a great way to get some good PR.
This week, Facebook announced they're donating to help small businesses affected by the crisis. It's a great way to give back to the many businesses advertising on their platform.
In the USA, several companies are offering free Wi-Fi to students who now need to complete their courses online. By essentially offering a free trial, people are more likely to stay with the provider once the pandemic is over (if they're happy with the service!).
If you're a small business, you can offer your services or products free or discounted to help the community. Tell your audience what you're doing to help during the crisis. Be a true community business, and the community will support you back.
3. You can help us by…
Look at how your business is suffering, and how loyal customers can help.
What can your business ask its customers for? It could be as simple as asking people to like your posts and share your social pages.
If you run a restaurant and it's closing, will your regulars help to keep their favourite place to eat open? Don’t be afraid to send out a plea for people to buy gift cards they can use later.
Don't try to hide things from your audience at this time. If business is bad, be honest. If someone in your staff has contracted the virus, or someone with the virus has been to your establishment/office, make it clear.
This should be a value your business always follows, but it's especially important through the pandemic. Anything that may affect your business and customers should be shared. Just make sure to write positively, and show that you're actively fixing any problems.
People will respond better to your openness than if you were to cover it up and have it come out later. Control your message, so it doesn’t turn into a scandal!
5. Create (tasteful) memes
Light-hearted messages are being very well received at the moment. Businesses are launching campaigns on '20 seconds of hand washing', the funny ways employees are struggling to work from home, or even the toilet paper shortage.
Just make sure your messages are inoffensive and don't make light of people suffering from the virus.
What can your business do to provide a positive message? And how can you make it engaging, in the hopes it goes viral?
As a final note, be careful.
Pull any marketing campaigns that could in any way relate back to COVID-19 in a bad way. KFC stopped its ‘finger-lickin’ good’ campaigns after health professionals said to avoid touching your face. They can bring back the campaign in a few months' time, but for now it would be seen as distasteful. Is your marketing sensitive to the pandemic?
Need more help? Email me for a free 30 minute consultation to help with your marketing through coronavirus. Only until March 31!