Post COVID-19 Changes in Messaging and Customer Communication
The global pandemic COVID-19 has created an economic turmoil across sectors. The rising number of coronavirus cases have led to lockdown in most countries, adversely affecting business and livelihood. As a result, the manpower and resource crunch has forced many companies to partially or completely stop production and close their facilities to date.
Given the restriction on production, this is an opportune moment for businesses to reassess and redesign their strategy for the post-COVID-19 period. Companies will not only have to relook their objectives and redefine their plan but also redesign their marketing communication. To retain loyal customers, brands must modify their communication to suit the changing demand of the evolved customer.
Their communication should focus on the following factors:
- Fight against COVID-19 – The entire world has come together in the fight against the deadly virus. Companies have joined hands and are undertaking various initiatives for this cause. While some companies have modified their production lines to manufacture PPE kits and masks, hotels have opened their rooms for medical staff or as quarantine centers. Your communication should mention how you contributed in these unprecedented times as customers will favor brands that were on the forefront during the crisis.
- Hygiene factors – It is imperative that brands inform customers of the precautions they are taking while manufacturing, packaging, and delivering the items. The fear of the virus will stay long after a vaccine is found, and brands should be sensitive to this fact. Companies that communicate and assure customers of infection-free and safe products will attract more consumers.
- Product relevance – Many non-essential items have lost their customer base due to the pandemic. The economic slowdown indicates that the customer purchasing pattern will undergo further change and demand for certain products will plummet. Hence, companies should communicate the need for the article to the consumer and explain how it is relevant to them in the post-COVID era. Unless customers are convinced about the usefulness of the product, it will not be picked off the shelf.
- Brand’s USP – This has always been the central theme of marketing communication. Convincing a potential customer why they should choose a certain brand over others has to be the crux of the marketing communication being designed. The brand’s positives and competitive advantage must be leveraged in customer communication.
- Celebration of life – Even after the virus has been eradicated, the global economy will take some time to recover from the trauma. The economic recovery will be a gradual process and general sentiment will be negative. To address this, marketing communication should exude positivity and happiness. The language and images used should be optimistic and colorful, reminding customers to be grateful to be alive and healthy.
The pandemic has changed the world around us and life as we knew it has been transformed irrevocably. Communication experts will have to adapt to this change and alter their own styles accordingly. Attracting customers is going to be difficult in the times to come, but brands that manage to do that will definitely reap its benefits.