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At the beginning of this year, very few could imagine that the COVID-19 episode that started in the Chinese city of Wuhan would change not only our personal relationships, but also rules that seemed immovable within the business environment. Beyond the telecommuting boom, the pandemic has also accelerated the digital transformation of organizations, as well as the way they manage sales and engage with their audience. Now, how should we communicate in times of coronavirus?
In addition to being manufacturers of LED displays for advertising for almost two decades, at Visual Led we also have the collaboration of advertisers who help our clients in the creation of effective campaigns, based on text, static images and videos. Therefore, today we want to share with you some of the keys so that you get the most out of this resource, adapting your corporate messages to the characteristics of these unusual months.
Complexity demands clarity
SARS-CoV-2, PCR, antigen test, seroprevalence, R rate … Since the detection of the first infected cases, we have been forced to learn a long list of acronyms and complex medical concepts. And although the records of Internet search engines, such as Google, leave no doubt about the interest they arouse, these terms are not always easy to assimilate.
Therefore, if your company launches announcements and messages related to the pandemic, make sure to always use the simplest words – yes, without sacrificing rigor – and to use a tone that is understandable to any type of audience. Therefore, if you have an LED screen for hospitals or clinics and want to communicate something related to the pandemic, avoid technicalities or medical language. You will thus achieve a more affordable and close communication, which will have more possibilities of impacting patients and their companions.
Another strategy to improve understanding is to round up data and numbers, since our brain memorizes them better that way. In the same way, it is also necessary to avoid mentioning higher and complex numbers, since, according to the experts in neuropsychology, they are more difficult to process because they are removed from our daily experience. Another tip would be to prioritize the graphic aspect over the text, which favors the memorization of the messages.
Bet on transparency
While the news we have received since last March is not encouraging, organizations must remain honest with consumers. The public not only demands to know the truth about the current situation, but they have the right to know what implications the COVID-19 outbreak will have on their relationship with a certain brand. For example, if customer service hours will vary, if an appointment must be made before visiting the establishment, if some services will be restricted, what security protocols have been adopted, both on the premises and in shipments via the Internet , etc. Even if the company is going to continue to function normally (and, if not, what limitations will apply to its activity).
With this in mind, we recommend that you use indoor and outdoor advertising media to communicate the changes in care and service that the new coronavirus has brought, and extend it to the Internet, both on your website and in your profiles on social networks and in Google MyBusiness, for an even greater diffusion. If you think that these changes may be a setback for your customers and followers, do not hesitate to apologize and remember that the measures adopted are aimed at ensuring their health and that of the company’s employees.
In order to apply all this, transparent and multichannel communication in times of coronavirus is one of the best strategies to ensure a good user experience despite difficulties.
Make an effort to always give truthful information
It is no secret to anyone that the information bombardment we are exposed to is increasing, especially when it comes to news that has to do with health and the economy. And, since these are spread faster and faster, it is increasingly difficult not only to publish them in real time, but also to verify their veracity.
Our advice is don’t get obsessed with being the first to break the news. Unless you are a media outlet, your audience will not expect a scoop from you, but reliable information adjusted to reality. To do this, share simple and verified information about the immediate impact that COVID-19 has on your organization and your customers. This will be much more useful than echoing speculations that can cause frustration (for example, announcing a promotion when it is not yet known if the business will be able to operate on the date in question).
Always keep your communications and announcements updated
Considering how volatile the current situation is, you may need to modify some of your ads frequently. Try to edit your communications regularly, so that customers know if your business is open and what services you can provide them in each time slot. You should also modify your advertising campaigns if the availability of a specific product or service is affected by increased demand or distribution problems.
This will be very easy for you with Visual Led professional LED displays, since you will be able to update your advertising content at the moment, from where you want and when you want, only with a device with Wi-Fi connection.
Also, if your company sells products to other countries even more affected by the virus, consider the option of redirecting your advertising budget towards other markets.
Use a positive tone in your messages
Did you know that, in Mandarin, the word crisis is translated as 危机 (‘wēijī’), which is made up of two words that mean ‘danger’ and ‘opportunity’? For this reason, and although we will not be the ones to minimize the impact of the pandemic from the economic health point of view, it is our responsibility as entrepreneurs not to focus only on the worst of this stage.
Resorting to concepts such as bad, complaint, concern, problem, conflict, impossible or error will only contribute to further undermine the mood of your audience, probably already very touched by the uncertainty that surrounds us. There are many ways to express the same positive message. Here is a sample: what do you think a customer will like the most: reading that a store will be closed indefinitely or that it will continue to provide service through the Internet or by phone while these measures last to guarantee everyone’s health? As you can see, betting on positive and constructive communication is also within your reach.
Be customer-centric (even more)
Although we must never stop cultivating the brand image, branding must be put at the service of users. The decision to place the customer at the center (customer-centric) of the business strategy must be more present than ever. Many people feel especially vulnerable as a result of the pandemic, especially in terms of their physical and emotional health – probably affected by confinements and other restrictions on mobility and their leisure options – but also a work and economic situation sometimes uncertain.
For this reason, it is necessary for the company to care even more about consumers, offering them facilities and services that respond to the current scenario. The possibilities are enormous: products or services designed for the limitations of these days, discounts and promotions to launch an oxygen balloon for those who have seen their income reduced; gifts, more facilities in sending items home, installment payments, etc.
Do you have questions about your communication strategy in times of COVID-19, and want to know how LED displays can help you carry it out effectively? If so, call us at (+44) 203 769 5276, send us an e-mail to comercial@visualled.com or fill out our contact form. We will attend you as soon as possible.
