Communication during COVID-19

Communicating during the current COVID-19 pandemic is a difficult task that a lot of marketeers are now facing. The impact is being felt across all industries: Events are cancelled, the marketing teams are working from home and the situation outside is changing on a daily basis. Consumer behaviour is adapting, as well as their expectations regarding communication. People spend a lot of time on their computers and mobile phones resulting in online traffic figures which are growing rapidly. Also, tv consumption is increasing day by day.This means that marketing strategies have to be adapted fast. The battle is now on to maintain a healthy brand during this crisis. But how?

The big discrepancy

We have experienced that a lot of marketeers simply feel uncertain about the way to respond to such a crisis. A large survey (Marketing Week, Econsultancy) found that 55% have postponed or are reviewing ad campaigns, while 60% are cutting or reviewing budgets. In contrast, a global study (by Kantar) showed that only 8% thought brands should stop advertising. How can this discrepancy be explained? Consumers seem to be begging for clear information, while companies seem to decrease the amount of communication. Are marketeers ”freezing” in this crisis? Is this a cry for help? 

What do your customers want?

Customers are desperate for information about your company: they want to be informed about what you are doing. And they will be judging your brand on how appropriately you respond to the COVID-19 crisis, by looking after your staff and help society meet the challenge. Of course, brands have to think about their tone and messaging, and communicate around values, and NEVER come across as trying to exploit the situation. However, halting all communication is not the right thing to do. And yes, in some situations, cancelling the budget, IS the right way to react, think of some outdoor advertising while the streets are empty, sponsorships while sport events are cancelled, or launching a product while distribution is not possible due to the crisis. Other communications should continue, as brands can be harmed when companies decide to stop advertising in the long term. So they need to come to a solution. Not only for the sake of the health of the company and its brands. This pandemic also seriously threatens financial health globally, so the message for companies with communication budgets: keep supporting the economy.

What does Mills offer?

Mills advises to continue your campaign but adjust it to the current situation. We are offering all clients an outsider’s communication viewpoint on how to handle business during COVID-19. We can support you in crisis communication, writing press releases in the right tone-of-voice, offering translation services and setting-up (digital) interviews with the press. Next to that, we will make sure you reach the target audience with communication channels that are most likely to be consumed by your audience: we can adapt the current media planning, and switch to digital channels like advertorials or banners in newsletters or on industry websites. But also, as businesses are having staff shortage, we can assist in DTP-services, or discuss with your team in a brainstorm session. Just ask for help, we are here to assist you. All working from our home offices, but more ready than ever. 

Let's do this. Together.