Covid-19 caught not only states and healthcare systems, but also companies and brands unprepared. Companies and brands struggled a lot to determine their communication strategies during the early weeks of the pandemic. Confusion in determining strategy led to a variety of communication approaches ranging from keeping quiet to pushing products unprecedentedly. But, what kind of communication strategy should be pursued in such a multi-crisis period?
Before moving on to the communication model we developed as FITMINDS, let us state the basic approach underlying the model.
Most of the countries failed in two aspects:
- Healthcare: Countries could not respond to pandemic fast and effectively.
- Economy: Proposed method to fight Covid-19, which is social isolation/distancing, increased poverty, and unemployment.
Therefore, individuals feel a lack of confidence and hope.
This is the point where brands/companies can make their existence meaningful by supporting individuals and institutions to fill the emerging confidence and hope gap.
The CEAN communication model underlines four basic approaches to fill the emerging confidence and hope gap: considerate, expert, affectionate, and natural.
1. Considerate
Offer help. Real help. We do not say “Help” but “Offer help”. It may not be possible to help your customers, which is understandable. However, even asking if they need help may be the biggest support you can give to your customers during this period. Therefore, do not create enormous performance pressure on yourself and push yourself into inertia. Think simple and start with small steps.
Focus on your customers’ current needs. As brands converge functionally, marketing and communication strategies have shifted towards sophisticated needs. Ice cream does not only cool anymore, it gives pleasure; clothes do not only dress, add style; cars do not only carry, they offer status. However, this is not the right period for that. We went down quite a bit in Maslow’s hierarchy of needs. Therefore, you should focus on the basic needs of your customers, not your brand’s sophisticated offerings.
Communicate at the appropriate time. In stress-intensive periods, communication that you will establish in a timeless manner can quickly turn your customers’ feelings towards your brand into negative. Of course, the most risk-free way is your customers contacting you. So, you can start by explaining that you are easily accessible.
2. Expert
Inform your customers mainly about your brand’s category. “How the category has been impacted by Covid-19” or “precautions to be taken while using your service” will both help your customer and support the perception of being an expert in your brand’s field. Do not enter areas of knowledge that you are not expert of.
Be sure to provide the correct information. The information is updated as the behavior pattern of the virus is better understood day by day. You may have to revise what you told a week ago. Therefore, be sure to provide the most accurate information, and if there is a change in the information you have provided in the past, update it accordingly.
Deliver the right information fast. It is a race against time. Be as fast as you can.
3. Affectionate
Share promising stories. All negative information is quickly shared everywhere. Bad news travels fast but there are things that are positive in life even in this period. Build your communication on these positive stories.
Contribute to social solidarity. Social isolation creates loneliness by definition. Currently, it is good for everyone to know that s/he is not alone. Use the language of solidarity and make people feel that they are not alone.
Be understanding about questions and reactions. Your customers are stressed like you. Prepare those who communicate on behalf of your brand to respond to your customers with understanding.
4. Natural
Reduce the corporate tone in your communication. We want our brands to emotionally connect with customers. This period is a very suitable period for this. However, it is not enough for customers to have emotions to achieve emotional bonding. Brands should have feelings, too.
Be friendly. Tell your intention. Accept if you have made a mistake, apologize, and try to compensate for your mistake. If you do not know what to do, ask your customers.
Be realistic. When doing all this, consider your limits, the limits created by the situation. Make sure you do not fall into heroic language.
The model developed by FITMINDS will help you clarify your brand communication. Contact us to request a presentation for your company.
