Are we Face(d) Off?

In times of crisis, communication is key. Key for people to understand what is going on, key to help them understand their role in the crisis and support others through the crisis. We all know how essential communication has been, both in our professional and personal lives over the last year, to keep our businesses going and most importantly to keep us sane.

The way we communicate rapidly changed overnight. Those who preferred face-to-face have had to resort to Teams, Zoom or FaceTime, those who don’t, have still been forced into a square box on a screen. We have planned work projects, celebrated births and birthdays, virtually waved at long lost family and friends and played quiz after quiz in our split screens.

However, have we come to the point of being Face(d) Off?

One colleague that I was in a virtual meeting with this week commented how although we are all “Teamed-out”, it was so much easy to get hold of people virtually than face-to-face. Yet, as we nodded and stared at his reflection on the screen, I suddenly missed the 3D of seeing someone in real life. In another (virtual) meeting later in the day, another colleague mentioned how hard it is to have real engagement with larger audiences online who are probably reading emails, working on another document, even answering the door, while on the call. This is something echoed by my lecturer friend who said some students are ticking off their attendance but zoning out as soon as they zone in.

So how do we solve the communication challenge we have found ourselves in?

As with all communications, it goes back to thinking about audience, messaging and platform. So, a one-to-one chat about a project? Maybe pick the phone up and talk without the pressure of a Teams call. Need to address a larger group? Maybe think about virtual conference facilities, breakout groups that split the messaging up and some videos in Sharepoint for later. Need a team update? Maybe look to do a walk and talk if close by or if not, a walk and FaceTime talk.

Breaking up the way we talk to people to make ourselves heard is more important than ever when our options are limited and our audience is tired. Making sure we don’t have communication ennui is key, but not as key as making sure we continue to communicate and be heard.

Content and the importance of thinking it through

In the second of our vlogs we talk about having a content strategy and why content needs real thought behind it.

The Art of Communications

Here in the first of a number of vlogs we talk about why we believe organisations not only need a robust communication strategy but ensure that their strategy is focused and targeted to their audiences.

The Why, Where, and When of Messaging

We then take a look at what activity is happening both internally within their organisations and externally within their marketplaces and the world at large before planning their comms strategy. We are not political at Antelope but think the last six months have shown how important messaging is and how easy it is to get it wrong.

1. Think why?

Before starting planning your brand messaging campaign, it’s always good to go back to the why? Why do you want to talk to your customers? Why should they listen to you? Ensure you not only answer the first question but also the second one. So, you might want to talk to your audiences as you are launching a new product. But, why should they be interested in listening to you? Your messaging needs to explain to your target customer how your product will improve or enhance their life.

2. Think where?

Planning where your messaging is going to reach your audiences is as important as what you are going to say. There is no point talking to a metaphoric brick wall. So, if your campaign is going as far and wide as newspapers to socials, think how it might look and read on both.

3. Think when?

We all know people who bounce out of bed, have done their exercise class by 6am and are raring to go by 8am and others who get up at noon and work through until the early hours. Launching a morning chorus to the late risers is a recipe for disaster while late night breaking news to the early larks is likely to be as successful as launching a lead balloon. Understanding when people are receptive to messaging is key. Likewise, if a major crisis has just happened in your industry, launching a comic advertising campaign will seem insensitive at the best, damn right cruel at the worst. Like with the why think about what is happening in your target audiences’ lives and pick your timing well.

4. Make it clear

If the recent memes around the government campaign show anything it is the need for a clear message. The ‘stay alert’ campaign brought out a hoard of naysayers including author J.K. Rowling who commented, on her twitter account “Is Coronavirus sneaking around in a fake moustache and glasses? If we drop our guard, will it slip us a Micky Finn? What the hell is ‘stay alert’ supposed to mean? pic.twitter.com/8cUmAVBVL7 — J.K. Rowling (@jk_rowling) May 9, 2020.

5. Make it simple

Clarity and simplicity go hand-in-hand and as many copywriters have found over the years a bold statement often makes more of an impact that realms of words. Nike’s ‘Just Do It’ or Mastercard’s ‘There are some things money can’t buy. For everything else there’s Mastercard’ are simple statements that conveyed so much more.

In our fragmented world, exacerbated by many of us staying home more to work and play, communication is more important than ever before. However, bad communication, like bad news, will never help covert customers and help build your brand. Understanding how you speak to your customers, and when and what is appropriate is more important than ever.

Purpose is the seam that threads the fabric of our organisations

What the recent pandemic has meant for many of us on a personal level is rethink our purpose and priorities. For some of us, this has been thrust upon us through job retention schemes or job losses. For others, it has been alongside maintaining a level of normality. However, the change has happened, there is no doubt that a new beginning is about to start and this in turn, allows us to rethink the way we work and live.

For many in marketing, grasping this opportunity for your brand, product or service will be essential. It won’t be about moving away from what you stand for, and your mission and values, but it will be about contemplation of the old and examining it to see if there are better ways of working, what really is crucial to your business, what you can take out and what needs to be put back in.

I ran a workshop a few years ago with a group of colleagues about future planning. We adapted a business principle that showed how to move forward you need to think about what your business could keep, what it needs to lose and what it needs to gain. Simple questions but often hard to answer. The financial uncertainty for many of us has allowed us to think about what we possibly can lose and give us a reason to make the decision to live without. However, what about the what we need to keep and what about what we need to gain?

It all goes back to our purpose in our organisation. Is our purpose aligned with our market and our customer? Are we communicating to that customer in a voice that they will understand and with language that engages them? And if so, are we offering them something that can add value to their purpose?

The last few months have seen many groups who know their purpose, and their target audience find their voice and purposely stride forward in their communications – from Black Lives Matters to #MeToo. What they both share is that they know what they don’t need anymore (an unfair society) and they know what they will gain (a fairer one).

Purpose is the seam that unites the fabric of our organisations. We need to ensure that we thread this through what we do, how we do it and who does it. This is the time to ensure your purpose is on point and readjust your business if it isn’t.

Photo by Ross Findon on Unsplash

The How, Who and What of marketing in a crisis

We are now in Week Six of lockdown and for many of us - both here at Antelope and in parallel lives across the world, we are all trying to get used to this new norm that has been thrust upon us. From working from home to home schooling, from virtual meetings to virtual bingo nights and from appreciating our one daily exercise to our one shop for food essentials.

For many in the business world, there is the fine line between balancing the welfare of their team - both healthwise and financially - with that of their organisation. The financial administration of dealing with furloughing staff and investigating other government support packages during this time can be a full time job in itself, let alone thinking about the sales pipeline and how you are going to generate new business for the future.

One of the most frequent discussions we have been having with our clients is how to market and when to start marketing again in these times? Having never experienced life as we are now, no-one has written the rulebook. Although different clients feel comfortable marketing to their customers at different times, one thing we are advising is that it is more important than ever for companies to communicate with their audiences. However, what to communicate, who communicates it and how we communicate is key.

The What?

What to communicate and whether to incorporate sales messages has been the biggest dilemma. Many feel it isn’t the time to sell directly when customers have so many other things on their minds. However, others feel that customers understand the need to keep the sales wheel moving and momentum in the market and the economy. We believe that now is the time to show how your services and products solve a problem or a challenge that these strange times have created. This could mean having to adapt your product or service to become a solution – so for restaurants this means home deliveries or providing the ingredients for those to cook from home; for hair salons selling products and YouTube videos on how to home dye your hair. For others in the B2B service industry it is about how your expertise and knowledge can support clients during these challenging times. The key is being flexible and thinking about your clients – what are they experiencing, what will be different and how can you help?

The Who?

The who also becomes more important when crises hit. For some messages that might outline your corporate stance – whether that be what you are doing to help key workers or how you are closing your stores but providing more of an online offering – it might be more appropriate for your CEO or MD to be talking to your audience. For other messages – an invite to a virtual coffee – your account handler. However, it is also worth thinking about those who might have been talking to your customers who might not be now – those who are furloughed or out of the business. Are you picking up their clients and explaining why their normal contact isn’t in contact with them. Likewise, having an internal voice with an appropriate spokesperson to ensure all your team knows who is responsible for different elements of the business at this time is essential for the smooth running of any organisation.

The How?

The how is probably the most important part of the puzzle when it comes to your communications strategy. Firstly, ensuring you have the timing right – so that team members hear first from a senior manager rather than on the grapevine, and that customers are communicated with in a timely way before hearsay hits. Customer communication and internal communication need to be aligned with strategic messages agreed across the board and then tailored for the appropriate audiences. Then think about how you reach out to these audiences and disseminate the information – use familiar channels such as socials, websites, emails, and of course, call clients, but remember that times are different and response rates might be lower, timing slower and factor this into communications. It is also worth thinking about engagement. With the situation changing day-on-day in certain industries, communication can be extensive. Ensuring your email isn’t the one that gets automatically deleted before it is even opened means communicating with variety – so maybe video one week with a thought leadership piece on socials, an email the next with a web story.

How companies react during this time and how honest and transparent they have been will form long term opinion of their organisation. You only need to look at the criticism around the government’s communication regarding the pandemic – about how their communication hasn’t been clear and honest – to illustrate how important communication needs to be during this time. Those senior management teams who understand this, and have a robust communications strategy tailored to their audiences will be the ones that clients and teams remember on the other side.

Having a responsible voice

Firstly, they are all generating extensive media coverage or as Dorothy Byrne, Head of News and Current Affairs and Channel 4 eloquently articulated recently, “journalists have the tendency to share the same agenda”. Secondly, they are all in some way illustrative of how news stories can be seen as platforms for brands, sometimes with the most damaging consequences.

Let’s take the first point though. If anyone listened to Desert Island Discs featuring Dorothy Byrne, who has been a journalist for over four decades and whose accolades include the Outstanding Contribution Award at Royal Television Society Journalism Awards, they would know she knows her stuff when it comes to journalism. Her acknowledgement that news desks often have one agenda and pursue the story relentless hits at a time when we have just seen the awful repercussions of the media hounding TV presenter, Caroline Flack, and the Duke and Duchess of Sussex deciding to step down from royal life following an on-going pursuit from the tabloids. In Oct 19 they issued this warning:

“As a couple, we believe in media freedom and objective, truthful reporting. We regard it as a cornerstone of democracy and in the current state of the world – on every level – we have never needed responsible media more. Unfortunately, my wife has become one of the latest victims of a British tabloid press that wages campaigns against individuals with no thought to the consequences – a ruthless campaign that has escalated over the past year, throughout her pregnancy and while raising our newborn son. There is a human cost to this relentless propaganda, specifically when it is knowingly false and malicious, and though we have continued to put on a brave face – as so many of you can relate to – I cannot begin to describe how painful it has been. Because in today’s digital age, press fabrications are repurposed as truth across the globe. One day’s coverage is no longer tomorrow’s chip-paper.”

Tabloid journalism and some of those on social media seem to have entered an era of “one story rules” where they feed the fire until it destroys not only its own surroundings but burns the forest down.

However, what is interesting is the second thing that all these stories have in common. That deep behind the story are the misguided brands who only see the glory in the column inches. So, from the obvious linking to Easter from chocolate manufacturers to holiday companies tempting with Easter breaks, to those looking to stockpiling masks ready for the onslaught of Coronavirus.

The latest blogger excused of making the most out of a news story was b/vlogger Simon Hooper, aka fatherofdaughters who posted a sponsored ad on his account on International Women’s Day below:

“#AD - I wouldn't be the person I am today without the love & support of the strong, intelligent, thoughtful, caring & resilient women I've been lucky enough to come across in my life. So tomorrow I'll celebrating International Women's day to salute all the incredible women that have been there to guide me and the 4 special girls whom I'm privileged enough to have call me Daddy. The 4 girls who I now get to encourage and empower to achieve their goals and be what they want to be. And that's what @AXA_UK wants to do too. AXA have been there for my family when it counts and helped us to stay healthy to chase our dreams. They know the importance of telling women and men alike that self-belief drives every journey and that every child should #KnowYouCan , so to be sure to build up their confidence, please click on the link in my bio to listen to the remastered version of 'I Can' song by Nas and feel empowered. So put it on repeat and know that you're capable of making a difference. #Eachforequal #IWD2020 #fatherofdaughters #dadlife #fod”

The backlash was instant – both on the comments on his Instagram feed as well as others social platforms. And of course, for Duke and Duchess of Sussex, the debate rages about how much money they will continue to make or will need to be spent on them even when they have stepped down from their official duties.

Having a voice and using it wisely has always been part of our ethos here at Antelope. Brands need to understand the difference between having a voice and creating noise. Yes of course there might be times when you inject fun into a brand but using your brand voice in a responsible, genuine way is key to attracting and retaining customers. As social media and the internet allows us to have access to more opinion, information and transparency, it is more important than ever to ensure that what we say and what we do stack up. Ensuring that we are genuine means sometimes not being part of the discussion, when the discussion isn’t relevant to you.

Making the most about what you stand for, what sets you apart and what makes you different to your competitors is important to communicate. However, when and how you say that is more important than being one of the crowd.

Jumping on the B(r)and wagon

At Antelope, we have worked with brands for years looking for opportunities to raise awareness, bring credibility and consideration to their markets and try to convert this consideration into purchase. What lessons have we learned and does it make sense to try and get your share of voice in the seasonal calendar of content?

Well we are going to sit on the fence here. For some brands we truly believe that seasonal opportunities are just that - great opportunities to raise awareness and bring your brand or product to the fore. For others, it really isn’t worth the effort to attempt to cut through the noise created by an awareness day, Valentine’s Day or any other event already pitched on the annual calendar. Of course, it all goes back to being genuine and what you and your brand stands for. If you really are about romance and love, then of course not maximising that over Valentine’s Day would be crazy. If you are fixing cars, or hand santiser, then really stop and think.

Does the day really match your brand values? If not, step away from the content calendar for a day or so. Of course, if your values are genuinely aligned to the seasonal stars, then you need to be creative. Those who win the war of the words, or manage to go viral with the YouTube videos, are the ones that can engage and touch the most people. So just highlighting your heart shaped chocolates as a Valentine plug, might be raising awareness, but not really giving anyone a reason to choose your product over another this Valentine’s Day.

However, using your window to display love letters if you are a florist is a fun and personalised way to spread the love at Valentine’s Day. Likewise, Virgin Trains “Love Carriage” for speed dating - although we are not sure that trains are really that romantic - is fun and definitely can distract from that boring journey.

Breaking up the noise around what we see and hear everyday is tough. Making the noise sweet music to the ears of your customers, and potential customers, is the aim. If you can make a day or an event where that noise becomes a theme tune for your brand, you really have cracked it.

Christmas Cheer

Activist branding or social conscience marketing is predicted to be one of the biggest trends for 2020 . As we become a more caring and socially aware society, what brands are doing to help their communities and environment, what social value they are adding is top of the consumer agenda. As I write this the politicians are debating their values, shouting about their manifestos and trying to get as many crosses at the ballot boxes. And what is it they are shouting about? Environment issues, austerity, the need to properly fund mental health, the plight of the elderly, the NHS crisis, the lack of affordable and social housing – all elements that are close to the British public’s hearts. It is no surprise therefore that brands are reflecting their value bases and their sense of purpose to attract and retain their customer base.

To be overtly commercial is no longer cool. To be a brand that has a reason to exist has far more layers to attract the customer.

So, how do brands integrate their social conscious into their marketing strategy?

1. It needs to be genuine and relevant. Look to your target audiences and understand what causes they support. So, supporting an animal protection charity might be great if your brand is targeted at those with pets. Or if you sell women’s clothing then fashion mainly targeted at women, then women’s health is a great place to start. You get the idea.

2. Make it real. Brands who talk about their environmental purpose and then whose supply chain pollute rivers in India are not going to be taken seriously.

3. Be careful how you promote your purpose. Sanctimonious marketing and being seen to do good can come across negatively rather than positively.

4. Be consistent. If you have selected a charitable cause to partner as your brand values match theirs then it is worth sticking with it for a while. Not only will it take time to raise awareness of your association with the cause, but it might also take a while to raise funds for that cause.

5. And finally, involve your audience. If customers like the fact that your brand has a social conscience, they are likely to have one too. Encourage them to get involved with your fundraising or your awareness campaign. By rallying your brand troops you are creating an army of followers, not only for the charity but for your brand too.

Image by Jackie Ramirez from Pixabay

How to stop the block when it comes to content

Content is a funny thing. The description itself suggests that it exists and has meaning, yet in the comms world it often means that people are looking to create it in order to give their brands meaning.

Finding regular interesting and engaging content is a hard task. Ensuring it is on point professionally and yet not too salesy for your audience is a thin line.

At Antelope, we have been writing content for over 25 years and definitely weathered a few content droughts and occasionally the odd storm or two. When the content creator dries up we go back to a number of key simple principles…

1. What are the benefits our client’s brand, product or service offers to its audiences?

2. How do we tell those benefits to the audience in way to engage them?

3. Why should their customers really be bothered?

4. Is it the right time to tell them about it?

5. When did we last talk to them?

Tell me more…

To really write copy that brings your audience closer to your brand, you need to think like your customer, walk in their shoes and see their interaction with your brand through their eyes. Only then can you really explain to them how the product or service you are talking about can help them. This is where tailored messaging is key and your audience segmentation crucial. So, talk to the young parents about the crèche facilities at the museum you are promoting and how it supports the foundation stage of education. Tell the 15 and 16 year olds about how the museum’s archives can bring them real life experiences of the period they are studying in GCSE History and give the veteran serviceman the opportunity to share his experiences on the front line with a collaborative content post.

What’s the story?

Good content supports brand awareness, seeks to drive advocacy and ultimately aligns with sales. To do this you need to tell your audience a story not write a piece of sales collateral. Weave your key messages and points of difference into your storytelling, but find a story to engage them and then use that as a bridge to tell them about your company, brand or product.

Me? Bothered?

Give your audience a reason to care. This could be by telling them how you could improve their lives or through your purpose as an organisation. Showing your values and what you stand for allow your customers to align their values with yours, building brand advocacy and ambassadors.

Get your timing right

Like any communication, pick your timing. We all know how that responses to questions are often dependent on what else we are doing at that particular time, how we feel and what else is happening around us. Trying to have a serious conversation with your partner as they are on the way up to bed is never going to generate a positive response. Launching a brand new product the day of a general election is never going to get you headline news. Schedule ahead and be flexible in your communications.

When did we last talk?

Remember to talk regularly to your audience. Not being in touch for months then sending a friendly sales message into the ether is not going to produce the best results. Communication is part of a relationship and you need to build this over time. Likewise, one sided chatter – whether digitally through email or sending a mailer – without a response can be a sign that maybe it’s time to say Goodbye for now.

Getting your content relevant can be the difference between making a potential customer aware of your brand or turning them off for good. It’s worth weathering the storm to get it right.

Pix credit: Jo Szczepanska on Unsplash