The Federal Government today announced a full lock down on Lagos, Abuja and Ogun states for two weeks with effect from 11pm of March 30, 2020.
This lock down should not be a cause for panic, as brands can develop strategies that will keep them on top of the situation and provide leverage for brand visibility. At such a time, the physical structures for business will be inactive; but brands should stay relevant to their target audience through proper communication and socially responsible activities.
The easiest way to develop quality strategies that will help to maintain brand visibility is for organizations to see the lock down as a crisis affecting both the brand and the public. In developing such a strategy, brand managers should take into consideration these essential points:
1. Activate empathy in all communication plans. All contents during this period should be designed to depict the organization as very thoughtful and humane.
2. Ensuring understanding and altruism in developing a Corporate Social Responsibility Plan. Already, if you follow the news, you will observe many top brands embracing this. The brand should be interested in assisting. Providing support to the people should not be a show party; it may not generate an immediate expected outcome but it will help the people, it will make the news, and it will be a reference point.
With this in mind, the following are tips to maintain your brand visibility
- If your budget permits, create a publicity plan built around traditional media (Newspaper, radio and television). With a lot of people at home, some of these channels will be getting some little extra engagement that in previous days. The publicity should strictly address the issue that initiated the lock down like the current Covid-19. For example, a hygiene product brand created a promotional message on proper handwashing method using a Celebrity influencer. Sharing useful information that tie back to the issues will be noted in the minds of the people. You can end such message with the statements such as 'This message is brought to you by Media Range Ltd'.
- Small businesses can organize joint publicity; it gives a unique impression of solidarity as the situation is national.
- Organize a press conference or write a press release.
- The ability to adhere to the law and regulations of the land and the genuine concerns you show for the negative happenings in the country is critical. Inform the press about your company sadness about the current happenings. You can inform the media of your ongoing plans to support the people during the lock down.You can also brief the press on your organization's decision to allow your workers to work from home.
- Develop advert copies in the context of the lock down situation. A soda drink brand recently advised people in an ad to shop necessity, while the shelf and shopping cart conspicuously displayed their brand.
- Go digital. Utilize social media. Join the conversations online. Your creatives should understand that the people are disengaged from their usual activity due to the restriction of movement; therefore, they are impatient and can immediately identify negativity. Copies should be devoid of unnecessary pun, sarcasm and jokes.
- Be nice. Every little thing matters; from sharing meals, airtime or data subscription giveaways, to relevant large projects. For example, a popular logistics and transport service company, donated buses to the National Centre for Disease Control (NCDC) to assist their operations. A financial institution set up a fully-equipped 100-bed intensive care centre at the Onikan Stadium, Lagos to help in the treatment of patients infected with the coronavirus. Small businesses may not be able to implement projects of such magnitude but could share free face masks, hand sanitizers and other sundry items that are relevant.
Generally, brands can work on existing campaigns instead of starting from scratch to be timely. For instance, a financial institution continued their existing payday loan advert during the Covid-19 lock down, with but promoting a new 50% interest rate slash.
I hope these tips will guide you on how to maintain your brand visibility during and after a lockdown.
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