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What’s Your Messaging Strategy During a Pandemic?
CSSI Staff Post - May 13, 2020
The onset of COVID-19 has forced brands to take a look at their current communications programs and consider if their messaging strategy is appropriate based on what is happening in the industry. As restaurants have been forced to close, many have moved into survival mode. Commercial operators are cutting staff, pivoting to take out (if possible) and even closing their doors. Non-commercial has its own set of issues, including labor shortages, school closings and shelter-in-place orders that, with the exception of healthcare, have resulted in shutdowns across many channels.
It’s critical that brands review their messaging strategy and revise to meet the immediate needs of operators in this situation.
Why is it important to continue communicating with customers during a crisis?
Although operators’ minds are elsewhere at the moment, adjusting to their new situation has most likely revealed new issues for them to solve. It’s important that brands communicate empathy and show support for the current situation in an authentic way. Phone calls and/or virtual meetings with customers to show support are appreciated and give brands an opportunity to demonstrate thought leadership and offer of-the-minute solutions. Messaging communicated on a broader basis should do the same, keeping your brand top of mind.
That said, brands must be more conscientious of the operator’s mindset during and post COVID-19. Adjusting what may have been a hard sell—a very product-focused approach—to more of a consultative, solutions-based sell may resonate better with operators today and in the future.
What are some tips for shifting brand messaging to be relevant during COVID-19?
It is important to think about creating a communication plan as a phased approach. Think about messaging that will resonate as the situation unfolds and into recovery. What a customer needs to hear now may differ once we get back to “normal.” Start by assessing your current program and make note of tactics (ads, social posts, etc.) that will need reconsideration.
Think about the following when re-crafting your plan:
- Ensure your message is empathetic and supportive of the situation
- Avoid messaging that comes off as pushy or opportunistic
- Prioritize channels that you can immediately impact
- Consider platforms that allow you to get your message out quickly—social, digital, etc.
As we move into recovery, consider how you can adapt your messaging to address new and emerging needs. Your products’ value propositions may be different or require revisions based on how your customers will have to conduct their business.
Moving forward, consider the following:
- Promote solutions to address new operator pain points: takeout & delivery, labor, safety, etc.
- Take a channel approach, as needs and recovery rates will be different
We Can Help
CSSI specializes in marketing strategy and communications designed to meet the needs of the foodservice industry. Our team is in constant contact with operators, so if you’re looking for an agency partner to help shape your message, give us a call.
Sue Marcheschi
Account Director
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