How We Have Been Helping Our Clients Pivot Their Messaging During The Pandemic

When the COVID-19 pandemic started, we jumped into action to help our clients pivot their messaging and adapt to an unpredictable business landscape that was changing rapidly.

While it would have been very easy to admit defeat and just wait it out, we were determined to make the best of the situation and use it as a chance to do better.

Our advice to clients was to use the lockdown and the resulting downtime in what would normally be the busiest time of the year to think about the brand that they really want to be in the long-term. The truth is that the world has changed dramatically, and probably forever. Consumer priorities and habits have changed. Brands now need to figure out how they can best engage with their audience while being sensitive to ongoing events. By that, we don’t mean shoving COVID-19 down everyone’s throats. While of course that is important and it cannot be ignored, what we mean is that brands now need to adapt their image and messaging to be more empathetic, genuine, and human.

It has also been a fantastic opportunity to grow audiences and increase reach, with so many people stuck at home scrolling through social media and reading online articles. We ramped up the efforts to increase our clients’ brand awareness through targeted pitching, getting them in front of all these new people who perhaps they wouldn’t have had access to under normal circumstances.

We saw really smart businesses adapting their products to provide what people need right now - think Louis Vuitton making hand sanitizer! We helped our clients figure out what they can do to help people, or define how what they already provide responds to their needs.

A perfect example of this is a subscription box that we helped launch at the very beginning of the pandemic, The Women’s Collective Box. The product already has a beautiful story behind it. Created by an entrepreneurial mother of three, it contains gorgeous self-care items made by women-owned businesses such as candles, jewelry, and skincare, with 5% of all proceeds going towards supporting up-and-coming female entrepreneurs. We started pitching with the conscious shopping and female empowerment angle in mind, but with the arrival of the pandemic, we switched gears. While also supporting small businesses at a time when it was more important than ever, we realized that this is a product that would really brighten someone’s day. We focused on how the box could provide a lot of happiness to people who were struggling during the pandemic, either by receiving it as a gift or purchasing it for themselves, and that became our new story.

Are you a business owner who isn’t sure how to adapt your brand to a post-COVID-19 marketplace? We can help. Book a free consultation with us today to discuss your needs.