Our president Jay Friedman shared with Ad Age how brands can recover and evolve after COVID-19 and grow and be stronger and better for all they serve. The key, he says, is going beyond shareholders and focusing returns on these three stakeholders to promote long-term recovery and sustainability.
When the pandemic swept through the United States, everything came to a stop; everything ultimately changed. That’s why now more than ever, how you communicate with customers and prospects is so important. Drop the tone-deaf hard-sell, “buy here, buy now” mantra. Instead, go with messaging that benefits the consumer, and make it suitable for the context in which it’s placed.
Which brands are communicating well in the midst of COVID-19? Jay says Zillow and Hotels.com are good examples. Zillow gets to the heart of how we’re all feeling about our homes these days with its current tagline, “Now is the time you recognize how important your home is.” And Hotels.com pivoted well when it recently changed its tagline from “Be There. Do That. Get Rewarded.” to “Just Stay Home,” to promote social distancing efforts. Jay believes it’s the small, strategic changes, such as adjusting your messaging, that show consumers you’re listening, and you care.