During this worldwide COVID-19 scare, social distancing measures are put in place. Sometimes, we can treat disaster and triumph as two sides of the same coin. Instead of bemoaning this unwelcome change of getting “stuck at home”, we can spin a positive angle on this solitary affair by working peacefully on projects without distractions. One productive way of using this time is to pick up a new language.
These are the most important languages in the 21st century.
We are all fluent in English. My second language is Chinese. I’m hoping to be at least trilingual or quadrilingual in my lifetime. I feel like learning a new language opens up a exciting new world.
It takes approximately only 23 to 24 weeks to learn languages closet to English. I have decided to learn something more exotic like Norwegian even though it doesn’t fall into the top 10 languages as Norway has a population of only 5 million.
If you learn 1000 commonly used words, you can comprehend 90% of conversations. An additional 1000 to 2000 only marginally increases comprehension.
I do hope to learn Spanish and Korean after mastering Norwegian. Spanish because it is also an easier language to master and so I can converse with more of the world’s population. Korean because of the KPOP and K Drama craze where I would be able to understand my Korean idols and actors.
Now let’s hear from the class. What other language aside from English do you already know and would like to learn in this lifetime?
People everywhere are hungry for information about COVID-19, as disease outbreaks affect their communities, countries, and the world. However, at a time when trusted and accurate news is urgently needed, sources of it are suffering greatly—right along with other industries—and job losses may threaten the public’s ability to access important headlines.
Specifically, local news has seen a discouraging trend of
layoffs and shutdowns during the coronavirus crisis. Where I live, Vermont, reputable
news sources across the state have been ravaged this week by the loss of
advertising revenue during the pandemic.
The Waterbury Record announced in a front-page article that its March 26 issue would be the last, saying that ad losses from COVID-19 were the death knell for what was already a struggling small paper (Waterbury Record, 2020). Twin newspapers The Rutland Herald and Barre-Montpelier Times Argus laid off 20 employees for at least two weeks and cut the number of times per week each would go to the presses (Heintz, 2020A). The head of The Bennington Banner, The Brattleboro Reformer, and The Manchester Journal announced all workers at those papers would be furloughed for one week out of the next five (Heintz, 2020B). The Valley News, which serves readers in towns in both Vermont and New Hampshire that sit along the Connecticut River, had to lay off employees, cut others’ hours, trim page counts, and slash the pay of senior staffers (McClory, 2020). And The Milton Independent, The Essex Reporter, and The Colchester Sun announced those sister papers would stop printing hard-copy editions, relying on web publishing only (Monroe, 2020).
There are likely other impacts to my state’s local news scene that I’m missing—and surely, similar situations are playing out in communities across the country.
Benton (2020) predicted the hardest-hit segment of local journalism may be in alt-weeklies—publications that tend to rely on advertising from restaurants, concerts, and arts events more than mainstream newspapers do. With those businesses shut down to slow the spread of the new coronavirus, their ads have obviously stopped running. Vermont’s alt-weekly, Seven Days, which provides a great deal of coverage of hard news and politics, is evidence of that. The paper had to lay off 15% of its staff for at least 10 weeks, and more than two dozen employees took voluntary reductions in pay (Heintz, 2020C) when food and entertainment-related ads suddenly vanished.
Reporters raise their hands to ask President Donald Trump questions during a press briefing with the coronavirus task force, at the White House, Monday, March 16, 2020, in Washington. (AP Photo/Evan Vucci)
The COVID-19 cutbacks at local papers are just the latest blow to newsrooms. U.S. papers lost nearly 30,000 jobs in the decade following the great recession that started in 2008, leaving a large number of communities now unserved by local papers (Waldron & Golshan, 2020). While online subscription fees have created a new source of revenues for many local papers, those simply cannot make up for the staggering drought in ad money (Doctor, 2020), causing fears that even more local news outlets will close up shop. The dire situation even inspired The Atlantic to publish a plea from a journalism nonprofit urging everyone to support local news outlets. Waldman and Sennott (2020) urged readers, “Wash your hands. Don’t touch your face. And buy a subscription to your local newspaper.”
Print journalism will not be the only media segment to feel the pain from advertising drop-offs during this public health emergency. A survey of ad buyers conducted by the Interactive Advertising Bureau (2020) revealed a number of reasons any industry dependent on advertising should be concerned:
Nearly a quarter of buyers paused all advertising for the time being
Declines of between 20-50% are anticipated across all forms of media through June, including social media, billboards, television, direct mail, print, and radio
Nearly three-quarters of buyers expect a worse impact from COVID-19 than from the financial crisis of 2008-2009.
The irony in this is that ad spending is dropping at a time readership and viewership are at their highest points in years. Major news outlets including The New York Times, The Los Angeles Times, and Wired have seen visits to their sites double during the pandemic—with people also spending more time on the pages (Tracy, 2020). The Washington Post said an article about how society can “flatten the curve” of COVID-19 infections was its most-read piece ever (Tracy, 2020). Television newscasts have also seen an audience surge. ABC World News Tonight With David Muir’s average of 12.5 million viewers the week of March 16-22 is a number the broadcast had not achieved in two decades (Battaglio, 2020). Battaglio (2020) also reports audience sizes are up dramatically at NBC, CBS, MSNBC, CNN, and Fox News while people are staying home to slow the spread of the virus.
TV viewership has risen, with so many Americans staying home during the pandemic (Getty Images)
Marketing that is focused on a social mission or cause is increasingly emerging, as brands shift away from their previous advertising strategies (Interactive Advertising Bureau, 2020). Major advertisers who are still spending appear to be infusing their spots with a message that brands will serve as customers’ steady and supportive guides during the storm of coronavirus, and are interested in seeing their customers stay as safe and comfortable as possible.
Below, you’ll find some examples of ads from Ford, McDonald’s, and WeatherTech that reflect this new tone.
https://www.youtube.com/watch?v=yg7F6Yd1gvw
Ford’s “Coming Together” campaign is aimed at easing customers’ anxieties around a major purchase
https://www.youtube.com/watch?v=BFgW4S6zOQU
McDonald’s is telling customers drive-thru windows are still open in an era when dine-in options have suddenly closed in many states
WeatherTech’s ads implore people to wash their hands often, while also pointing out its hard plastic surfaces allow for the use of germ-killing disinfectants
A bright spot in the IAB advertising survey is that buyers were holding out optimism for the second half of the year (Sluis, 2020), indicating they may be willing to increase spending if the virus has abated and if people demonstrate pent-up demand for goods and services.
There will be so many vital news stories to write for the remainder of this COVID-19 emergency—and fantastic ones to report on the other side of it. Hopefully, there will still be jobs available for those who tell them in advertising-supported newsrooms…
Athletes competing in the now Tokyo 2021 Summer Olympics are left with concerns regarding their contracts and even being able compete in a year. Most of the contracts for the athletes are performance-based. If the athlete is unable to perform, they are unable to be paid.
Reigning gold medalist, United States shot putter Ryan Crouser, stated that his “contract is his salary.” Like many of the other athletes around the world, Crouser’s contract only runs through 2020 and rewards him for his performance in the Summer Games. Fortunately for Crouser, he is still able train in Arkansas and hopes that he can work to throw further and re-sign his contract with Nike for 2021.
Gold medalist, Ryan Crouser of the United States, poses on the podium during the medal ceremony for the Men’s Shot Put Final on Day 13 of the Rio 2016 Olympic Games at the Olympic Stadium on August 18, 2016 in Rio de Janeiro, Brazil. (Aug. 17, 2016 – Source: Ryan Pierse/Getty Images South America)
As reported by the Dailymail, one athlete in the U.K. had a deal with a sponsor to potential reach £75,000 this year but could now be worth only £15k due to cancelled competitions. Ultimately, because of this delay, athletes end up missing out on lucrative opportunities like appearance fees, prize money, and other endorsements.
Paul Doyle, Atlanta-based agent of 50 USA athletes, estimates that 40 of them will need their contracts and deals restructured before heading into 2021. Its easy to say just sign a new deal that keeps things exactly the same but extend it for another year. However, the delay might impact an athletes chance or ability to compete in a year.
In this case, older athletes typically in their 30s who are planning for these Olympic Games to be their last, have the opportunity to sharpen their skills for another year. Although, one could argue it also increases the opportunity for injury ruining the opportunity to compete. On the other hand, younger athletes or those who have been performing well within the last year could now earn a contract and the opportunity to represent their country in 2021.
Both the athlete(s) and the sponsor are missing out on opportunities to make money. Athletes are losing money by not being able to compete. Sponsors or brands are losing money due to unusable ads or having to remake for next year, as well as the diminished opportunity for brand exposure during these games, the world’s biggest marketing event. Sponsors and even taxpayers will not only have to recovery economically from the global pandemic that is Coronavirus, but will also likely have to fork over even billions of more dollars due to the delay.
Some brands, like Nike who sponsors Crouser, have yet to respond to a request for comment. While Starling Bank, a sponsor of Team Great Britain, has stated that, “the most important thing is that we are positively supporting our athletes whatever happens.” Doyle seems confident that all sponsors will do their best to be fair to the athletes despite any financial hardships caused by Coronavirus, and absorb losses more so than putting it on the athletes. Ultimately, the athletes are losing a lot of money by not being able to compete and earn bonuses.
Nike sponsored athletes who were supposed to participate in the Tokyo 2020 Summer Olympics
References:
Coverdale, D., & Al-Samarrai, R. (2020, March 26). Britain’s top Olympians face financial crisis with Tokyo 2020 Games postponed. Retrieved March 27, 2020, from https://www.dailymail.co.uk/sport/sportsnews/article-8155351/Britains-Olympians-face-financial-crisis-Tokyo-Games-postponed.html
Du, L., & Novy-Williams, E. (2020, March 24). Delayed Olympics Risks Turning Into a Giant Advertising Bust. Retrieved March 27, 2020, from https://www.bloomberg.com/news/articles/2020-03-24/delayed-olympics-risks-turning-into-colossal-advertising-bust
Graham, P., & Anderson, M. (2020, March 25). Olympic Delay Leaves Athletes Uncertain About Sponsorships. Retrieved March 27, 2020, from https://www.nytimes.com/aponline/2020/03/25/sports/olympics/ap-oly-tokyo-olympics-postponed-sponsorship.html
Macur, J., Crouse, K., Keh, A., & Futterman, M. (2020, March 24). Olympians Have Another Year to Prepare for Tokyo. It’s a Blessing and a Curse. Retrieved March 27, 2020, from https://www.nytimes.com/2020/03/24/sports/olympics/coronavirus-olympics-athletes-reaction.html
Reynolds, I. (2020, March 25). Olympics Delay Means $12 Billion Games Just Got More Expensive. Retrieved March 27, 2020, from https://www.bloomberg.com/news/articles/2020-03-25/olympics-delay-means-12-billion-games-just-got-more-expensive
Those looking to score a famous Popeyes chicken sandwich, an In-N-Out double double, or a Big Mac are in luck. The restaurant chains that sell these products, along with most other fast food chains, for now remain open, if only through drive thru or delivery options.
The ongoing COVID-19 pandemic has forced nearly all sit-down eateries to shutter. But anyone channel surfing continues to see scores of commercials for Popeyes, McDonald’s, Carl’s Jr, KFC and others. However, many of these ads include new messaging. Primarily that employees are taking precautions to keep customers’ food, and their health safe.
A new commercial this week from Popeyes Chicken included employees wearing protective gloves, and keeping that six-foot halo around customers. Drive thru costumers in the commercial were given their receipt and change in a paper tray via an outstretched employee arm, rather than the items being handed over inclose proximity. The commercial also emphasized how Popeyes was available for delivery through popular delivery apps. Employees in the commercial talked about all the safety measures they were taking to promote health in their serving of food.
Burger King added the word “Stay” in front of its phrase “Home of the Whopper” at some locations to encourage customers to eat-in. A McDonald’s sign in Europe included an image of the iconic golden arches separated to encourage costumers to social distance.
The message for these restaurants appears clear. Costumers are still welcome. But new safety measures are now in place for everyone, so that means changes to the way these restaurants operate. These fast-food chains are already in a better position to survive the economic price of the pandemic compared to smaller, independent restaurants. These marketing efforts are working to ensure at least some revenue streams continue going forward.
Amid the current global crisis, with all non-essential persons working from home, the Netflix docu-series that “everyone” is talking about seems to be the only thing trending that is not directly related to COVID-19.
If you haven’t yet heard or have had the pleasure to see, Tiger King follows the big cat and exotic animal craze that has become an obsession for certain entrepreneurs across the United States. These business owners live in and operate what they call “zoos” but what can only be accurately described as animal farms in rural parts of the country. There are hundreds competing against each other, breeding and raising exotic cats, monkeys, and reptiles for patrons to pay large amounts of money to interact with.
Joe Exotic
While some owners hide behind the guise of education and conservation, and others claim to offer a sanctuary for rescued big cats, Joe Exotic, the Tiger King, throws the notion of proper maintenance and safeguarding of these animals out the window. Joe is “like a mythical creature;” he’s obsessive, narcissistic, and out-of-touch. Along with the name “Tiger King,” he has many other self-made claims to fame such as owning 227 big cats, hosting a daily live broadcasted tv show from his farm, ring master of zoo shows, a country singer with multiple albums and music videos, and even underwear and hot sauce lines in his name.
Ideally, Joe Exotic’s delusions of grandeur should only be harming himself, however, his personality, merged with owning and operating a zoo/animal farm, creates a lethal combination. A light mauling is something to be shrugged off and a missing limb is shockingly commonplace amongst the employees of the Tiger King’s zoo. Big cats are fed expired meat from Walmart and roadkill by ex-convict and drug-addled employees that live in squalor in broken-down mobile homes on the property.
If you think that wasn’t bad enough, just wait, it gets
worse…
While Joe has his own misgivings and mania, his competition is just as unscrupulous. “Doc” Antle runs a legitimate cult following of “apprentices” and at least five “wives” in his exotic animal preserve. Calling himself “Bhagavan” which is Hindu for prophet or friend of God, he uses his “doctorate in mystic sciences” to woo unsuspecting young women to work from 8:00am to midnight six days a week. He reportedly dresses his apprentices, changes their names, and pays for their mandatory breast implants. He also has rumors swirling around his celebrity that he euthanizes his big cats once they get “too old” for his purposes, after only about six months.
The wives and tigers of “Doc” Bhagavan Antle
Then there’s Carole Baskin, who is a social media marketing master, going as far as broadcasting live from metal cages. She lays claim as the “only true” big cat sanctuary while outing her opponents by name online. Even though she began as a breeder/seller herself, she has gone as far as calling authorities on the likes of Joe and Doc. Meanwhile, her slightly-less-poised competitors drum up rumors about her, such as where her missing millionaire husband has disappeared to (perhaps in the belly of one of her big cats?). Unlike her antagonists, Carol at least has the decency to properly feed and care for her big cats and advocate for big cat protective legislation in DC. The so-called “animal rights people” like Carol are considered the enemy to public and private exotic animal owners.
Rumors of Carole Baskin killing her husband
Official trailer for Tiger King
So, with all the hype and perplexity of these in-fighting, neurotic big cat owners, here’s the question: Will the Tiger King series bring light to the real issue at hand? Will this change the trajectory of illegally breeding and selling exotic cats in this country?
There are more endangered cats living in the United States than in the wild. Joe Exotic proclaimed to “breed more tigers than anyone in the country” by turning around and selling them to small animal parks and private “collectors,” and he’s not the only one. Will this show increase interest positivity or negatively? Will it make it more commonplace to own wild animals? It seems that even these “professionals” can’t provide proper care. It’s also important to note that “anybody that poses for a photo with an exotic cat is a part of the problem” as Carole claims.
While Tiger King has become a viral sensation, it looks like viewers are more consumed with the craziness of the plot line and cast of characters than actually making a change about owning, breeding and selling exotic animals as evidenced by the memes below.
Whether you’re enticed by the extremism and idiocy of these owners, the endangerment of these wild animals, or to see how the murder mystery unfolds (or does it?), I highly encourage you to give into the trending show and see the machinations all come together. What will you learn from this decisive show?
Wineries in Northern California’s Wine Country rely on visitors and direct-to-consumer purchases, and over the past three years this area has been knocked around with devastating fires in 2017, 2018, and 2019. Floods in the spring of 2019 caused several small family-owned businesses to close shop. Then in the fall PG&E disrupted businesses and lives with its Public Safety Power Shutoff. Now wineries cannot open their tasting rooms due to coronavirus concerns. But this community is tough, resilient. We call ourselves Sonoma Strong. And, we are seeing some wonderful, creative ways to keep Sonoma County present in the minds of the rest of you out there, and keep the wine flowing into your cups.
Jeff Bundschu of Gundlach Bundschu recognized that people can’t travel to his Sonoma winery and vineyards, so he decided to bring the vineyards to you. On his YouTube video he says, “You could go for a walk around your own block or you can take a Block Walk with Jeff Bundschu.” For those of you who are not familiar with vineyards, a block is a section of the vineyard, such as where Bundschu is in this video (https://youtu.be/tKHn-0uGOPY,) which is Block 7 of the La Paz vineyard where cabernet sauvignon is growing. Bundschu talks about the varietal growing there and how it grows in the conditions of the land and climate (the terroir.)
At another local winery, Pangloss Cellars, they are offering a $25 gift card to a local restaurant with the purchase of six or more bottles of their wine. (See it here on Facebook: https://www.facebook.com/search/top/?q=pangloss%20cellars&epa=SEARCH_BOX) This approach does a few things. When Pangloss buys the gift cards from the restaurants it puts money in the restaurant’s pockets immediately. It offers an incentive to Pangloss customers to purchase their wine. And, for the out-of-towners who purchase Pangloss wine and get the gift card, they have part of their itinerary already worked out and something to look forward to when the pandemic is over.
Lots of wineries are offering free delivery of wine orders to locals, or curb-side pick-ups. Others are reducing, or eliminating, shipping charges, which can be quite costly.
Scribe Winery created “Hacienda at Home” that includes recipes that complement the wines ordered, free shipping and a Hacienda playlist “so you can bring the Scribe vibe home.” See it here on their Facebook post: https://www.facebook.com/scribewinery/photos/a.263333387056171/2933530173369799/?type=3&theater.
Considered the oldest commercial winery in California, located in Sonoma Valley, known as the birthplace of the California wine industry, Buena Vista Winery is also doing curbside pick-up. They have a little fun with the winery’s history and its founder, Count Agoston Haraszthy, or rather an actor who plays the Count. Watch it here on their Facebook page: https://www.facebook.com/BuenaVistaWinery/videos/498577227488311/?__tn__=%2Cd%2CP-R&eid=ARCvSrFEpBkiSabyMGphX6QqDmuH_Xzanjjvkeps-xKXNIRzRzHqSicbDVihZQfocNi_fHCuj5J0XoAa.
The owners of Belden Barns wines in Sonoma County live in San Francisco and are offering free doorstep delivery for San Francisco orders of six or more bottles. And they’ve started free virtual tastings every Sunday at 5 p.m. and a 35 percent off “Virtual Tasting Portfolio” that consists of 11 wines. See it here: https://www.beldenbarns.com/product/virtual-tasting-11-wine-package.
Bricoleur Vineyards is committing 10 percent of all wine purchases to Redwood Empire Food Bank, one of the major providers of food to the food-insecure population. The winery is also offering a discounted shipping rate on all orders.
Sosie Wines, another producer with owners who live in San Francisco, is offering “complimentary blue glove delivery within 50 miles of San Francisco” along with discounted shipping for those who live farther away. They are also scheduling “virtual tastings” with the owner/winemaker. See their Facebook post here: https://www.facebook.com/sosiewines/?__tn__=%2Cd%2CP-R&eid=ARDQBZM8KqQdoJvVCd3l363Fvz9k-p-OWLFuEMccmraiGc4xdCus8YgnL5ptI0-GZeWIrOPsacYHykKk.
All these examples call to question how the saturated wine industry might change once we’re on the other side of COVID-19. Small producers struggle to stand out against big-name wineries who have instant name recognition and seductive tasting rooms. A lot of really good wine producers don’t have tasting rooms and have to find a direct-to-consumer following that will buy their wines. But maybe this shelter-in-place lifestyle has forced wineries (and others) to think differently in how they market and sell their products, and how they interact with their clientele.
COVID-19 is the subject on the lips of most souls these days, and why wouldn’t it be? The COVID-19 pandemic has wreaked havoc on each corner of the world. Anxiety, illness and unimaginable loss of life are at the forefront of everyone’s minds. The blame of political missteps and deficient healthcare lingers in those thoughts as well. Amidst that ugly chaos also lives a necessary (albeit icky concern) for the economy and a longing for life to go back to “the way it was”. But what if it doesn’t? What if this moment in time, this terrifying, global pandemic does not just remedy itself and go away as we all would like? What if because of this moment our behavior changes irrevocably? Perhaps that shift is bad, but what is that change is good?
In the past weeks we have all seen normal activities slip away. Outings such as going to the movies have ceased due to “safer at home” orders from the government. While the pandemic situation may make us understand the need for these limitations it cannot replace our desire for wanting activities such as seeing the latest film release.
Hollywood has also had to respond and react to this new reality by making adjustments in films already showing in theaters or soon to be released. While some productions were pushed altogether (sadly for the crew) and some given a later release date such as the new Bond film, “No Time to Die”, other A-game releases such as “Emma” and “Bloodshot” were distributed early on Apple iTunes for a rental fee of $20 for 48 hours.
While this early digital release of films from the studios may be warranted only because of the current pandemic climate, will consumers happily return to the days of waiting for a theatrical release or become accustomed to the instant gratification of the digital download? Will we miss our crowded theaters with concession lines and rude patrons texting on their cell phones in favor of our comfy couch and a bowl of popcorn enjoyed in yoga pants?
Right now may seem like a moment in new behavior, but what if it is in fact a permanent shift?
The recent developments of the COVID-19 pandemic seem to have affected every source of entertainment from theaters to daytime shows, such as Ellen, and sports. It is during times like these that we realize how much sports play a part in our everyday lives. From soccer to basketball, baseball, football, and so on. The 2020 Summer Olympics set to happen this summer in Tokyo, Japan, is still a question for many viewers.
Organizers are hesitant to delay the event because of the financial implications postponing the event would entail. Although the organizers are facing a lot of criticism and pushback from athletes, fans and national Olympic officials, no decision has been made. The U.S.A Track & Field team was another U.S. team to request a delay.
Furthermore, Canada is one of the first countries to declare it won’t send any athletes to the Tokyo Games unless they are postponed by at least a year. Hayley Wickenheiser, a member of the I.O.C., the International Olympic Committee, and a six-time Canadian Olympic, claimed that the plan to move forward with the games was “insensitive and irresponsible,” given the state of the world right now.
I think it is in the best interest of the Olympic organization to delay the Summer Games until 2021, given the health crisis we are currently experiencing worldwide. Moreover, its brand image could be tarnished if they don’t take corrective action.
References:
ESPN News Services (2020, March 22). Canada won’t send athletes to Olympics if they’re held in 2020. Retrieved from https://www.espn.com/olympics/story/_/id/28940282/canada-send-athletes-olympics-held-2020
Keh, A., Futterman, M., Panja, T., & Rich, M. (2020, March 21). An Olympic Showdown: The Rising Clamor to Postpone the Tokyo Summer Games. Retrieved by https://www.nytimes.com/2020/03/21/sports/olympics/tokyo-olympics-coronavirus-cancel.html
As a follow-up to Rayanne’s post, I thought it would be interesting to explore how brands are communicating positivity at a time when society as a whole is navigating the public health challenge of COVID-19, in addition to other personal, financial, and community issues. How are brands extending their services to be more helpful to consumers, without being overly promotional or minimizing the seriousness of the pandemic? What are some marketing do’s and don’t’s for brands during COVID-19 that you’ve seen? Below are three examples and lessons from brands promoting positive messages in the midst of our current public health crisis.
Guinness – “We’ll March Again”. Instead of focusing on the negative aspects of cancelled events, bars, and parades specifically when it comes to St. Patrick’s Day, Guinness instead leads with the slogan, “We’ll March Again”. The ad encourages its viewers to stay positive by recognizing that this difficult time is temporary and shall pass. It encourages audiences to keep in perspective the importance of family, friends, and lifting one another up in times of crisis. The ad received positive feedback and responses on Twitter where users posted photos of themselves drinking a Guinness from the safety of their homes. What do you think works about this positive ad?
Nike – “Play inside, play for the world.” As we all know, the sports industry has been hit hard by event and season cancellations due to COVID-19. Recently, Nike unveiled a campaign featuring both a positive message and a chance for consumers to take advantage of its Nike Training Club app, free of charge. The ad has been amplified by many Nike sponsored athletes, including Serena Williams, Tiger Woods, and Sue Bird, with the overarching message that “Now more than ever, we are one team.” The ad is a rallying cry to never lose your love for sports, but to stay home for the health and safety of others. It also offers consumers the opportunity to try its at-home fitness app, filled with studio-style workouts. What do you think about Nike’s message strategy?
Chipotle’s focus on mental health by connecting people to virtual entertainment and positive conversation. Chipotle has a stellar way of engaging with its fans on social media. Below are examples of how Chipotle engages its followers by connecting them to fun livestreams, conversation, and free delivery! What do you like about Chipotle’s engagement strategy?
As the global COVID-19 pandemic continues to unfold, now feels like a good time to discuss crisis communications. If your inbox is anything like mine, you’ve also been receiving emails from brands who are sharing with their audience how their business is addressing the coronavirus. Some emails are from businesses whose industries have been directly effected by the pandemic, such as the travel industry.
The image below is a snippet of a much longer email I received from Southwest. Airlines have been struggling as the public is discouraged from traveling in order to prevent contracting or spreading the virus. Southwest’s email outlines how their airline is going extra lengths to sanitize their aircrafts, likely in an attempt to make travelers feel safer about traveling with Southwest. The next section of the email talked about how they are changing policies to increase flexibility for those who are changing their travel plans, for example extending the expiration date of travel credits by a year.
Other emails are from brands that aren’t as directly effected, but they feel obligated to address the situation in some way. The example below is from a sleepwear brand called Lunya. In the email, they acknowledge the global pandemic and thank customers for their continued business, and encourages customers to stay positive and stay connected with one another during this time. Ultimately, this type of email sends the message that Lunya is a brand that cares about its customers and spreads positivity among its audience.
Other brands have also turned to social media to update its audience about how COVID-19 is effecting its business. For example, I was scrolling on Twitter today when I came across this tweet from ColourPop Cosmetics. They are closing their distribution centers in compliance with California health orders, which will cause orders to be delayed for an unknown amount of time. They use their message to communicate to customers that they will be honoring full refunds for any current orders. This shows the brand’s audience that they care about the customer experience as well as the health and safety of their own employees. The brand is also showing that they are making an effort to stay connected with their audience through social media, even when they aren’t able to conduct business.
Lastly, I’ve also received emails from brands that I haven’t transacted with in years. All this tells me is that they sent the message to every email address they’ve ever collected. While it may feel appropriate to send crisis communications to your entire audience, it’s really important to segment out your audience in a way that makes sure you’re only reaching out to your recently active customers. Inactive customers may be inactive for a reason and it would not be a good experience for them to see a brand pop up in their inbox that they’ve decidedly avoided for a long time.
Have you received any coronavirus-related emails from brands lately? Did they take an interesting angle? Provide any health tips?
