It’s a whole new world out there. Literally every day. And brands (particularly in travel) that fail to exhibit agility ability will ultimately lose connectivity and market share.
What’s agility ability? At NOISE, it’s best-practice thinking in how we plan, execute and deliver messaging for our clients in this ever-changing pandemic crisis. To wit: about a month into this, we’ve tweaked our hospitality clients’ outbound messaging two or three times already. As fully vested brand ambassadors for our brands, it’s critical that we follow current events while at the same time measuring the mood of our audiences. That means messaging that aligns with the emotional reality experienced around the country by our guests, and being acutely sensitive to their hot and cold buttons.
And connectivity? That’s the key word and number one goal our messaging is aiming for during these times. There’s a scene in Bohemian Rhapsody where Freddie Mercury and members of Queen kick around the idea of creating a song where the audience becomes participants by using something akin to instruments: foot stomping and hand clapping. Thus, the iconic anthem “We Will Rock You” was born. For our clients, we’ve explored this idea to embark on two (what we believe to be) innovative social campaigns designed to engage, involve and most of all connect emotionally with our audiences and gain their participation. The early results of these campaigns have proven us right, with engagement and — best of all — reciprocal responses off the charts. Sort of foot stomping and hand clapping, done visually and verbally through social media.
Matthieu Pellerin is the founder and head of Google’s Growth Lab. Recently he authored a piece on how his team has literally hit the brakes on 2020 plans and pivoted, while outlining four mandatories that NOISE agrees smart brands are doing, and not so smart brands should be doing:
- Prioritize ruthlessly and often.
- Adapt your messaging accordingly and reflect the pandemic’s impact in a certain setting.
- Recognize that given how rapidly the situation is evolving, experiments or campaigns done two weeks ago are likely no longer accurate or meaningful.
- Shift campaigns rapidly to mirror users’ ever-evolving needs.
Now is not the time to be lost at what to do, what to say and how to say it to your constituents. Now is the time to be hyper-tuned into your consumers — while being smart enough, agile enough and nuanced enough to know how to craft campaigns they’ll connect with and participate in. You know. Foot stomps. Hand claps.
Doing so, your legions of fans and followers are rewarded. And you will be too, when this also passes.
SOURCE: NOISE Inc, Google