Let’s admit that’s it strange to think about messaging, brand content, and video production during a global pandemic. Many of us are still just catching up mentally to the reality of what this could mean to the health and lives of most of the world’s people. That is the most critical consideration at this time. But there is also the reality of what this will mean for the world’s businesses and therefore people’s livelihoods. In some ways, that reality is more abstract, harder to imagine and therefore we may be even slower to consider the changes we should make. Since an economy is essentially the sum total of people’s spending habits, and the coming recession is due to a massive contraction of demand, those of us in the business of encouraging those spending habits do have a role to play at this time. Here are some quick, short practical suggestions on how you can help:
MESSAGING
In general — consider immediate messaging to address what your brand, business, organization is doing during this moment. This can be a creative message, but be careful and sensitive to the anxiety and real concern we’re all feeling. You don’t have to suddenly pretend you’re Mother Teresa–you’re a business that provides a needed service– just don’t pretend this isn’t happening.
-Underthink and speak from the heart, not just the head. How are you addressing the moment to protect yourselves but also, how do you intend to help others? Even if that is a simple message of Solidarity. Unfortunately there is not a lot that many of us can do on the “front lines”, but we can support others in words if not in deeds.
SMALL BUSINESS
In many ways, small businesses need the most assistance and will take the longest time to recover, if they do at all.
— Consider reaching out to local, small businesses directly in your neighborhood with what you can do to help. From what we see, the primary move many small businesses are making is “Gift Card” in nature — upfront payment now for future delivery of goods and services. This is essentially a local, Keynesian-style stimulus that may help shuttered businesses stay alive.
— Consider how to help activate their messages locally with geo-targeted social boost and tagging of people in your direct, immediate community.
— Consider how to assist in hosting virtual Zoom and Hangouts classes, gatherings. Think of unique ways to leverage at-home experience. For instance, local Bars can have their Bartenders available to serve their regulars “Virtual Beers”.
You may be surprised how helpful you may be to the business down the street.
CONTENT PRODUCTION
The collaborative, hands-on nature of Content Production is what makes it wonderful and unique, but also what makes it especially tricky and risky at this time. We should all anticipate that we will remain working remotely longer than most people expect. Re-consider whether “Production Value” is more important than simple “Message Production”. Audiences will not fault your brand for lower budget production at this time. In fact, as we’re seeing with Late Night content, News Content, etc. more “bare bones” production and messaging is actually more relatable and realistic. Therefore consider—
— What are my existing footage assets and how can I re-purpose them at this time?
— What can be supplemented with stock footage?
— What can be conveyed by direct-into-camera address? A high quality webcam recording, iPhone recording can go far.
— In many ways, proper Audio Recording is more important than the quality of the Video.
*Food Brands In Particular
-Availability of Food has been a major relief to all people around the globe. Consider a message that re-enforces that Hope and Comfort. And/or Be honest with your audience if there will be shortages or delays.
— All of us have 1) Food and 2) Kitchens still available to us. Tabletop, Tabletop, Tabletop. Even without studio lighting and cinema cameras, results can be fun and engaging–
— Chefs and hospitality workers are not able to perform their normal jobs and *may* have greater availability for brand messaging than normal.
MEDIA PLANNING
— Consider shifting Media Buying & Planning to channels that 1) Support real-time monitoring and assessment as the situation will continue to change dramatically. 2) Support online / mobile engagement. 3) Support online shopping and either physical delivery of goods or digital delivery of virtual goods.
— Consider strategic planning toward what resuming normal business operations will look like and what kind of messaging will need to go out during that time.
HOW LONG WILL THIS LAST?
— A word of caution for those in Chicago: It has been learned that the virus stays on surfaces for much longer than expected. Sadly, that could pose special problems and steep infection curves for cities with large mass-transit systems, like ours.
Thanks for your patience and support. Please reach out with any and all questions and concerns—
petenoback@underthink.it
312-282-1110