The current double punch of the worldwide COVID-19 outbreak and the ensuing financial turmoil is leaving many marketers at a loss for what to do and what do say in order to stay true to their brand, remain sincere and keep key audiences informed about the rapidly evolving circumstances. However, even when we can’t control the situation, how we respond is within our power. In this webinar, you’ll hear Acoustic executives Norman Guadagno and Loren McDonald provide guidance for strategic communications and tactical tips to help companies and brands navigate these turbulent times. The agenda will include: - Brand imperatives for marketing to keep driving your business forward - A 6-step “guide” on how brands should approach your on-going COVID-19 marketing communications - Samples of excellent recent COVID-19 communications from a variety of companies - Tips on copy and tactics to avoid

1. Customer
Communication in the
COVID Era:
Step-by-step guidance for
marketers.
Webinar
March 2020

2. Today’s speakers
Norman Guadagno
CMO,
Acoustic
Loren McDonald
Education & Thought Leadership,
Acoustic

3. Today’s agenda
1. Overview and context
2. Foundations for success
3. Strategic communications principles
4. COVID-19 communications framework
5. A few dos and don’ts
6. Takeaways
7. Q&A

4. Overview and context

5. Evolving, getting worse before
it gets better

6. Let’s all take a breath …
and step back.

7. The key question isn’t:
“Do we send an email from the CEO?”
But rather:
“How do we best support the business and our
customers for the next several months?

8. Now, more than ever, you must
delivery on your company’s
brand promise.

9. This is the moment for marketing to
step up and lead.

10. “The global pandemic may or may not be a
business opportunity for your company,
but trying to make it a marketing
opportunity for your brand is risky.”
- Augie Ray, Gartner

11. Foundations for
success

12. Strategy, people, and process.
Break down the siloes.

13. Agile processes are vital
2. Reduce decision-making time
4. Empower, but QA critical
1. Cross-department teams
3. Can you respond same day?

14. If you don’t have your data in order,
your ability to communicate wisely
will be limited.

15. Trust. Don’t lose it or abuse it.

16. Customer experience is vital.
Customer touchpoints may be fewer or different.

17. Strategic
communications
principles

18. Communicate, communicate and
over-communicate.

19. Respect your audience
and respect the situation.

20. Actively listen

21. Voice:
Be compassionate
Be authentic
Get the balance right

22. Fluid. Understand the context of the
moment.
A message that would work on Monday might
not be appropriate on Tuesday.

23. Expect the unexpected.

24. Put yourself in your customers’ shoes.
Your communications MUST be of value to
your customers.

25. COVID-19
communications
framework

26. 1. Review/revise (as needed) pre-scheduled comms.
- The repercussions …
This is a computer generated program
and in no way did we intend to send you
something that would interfere with the
current health events we are
experiencing. Thanks!

27. You will offend someone,
don’t offend everyone.

28. 1. Review/revise (as needed) pre-scheduled comms.
- Minimize awkward/offensive reactions
Channels Checklist:
q Automated messages
q Social posts
q Auto-reply messages
q Social/Display ads
q In-store signage
q OOH ads

29. 1. Review/revise (as needed) pre-scheduled comms.
- Copy cautions
Copy Checklist:
q Tone
q Current mood
q Will it stand the test
of “COVID-19 time”
q Put your “customer
hat” on
q Does it require
changes in business
policies
q Might it vary by
market or customer
type?
“Last minute tips for a fun-filled day at the office”
- Copy likely written weeks ago
- Not offensive, just awkward since most people
are working from home

30. 2. Which channels to use?
- Determine best channels for message and segments
Customer Segments Website Email
Mobile
Push
In-app SMS Social In-store
Call
Center
All segments X X X X
Loyalty club members X X X
Active customers /
email subscribers
X X
Mobile App users /
SMS subscribers
X X X X
Lapsed customers X X

31. 2. Which channels to use?
- Mobile app links to mobile website

32. 3. To whom? What is their relationship with you?
- Personalize messages/Use the right channels
• Winery 60 minutes
from my house
• Wine club member
• Visited 5 times for
pick-up and events
• Small NYC club
• ~3,000 miles away
• Went to one concert
2 years ago

33. Consumers
are getting
numb to
COVID-19
messages.

34. Why are you sending a message?
• What question(s) and concerns are you
addressing for customers?
• Why now?

35. 4. What to communicate and when?
- Focus your content on what impacts customers
• Location closures or hours of operation
• Limits on customers who can visit a location
• Changes in availability of high-demand products
• Online and home delivery options
• Refund and cancellation policies
• Postponement of events

36. 5. Who do messages come from?
- The CEO isn’t necessarily the right answer.
Who would customers expect
to hear from for each type of
message?
• What is the focus of the
message?
• What is the nature of the
relationship?
• Are they accountable?

37. 6. Find the right tone/content approach.
- Be true to your brand and …
• Be careful with humor
• Don’t plead
• Don’t mix messages
• Don’t make it all about your
company
• Focus on why customers do
business with you and help
solve their problems
Oops,
I actually read this
as “silliness”

38. COVID-19
communications:
A few dos and don’ts

39. Do be smart and cautious
- In most cases, error on the side of conservatism

40. Don’t be an ambulance chaser ...
- Sell, but don’t use the coronavirus as the hook

41. Do be clear and simple
- Make things easy for your customers
No change fee for all flights
Scannable:
• Use bullets
• Less copy
• Images

42. Do revise your templates, navigation links
- Add updates to your regular messages

43. Do continue marketing
- What do your customers need right now?

44. Takeaways

45. A few takeaways
• Think long-term
• Leverage your customer data
• Focus on the customer – value/solve problems
• Create agile teams and processes
• Be a smart marketer – “Don’t be stupid”
• Be innovative
• Time for marketing to shine

46. Questions
&
Answers

47. Research & Reports
Events
Blog
Case Studies
Webinar Center
Visit the
Acoustic
resource center:
Acoustic.com

48. Thank you.
Customer Communication
in the COVID Era:
Step-by-step guidance for marketers.
Webinar
March 2020