How to avoid a Brand Communication Blunder? (+ New-age Two-way Marketing Tips)
- BigTree Marketing Consultants
- Nov 20, 2020
- 3 min read
"No matter what you (as a brand or an individual) do, speak up or don't, you are bound to get killed anyway by these paid trollers, bots, propaganda machinery, or the frustrated online hate-mongers (online gyaanis) to prove their point of view."
I concluded this while talking to one of my friends about the recent turn of events, that included several brands and individuals getting bombarded with hate-filled missiles.
I won't blame anyone for this, it's the design of social media (internet) that has led to us where we are today.
As Sudiptha Pal beautifully states that "Social Media survives on discussions. Discussion happens on different point of views. Better discussions happen when there are polarised views. Polarised views are difficult to keep non-personal. Taking things personally will make you either love or hate and mostly nothing in between. Social Media thrives on polarised views and will either create immense love or immense hate. Either give up social media debates or don't take things personally."
But as a Brand or a Marketer, one does not and cannot remain away from public debates or remain immune to extreme emotions towards or against their brand.
So what could one do to avoid (to an extent) Tanishq like events?
Go with the pulse of the majority (your target audience) i.e. Support your community.
If the pulse is political, go for it; if the pulse is religious, go for it; if it is patriotic, go for it. Read the pulse and capitalize on it. Keeping mum can also be harmful to your brand image.
Support/Augment their (your TG) cognitive biases.
Support what's right. Be clear on your brand proposition. (Social Cause Marketing)
Always act as humans, like your target audience. Unlike a robot brand with automated responses.
Represent your employees as your brand ambassadors.
If something went upside down, push an apology through the face of your company, through a HUMAN FACE of your company. (Pratfall Effect)
Read point 4.
Try pushing hashtags favoring your brand. Try reversing the narrative.
Collaborate with influencers to get you out of this situation.
Two-way Marketing Communication
Avoiding a crisis is one thing but leveraging a behavior to your advantage is another thing.
So, How could you take advantage of the ever vocal, ever expressing, and ever informed set of audience (that we see today) for the benefit of your brand?
5 easy ways to do that. 👇🏼
In current times, there are several brands, like yours, that believe in storytelling to convey the brand's message to the audience.
These stories help connect your brand with your target audience on an emotional & rational level by giving them a reason to believe in your brand's proposition.
But is this the correct way to move forward when a majority of communication is one-way?
Have you ever thought about how much your target audience wants to engage with your brand?
Or
Have you ever thought about how many thoughts your target audience want to share with your brand?
As a brand, let's start a (true) two-way communication:
Involve your target audience in your stories (or in your communications).
Use real stories of your target audience (make them feel heard).
Give them a platform to share their voice (opinion, thoughts, experiences, stories, or feedbacks).
Include them while devising future strategies for your brand. (Show them their value for your brand)
Share your successes and failures with them (take them as one of your family members).
Just don't take a one-way street.
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Or, in case you happen to run a business and want us to relook your communication style and design a long-term communication strategy for your business, feel free to contact us. :)
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Peace.
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