If there is one thing we have learned in the last 2 years, is that the world is continually changing. One day you wake up and realize your life has turned in 180 degrees. And this is how it works: want it or not, you get used to everything. Taking masks with you, using hand sanitizer, watching live streaming whether your life will change left or right - sound familiar? Adapting to the new is a must if we want to survive. But how our brain reacts to emergency situations when hearing for the first time?
Challenging times
Being an advertiser nowadays means challenges spiced with a little more challenges. Knowing how to communicate in an emergency, and how to support your audience while you still have to bring those sales numbers are all difficult tasks to deal with. Here, at Synetiq, we have measured hundreds of ads in the last years and we have to say advertisers were dealing great with the current situation. From homemade videos to very special pieces, the screen was always colourful. Still, there are a couple of things you have to consider when it comes to brand communication in these very difficult times we experience nowadays.
#1 Viewers get used to new things very fast
Using totally new elements, like face masks in your ad, can create some negative emotions or frustration at the very beginning. However, viewers get used to them very quickly - new things become natural after seeing them a couple of times.
#2 Repeating too much results in boredom
While supporting each other and informing viewers are important, repeating too much of the same message, especially when all your competitors communicate the same can end up in strong boredom. This means, there is a chance that viewers won’t pay attention when the important branded parts are coming.
#3 Involving the viewer still works well
Just like in other ads, emergency communication can be more personal, thus more involving if you try to build up connections with your viewers. Asking them questions at the very beginning, telling them personal messages, or simply calling them for some actions can grab their attention and elicit positive emotions.
#4 Small steps, bigger success
When in an emergency situation everyone would love to help, advertisers have a strong weapon to motivate viewers. However, general messages or hard-to-reach goals are weaker motivators. Try not to ask too much from your audience: big steps that need strong effort won’t make them move out of their comfort zone. Try to go step by step: setting up easily reachable goals and asking for small efforts would not just make them motivated, but also strengthens your brand’s chance to stay memorable.
#5 Supportive tone of voice above making fear
Probably the biggest question during an emergency is the tone of voice: how to communicate with your audience? Is it better to show them the real problems, create some fear and heavy emotions or be the always-positive motivator brand? Well, based on our research, negative emotions only have a negative effect on your brand. Staying positive is the best in this case as well: viewers appreciate more when they see some light in their future.
If you would like to learn more about emergency communication, our emergency insight package covers several topics, such as:
How do cultural references change in case of emergency?
Does laughing matter?
How to choose the right character for your story?
Should you carry on with current ad campaigns and communication platform?
Is it better to change the tone of voice or continue with the well-known one?
Is non-emergency related communication still okay?
How to move emotions: be sentimental or stay the positive one?
Should you create new videos or simply adding a layer is enough?
If you would like to get ready for the unexpected or simply need more information, our Emergency insight package is here to help you. So do not hesitate to contact us!
written by Petra Varhelyi
