Issue 1: Comms and COVID-19: live examples from Ireland and beyondApril 3, 2020
Adapting your communications to keep your brand healthy in challenging times is essential. Every week, we’ll highlight the tourism businesses (and many retail businesses) that stand out on social media channels and demonstrate some of our 8 top tips; and hope they will inspire you with your own communications plans.
Supervalu: sharing meaningful content
Supervalu took action quickly to keep customers informed and reassured on social media. While providing customers with advice on how to shop while social distancing and updating on new protective screens, the supermarket’s tone of voice is appropriate, understanding and positive.
Supervalu has also taken part in initiatives such as supporting an online seminar with national autism charity AsIAm.ie to provide tips and advice on being out of school. They have also created ‘I’m staying home’, a social media video featuring Dublin GAA player encouraging people to stay at home.
Forest Avenue, Leeson Street: adapting their message
Popular restaurant Forest Avenue has transformed their business into a greengrocer for the duration of the crisis – supporting local producers in the process and offering delivery. This is a good example of how businesses can adapt and build meaningful content, supporting their local community and keeping them in the loop using social media.
Cliff Hotel Group: communicating clearly
Cliff Hotel Group has created a Cliff Circle group on Facebook, an online community where people can stay in touch. They have utilised their social platforms effectively, with messages encouraging people to stay connected, share reading recommendations and tips on working from home. They have also introduced a takeaway service during this time to help those staying at home.
Kilkenny Castle: crafting a brand awareness message
Kilkenny Castle is now closed for health and safety reasons, but that doesn’t mean we can’t explore this historical landmark from the comfort of our own homes. Via social media, this world-famous attraction has been sharing virtual tours of the castle to keep people engaged with the brand during this time.
Marriott International: sharing clear, positive information
President and CEO of Marriott International Arne Sorenson published a powerful video message to their customers and associates on social media. This was an honest and direct way to explain the measures they have put in place: with a sense of consideration and understanding but also striking an optimistic, positive note for the future.
Irish Distilleries: showing powers of innovation
Listoke Distillery has paused their gin production to produce much-needed alcohol-based hand sanitiser – and supplying their products for free to charities like the Peter McVerry Trust and frontline services such as Dublin Fire Brigade. Clonakilty Distillery and Shed’s Distillery are also adapting in this way – and using their social media platforms to share this news.
These brands all show the power of regular, clear communication with your customers during this crisis. While the situation continues to evolve and the way in which they do business changes, they are keeping their customers constantly updated.
Find out how to keep your online and offline brand healthy throughout this health crisis with our practical tips on everything from brand awareness messages to your tone of voice.