Times have just got tough. We are in a panic worrying about our family, friends, and colleagues at this difficult time.
The government has issued a warning to avoid non-essential travel and contact with others, causing social and business difficulties, and putting a strain on working environments and the economy. So how do we ride this out without damaging the brand integrity of your business?
Some very interesting messages have been sent out by businesses, including Shpock, which has written the following statement to their sellers and customers which has a great sentiment.
be home 🏠 minimising travel reduces your risk of being exposed
be fair 🚫 report hoarding of items like face masks or sanitising gel
be smart 💡 avoid meeting up in person and use secure delivery
Shpock tip: make your deal now and agree on a later delivery date
I want to look at the structure of this messaging.
- Number one; safety for you and your loved ones.
- Number two; to look out for people who are ‘exploitative’ and using this horrible situation to their advantage.
This is a moral code. It not only empowers the customer but also has an underlying message to the seller: this type of exploitative behaviour is not tolerated by the company. It therefore reflects well on Shpock’s moral stance.
Once people feel like they have been fooled out of money or outsmarted by a company, people are very reluctant to go back. This is not just a trust issue; it is also about morality and authenticity. Being a customer is a relationship experience; we pair our behaviour with a brand and seek confirmation that it reflects our own goals and core beliefs. By providing constant and open communications in this way, Shpock has demonstrated that it feels an obligation to its customers and is monitoring the situation – which is very powerful.
I believe that this simple but effective piece of communication is wonderful. Out of adversity, Shpock has triumphed with an on-point, behaviour-changing piece of relevant content.
For a more in-depth discussion of how communications and strategy can help your brand, please do reach out and contact me.