This week we have caught up with the digital marketing gurus from Superdream who you might remember won the Gruen Transfer Award for their Great Barrier Reef Foundation pitch.
These craft communicators have pointed out how all communications to stakeholders and donors are getting caught up in a ‘same-sameness’and losing cut through at the moment.
Kirsty Visman is the Managing Director of Superdream and has put together this little teaser;
Have you noticed a same-sameness to COVID-19 comms?
Caught any of the TV commercials on air at the moment?
There is a recipe to this communications that you could play bingo with:
✔️ soft piano music
✔️ warm voice over
✔️ montage of vacant spaces/roads
✔️ "unprecedented/uncertain/challengingtimes"
✔️ "home"
✔️ "together"
✔️ "We're here for you"
This video is great mash up of the sea of sameness. https://www.youtube.com/watch?v=vM3J9jDoaTA&feature=youtu.be
Not-for-profits (NFPs) and charities aren’t unique here either, and there is a reason your COVID-19 communications might not be cutting through if they look and sound anything like these examples.
So what’s the solution?
As marketers, Visman says they we are forever trying to identify a brand’s values. “This isn’t just a buzz word, it’s your ‘why’, your reason for getting up in the morning” she says. NFP's and charities have the advantage over most corporate's and SMEs, in that you generally are well aware of why you exist.Communications that are centred around your purpose and your values are going to be the most authentic, and have the best chance of resonating with your audience.
Visman says that they have been busily helping craft genuine human connections for communications for their charity clients at the moment. She adds, “we're here for you in this 'unprecedented time' so we can get through this together!"
