Hacky marketing.
But what does hacky mean?
Hacky or hackneyed writing takes advantage of an audience.
We’ve all seen it and we know what it feels like. It catches in the throat - and the eyes - and occasionally the ears.
It means insensitive marketing.
Insensitive marketing is everywhere. Injury lawyers preying on people’s vulnerability, charities that push too hard with shocking images.
It leaves you with the feeling of being manipulated.
In the 'new normal' we are seeing many companies trying to cash in on the trends of ‘all in the together’ and ‘better together’. Their words suggest togetherness and camaraderie and their actions suggest please give us your money, now.
Times of economic change and stress trigger innovation and compassion. They also trigger profiteering and questionable tactics.
Many businesses are now pivoting to fulfil a new niche. How do they capitalise on this niche? How do they ride this current without appearing hacky? Like they are taking advantage of a situation?
What do these companies want to win?
Trust.
They want to use the market and social instability to capture market attention and become an established figure. Then they can grow past the ‘new normal’ and ‘current climate’.
But what do they risk losing with insensitive marketing?
They risk losing the market’s trust if they are already established. They risk never taking off in the first place if they are a new business. People recognise the snarky tactics and ignore the product - even if it satisfies a key need.
The key example here is the supply of personal protective equipment or PPE.
Traditionally, marketers play into or create a need. But when that need involves health or government legislation? Then it becomes a sensitive issue.
Like all marketing you are providing a customer with an opportunity. You convince the customer that your product satisfies a need. Now the need is not always obvious, it may be for a restaurant or a service they were not aware they needed.
What if the need is critical? What if the need is obvious and linked to a national crisis?
VIC offers a unique solution to their business community.
So, full disclosure.
I have a business relationship with the businesses I will be discussing in the rest of this blog. Vision PPE and VIC are clients we are providing copywriting and social media marketing consultation for.
Like many companies based in the manufacturing sector Vision Lighting was harshly affected by Covid-19.
They had a challenge - construction sites were closed by government mandate. They also had an opportunity - they had ready access to PPE suppliers.
Vision rose to the challenge. They began to supply local businesses with PPE and efficient disinfection solutions.
Vision PPE supplies South Wales with reasonably priced PPE from a reputable source.
Their goal was to support their business community through the challenges and transitions of the new economy. This echoed with our aim of supporting small businesses to establish themselves online. There were two other reasons for taking this job:
VIC offers a unique service - It was an interesting brief. I knew that I would grow as a copywriter and marketer by taking this job.
PPE was a sensitive issue - It was a hot button topic.
How to do this with sensitivity?
So here is Wehi’s strategy:
Focus on benefits
Opportunity over obligation
Provided relevant context
Focus on benefits
Ogilvy famously stated that consumers do not buy products. They buy benefits.
What were the benefits of investing in PPE or disinfection services?
What benefits does your product offer in a sensitive climate?
Insensitive marketing would promote the benefit as not dying a painful and protracted death. Terrifying an audience with scarcity or fear never works well and is unethical. Especially when it is a little understood or evolving fear.
The key to marketing sensitively is in other essential services.
Car insurance in the UK is a legal necessity. Failure to get insurance before driving carries the risk of legal penalties. Currently entering certain locations without an appropriate face mask carries a legal penalty.
How do car insurers advertise their products? The good agencies focus on the security and the peace of mind that they can offer. The certainty that if anything ever went wrong there would be an organisation to protect you. They do not focus on the fear of injury, financial loss or legal fees. That would turn audiences away from their services long term.
Wehi focused on the benefits of Vision’s products and services. We crafted copy that created the same sense of trust and certainty.
We could have focused on the fear of an unknown virus. Instead we focused on the freedom and peace of mind that it offers customers. PPE was a road to enjoying forgotten pleasures like visiting parks or restaurants. It was a route to return to normalcy.
Applied to other sensitive services or issues it means focusing on the sunny side. On the best possible interpretation of the product. The sensation the audience will experience when using the product rather than the tragedy if they decline it.
Opportunity over obligation
People do not like doing what they are told to do. Fact.
Most of the opposition to face coverings and new regulations are just apathy towards authority.
Focusing on the obligation would associate Vision’s products with stress and fear. Rather than focusing on what you had to do we reframed their service as something you get to do. An opportunity to take a proactive step ahead of your competition. A way of distinguishing yourselves as a compassionate business.
Like with car insurance we could have focused on the fines for not protecting your employees.
Providing a range of PPE or disinfecting your premises is not an expensive obligation. It is how you protect and show respect for your customers and staff.
Provided relevant context
What did that mean in this specific case? It meant not contributing to that large amount of confusion information being spread on social media. It meant not preying on fear of the unknown. This involved sharing relevant news from reputable sources such as WHO (World Health Organisation) and BBC News.
Conclusion
Marketing always has had its pitfalls. Lockdown has made it feel like you are walking through a minefield. But if you stick to the principles outlined in this blog then you can share content with integrity.
Comment below with any suggestions or questions about marketing with sensitivity.
Follow us on social channels to keep up to date with the latest Wehi content.