2
Hello
A few of us have come together to share what we know that could help Britain’s amazing entrepreneurs revive and thrive when it comes to speaking about their business.
We’ve chosen to avoid dwelling on the problem, reams of data or predictions and just focus on moving on, with stuff you can do right now to keep smiles on and wolves away.
We’ve also tried to do this as briefly as possible while still, we hope, being useful. And we do mean “try” – the only certain thing right now is no one has all the answers, so please let us know anything we can change or add at hello@happyyolk.com.
Yours, with thanks,
3
THE KEY AREAS WE’VE IDENTIFIED
Part 1
Getting the business to usual-ish
5
Talking To Your Teams
Be Clear On Where The
Business Goes Now�
Share your future direction – Including any adjustments made because of COVID-19 – so employees can see how they fit in
Empower And Equip
Your Managers
Employees will look to their manager
for reassurance and guidance. Make sure you’re equipping managers to help their people understand and respond to what the business needs from them
Let Employees Use Their Voice
Take the opportunity to build greater engagement with your people, involving them and seeking their views and ideas to help the business move forward
Keep Communicating
Establish a ‘rhythm’ through which you keep sharing information on plans/progress and building dialogue to strengthen the sense of ‘common purpose’ among your people
1.
2.
3.
4.
6
NIK GOVIER, CEO + FOUNDER, BLURRED
Talking To Your Teams
Make it personal�As a small business you have this advantage over the corporates. You can recognise people as individuals�
Show just the right amount of vulnerability�It’s tough for everyone and by showing your own vulnerability - from struggling to work with kids at home, to dealing with loneliness - your team is more likely to be honest with you about their struggles. In understanding them, you can support them.�
Be open and honest�They’re all adults. So don’t pretend all is well when it’s not. �And don’t say anything you might have to back track on. �No one knows how this will play out and it’s fine to be honest about that. Use terms like ‘Right now’, ‘As far as we know’, �‘It’s our intention’.
Meet their needs�Their need for clear information - to the best of your knowledge - and their need for a bit of light relief / lols. �Mix your comms up to cover both.�
Be true to your values�They will always help show you the way.�
Don’t get stuck in the ‘now’�Still talk about the future; how the business might adapt �and evolve, what the world might look like. A leader is always thinking about what’s next and it will give them comfort.�Just be conscious that people might be concerned about the future of their role.
7
A simple one-pager from the Chartered Institute of Public Relations dealing with communicating with furloughed employees can be found here – but what happens when you’re ready for them to return? Here’s a set of questions that will help you make effective plans:
Who will you bring back, when?�You may want to plan a phased return to work: if so, explain your rationale and provide clear instructions for the people concerned �
If you are bringing people back to a physical location, what steps will you take to reduce risks and maintain social distancing? What protocols will you need to communicate and/or signage will you need to introduce?
Will you be embracing any different ways of working e.g. more working from home and/or more use of digital platforms rather than business travel? If so, clearly explain what, why and how
How will you help your people adjust to work, e.g. juggling childcare issues while nurseries and schools remain closed, or seeking to care for elderly relatives? What steps can you take to ensure employees have the flexibility they need – whether or not they are parents? �
What concerns will your people have as they return to work? Sound some out about any worries they may have, e.g. around the company’s future direction/financial stability, and address these directly through open communication
Back To The Future
8
How To Get Back To Selling
9
TOM NEWTON CO-FOUNDER OF GRAZE AND FOUNDER OF THEBRANDSHRINK.CO.UK
Decision Making As A Team
Running a small business IS about adapting if anyone can handle this you can... you got this!
Turn any data you have into something the whole team can understand - then use it. �
Share and prioritise. Come back together as a team, share your findings, discuss, come up with ideas and new questions. Prioritise the biggest opportunities and the stuff that needs changing now.�
Do what feels right. No one knows your brand and consumers better than you do... if it feels right then you can't go too far wrong.
3.
4.
5.
Part 2
Talking, and proud
What to say:
Where to say it:
11
Re(find) Your Voice
Whilst COVID has changed everything, your brand identity remains constant. How you speak to your audiences and design your products and services must be synonymous with your core character – now more than ever. There are thousands of brands trying to capitalise on the current ‘stay safe and stay home’ situation. Some are doing this well, whilst others are being lost in the ether amongst the cacophony of similar messaging. So how can your brand thrive now and beyond?
The answer to this is to stay true to your brand identity. Here’s three tips to help you do that:
Play to your brand strengths
Whether that’s your features, benefits, brand differentiation, or USP. Remember why you do what you do and reflect this in every aspect of your brand communications. Although you will know your business inside out, your customers will need constant reminders of why they should buy into you.�
Don’t be generic. Be what people need
Don’t say what everyone else is saying. It’s boring and monotonous and no one will be able to tell each brand apart. Instead, be what people need. When you chase demand, you become a slave for what people want. Think about what people need now and into the future to create communications with meaning. Kind of like Happy Yolk creating this guide – you didn’t say you needed it, but the folks there thought it might be useful.
Celebrate and connect to your community�Now, more than ever, we need to lean into our tribe and feel a connection to a sense of place or community. This is the moment to switch on that asset. Use your mailing lists and networks of ambassadors to connect with people – whilst using the above two tips, obviously!
85% say we could all use a bit more good news**
* Source: delineate COVID-19 Impact Tracker, April 2020
** Source: Opinium Research: Brand Marketing in a Crisis – Why now is not the time for silence, March 2020
83% of the population want to hear either the same or more from brands at the current time – and not just food, beverage and cleaning brands*
Two thirds (65%) would like the style and tone of comms to be helpful and practical whilst 46% would like to hear funny, light-hearted or entertaining content from brands, rather than anything too serious*
Nearly three in five (60%) believe there needs to be some fun in life and more than three quarters (78%) say they ‘just want to get on with things’ in a crisis*
Comms With Heart Has Never Been So Important
13
DON’T REACT, RESPOND.
“What can we do right now? What can we do with zoom? What can we do that is COVID related?”
While brands should be mindful of the situation: knee-jerk response like the above are rarely best. And saying, but not doing, risks virtue signalling, or even hypocrisy if company values don't stack up. This is an opportunity take a step back: think about how you can do less but be more effective. To listen to consumers and understand the market they are in and how their brands can offer something unique, local, tailored to their audience. While big brands rush to say the same thing this is a chance to take advantage of being smaller and think about how you can say something different.
THE WORLD IS DIFFERENT, BUT NOT THAT DIFFERENT.
It is also worth remembering that people don't want to be reminded of the crisis 24/7. People want brands and products to do what they have always done, provide them with chocolate to boost their day, or access to great content to make them smile. This should be the start point.
Being smaller can be a blessing. Not having the manufacturing apparatus to create masks or sanitiser means that smaller companies can focus on real, meaningful marketing that celebrates what their products do for people, which is likely to help them reach customers, survive and even thrive.
TONE APPROPRIATE
The pace of life has changed somewhat. And where that annoying ear-worm jingle-ad was really effective at cutting through the packed schedule of pre-covid world, if you are subject to the same approach sitting at home and hit with that same message repeatedly, it is going to get old fast. Likewise, certain gallows humour or darkly comic ideas, might be best road tested by comedians first.
Comms With Heart Has Never Been So Important
14
Being True And Adding Value
Consumption is easy. Copying it easy, binge-watching�is easy. It’s external and it doesn’t add value.
Contribution is individuality. It’s giving in your unique �way that only you can. It’s harder to copy and it adds value. At this time of self reflection, when we have a chance to slow down the rat race and not constantly compare ourselves to others, think: what are you and your business uniquely contributing? Play to that strength and don’t follow what everyone else is doing. This is the time when it’s a good idea to do that rogue idea you had, to not be conventional.
I can’t tell you how to contribute - only you can do that - �but I can give you some questions you can ask yourself (right) and some examples of how others are doing it (next slide).
What does contribution mean to you?
In what way can you uniquely contribute?
What can you offer?
What do you have access to that not many others do?
Don’t forget: YOU are also an influencer, you influence everything around you, what do YOU have to say?
Are you doing that marketing thing just because�everyone else is doing it? If so, how has the�response been? Would it be better if you were�uniquely contributing?
“
ALLBIRDS (wool hotline - call the number and hear the sound of sheep on their farms in New Zealand)
Nat Geo (handed over the keys to their IG account to ALL their photographers who add images whenever they want to)
Crosstown Doughnuts (teamed up with lots of small produce brands to offer delivery service)
Beauty Stack (started a virtual conference to keep their community engaged.)
16
Step 2. Consistency�
Step 3. Find communities ��Find new communities to engage with:�
Being Social On Social
The needs and buying habits of your audience will have changed - and some types of buyers may have disappeared completely. Refocus your sales to those still in need, and double down on finding new audiences to tell your story to:
Step 1. Content is king�
17
Being Social On Social
Step 4. Be social on social�
A brand connects and engages with customer on social
Customer clicks through to brands profile and sees valuable content that relates to them - *follow*
Brand consistently publishes valuable content that
relates to customer
Customer may share relatable content
with her communities
Brand connects with customer consistently
with engagement
Customer and brand build relationship with trust
CUSTOMER JOURNEY:
18
Forget about the big influencers�I know this might sound crazy but we don’t work with any influencers that require going through management and having contracts and doing ‘paid posts’ with. We believe that audiences can see through this. They know they are being sold to and they disengage.�
Find your community leaders�People with around 10K followers that are REAL tastemakers among their REAL friends. These people can help tell your story in a more authentic and genuine ways. They can grow with you and you can be on a journey together for a longer time. There is no ‘end’ to your contract.
Forget about the SEO�Instead focus on building loyalty and community; word of mouth is STILL the best form of marketing.
TIPS FOR REACHING OUT:
If you have time don’t just send a general copy/paste DM. �If you want this person to be interesting in your brand you have to show a little interest in THEM. Respond to something they have done, written or shared that resonated with you, make it personal. Then, when they reply to thank you, make your business request. Keep your message short and sweet - if they are interested you can always write more in an email.
You only need 1 tastemaker from a community on board, you don’t need to reach out to all their friends, it makes your request less special - people talk! Not to mention that you’re just capturing the same audience.
Find Your Community
19
A View From An Influencer
Things to note when pitching to bloggers/ influencers �during COVID: �
Don’t assume social media is for teenagers and have a relative, family member in that age group write a poor pitch to a blogger representing your company. Instead take time to figure out how to use social media. YouTube has the answer to everything on how to use every aspect of what you have a question for. Be professional at all costs, explain that like many businesses COVID-19 has impacted your company and how you feel your brand demographic and the bloggers would be of a similar audience. �
Be respectful. It can be hard for small businesses to keep things going with limited budgets. There's always so many personal and emotional elements to it.
LOUISE O’REILLY — @STYLEMECURVY
Long term bloggers will totally get this and understand the various emotions. However, keep your emotions out of your correspondence, don’t assume this person who you have never met is going to help you, don’t come across as condescending (many people consider blogging not a real job, that it's easy and takes no time at all - it comes across in email pitches ALL THE TIME). All the previous points will likely lead to bloggers deleting your email straight away.
Keep your email short, concise, respectful and as a result you will grasp their attention in the right way. Read more here.
Bio: Louise O’Reilly is a fashion and beauty blogger based in Dublin, Ireland. She describes her blog as an inclusive platform dedicated to those of all sizes celebrating the importance of body image and diversity. As well as being a blogger she is a professional model walking and featuring in fashion shows and shoots around the world. Follow her on Instagram
Part 3
(Re)Finding Purpose
21
A Renewed Purpose
Your purpose is your ‘why’ - your reason for existing other than to make money. It is distinct from your ‘what’ (what you offer and to who) and your ‘how’ (culture / experience). Our purpose is ‘to bring depth to an industry categorised by the superficial’. It - combined with our values - is our north star. It’s how we make decisions, it defines our direction of travel, it helps break deadlocks.
Our purpose led to us commiting to only working with clients that support the UN’s Sustainable Development Goals. It meant we shut the door to some, but that we appealed more to others. A clear sense of ‘why’ can be seen in this article from Tijana Tamburic of Female Narratives. It guided her reaction and response.
Purposeless businesses (Wetherspoons) have fallen short during the pandemic. Whereas purposeful businesses (Timpsons) have won hearts as well as minds. And numerous studies have shown that the purposeful ultimately fair better (google for tonnes of stats).
When we come out the other side we’ll vote with our feet and remember those that acted as businesses and not just brands. Those that supported the overall effort and that played their part. And we’ll also be drawn - ongoing - to those with a clear sense of purpose; as employees as well as customers.
So take the time now to redefine your businesses purpose and values.
NIK GOVIER, CEO + FOUNDER, BLURRED
22
This should open up thinking about your purpose. Which can lead to a deeper discussion about your role in the wider world
NIK GOVIER, CEO + FOUNDER, BLURRED
A Renewed Purpose
These questions form a loose framework for getting to your purpose. We lead purpose workshops with them. Don’t overthink them, ideally do this as a team, see what themes come out the other side.
This is about getting to the ONE most true thing about your business.
This is about an honest appraisal of the unwritten goal.� It’s vital that everything we do is designed with this big naked truth in mind
Section 1
Section 2
Section 3
23
NIK GOVIER, CEO + FOUNDER, BLURRED
Section Four
Section Five
Section Six
A Renewed Purpose
This is about getting to the ONE most true thing about the context in which you operate
This is about an honest appraisal of the unwritten goal. It’s vital that everything we do is designed with this big naked truth in mind
This is about digging into the levers you might pull to help bring about that ideal scenario
24
Gut, then Guts
GUTS
GUT
Thinking we’re gonna do the right thing wrong often stops us from doing anything at all. But if ever there was a time to trust your gut, it’s now. Creating these principles helps you understand where your brand has permission to speak, support and engage - knowing this now can bring huge dividends in and success when the dust starts to settle.
Part 4
How else can we help?
We want this to be more than a deck - we want to better understand how we can help, and keep building on this so that it addresses all the challenges you are facing, as they happen.
Let us know what else we can offer: hello@happyyolk.com
We hope you found this useful, please share around...
The focus is on “nimble, cheap (mar)comms advice” - what we’re likely offering many of our clients right now - but please filter for only those a business owner can do when they are their own marketing team.
Dear Agencies/Contributors:
�Help shouldn’t ever end and we like company.
We’d love any and all contributions where �you see fit, we trust your judgement. Ok maybe a few guidelines:�