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11.01.2023 15:40:00

Wartime marketing: we need to eliminate the white noise and use sensitive communications

Wartime marketing: we need to eliminate the white noise and use sensitive communications

Marketing experts tell about the trend of sensitive communications, the importance of brand’s public position and the new style of communications with customers in the context of military resistance to Russian invasion of Ukraine.

It has never been more important to be in context than it is today. If communications don’t fit into wartime, the brand is gradually losing ground in the market and loyalty of the audience. Representatives of top Ukrainian companies shared their communicayions experience at the conference Marketing with faith in Ukraine.

Brand’s civic position. Any business should clearly determine its position on the war and clearly communicate it to customers. Answer whether your company condemns Russia’s actions, whether it has left Russian market, and whether company’s communications comply with the current law on the Ukrainian language.

“Before 24 February 2022, we didn’t wonder what to do with those markets and countries that behave aggressively, that are under sanctions. People expect us as a company to express a clear position that we disagree. Therefore, it is necessary to have a strategy of work with sanctioned markets that don’t support the global policy”, says Ivan Kuzov, Chief Marketing Officer at MacPaw.

Information about company’s current activities is no less important: how the war affects fulfilment of company’s obligations to customers, how the business passes the current crisis, and what are the plans for the next period.

Commitment to values. Despite the war, it’s important for brands to remain fully committed to their values and initial goals.

Just like Ukrainian citizens, Ukrainian companies have realized their national identity and are entering global markets as strong players with unique products.

“Marketing should be based on international networking. I can see a great interest in Ukraine myself. You have to meet people; you have to tell about your business; you have to talk about what you can do in common history. You shouldn’t be afraid of global communications. You need to invest yout time and efforts to get to the next level”, believes Kylyna Bisher, communication manager at Ministry of Digital Transformation of Ukraine.

Sensitive communications. Brands should always prioritize feelings of people who consume their content. Now Ukrainians are in very different circumstances. “Maximally sensitive communications are a new trend. People don’t want to read rational communications. They want humanity, emotional involvement. We used to talk about everything. But we need to eliminate the white noise. We need only talk about what we cannot keep quiet about. Choose targeted communications that clearly and individually meet the needs of the audience”, comments Olena Plakhova, Cief Reputation and Marketing Officer at Nova Poshta.

Before publishing any content, you should analyze whether the information is really important for your customer and whether it helps him to solve the problem. If the answer is ‘no, absolutely not’ or you have any doubts, it’s better to wait for the right moment for this content.

Marketing communications should be accurate and relevant to the context of events, in which the brand and its customers are. “Content history is enough to tell about the most relevant things: there is a bomb shelter, there is a power generator, and there is a Starlin”, adds Anton Voroniuk, CEO of WebPromoExperts Academy, Development Director at WebPromo.

Source: rau.ua

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