In this episode, we speak with special guest Alexi Neocelous, who is a world-class copywriter and founder of fubbi.co - a content production agency.

Here are some of the questions we cover:

1. Tell us about yourself and how you've created Fubbi?
2. What's the biggest challenge with creating content in a crisis?
3. What do you feel has been the biggest shift within your business as a content agency?
4. How important is having the right mix between quality content and a strong paid advertising strategy?
5. What's your advice to small businesses about how to create content that's topical around the current social lockdown/economic crisis?
6. Have you seen an increase or decrease in any specific content methods (i.e. emails, posting, podcasts etc…)?
7. What content methods would you avoid?
8. If someone is thinking about writing a book for their business, what steps do you need to take?

In this episode, we cover how to adapt your message-to-market and the hottest digital strategies booming during COVID 19 to best equip your business to survive & thrive.

Introduction:

1. GMS Team
2. Purpose of the Advanced Digital Growth Strategies FB Community
3. What to expect on these Weekly Sessions

This week's topic: "How to adapt your message to market and the hottest digital strategies booming during the crisis right now"

What's the biggest concern for business owners around COVID-19?

Business owners are far more concerned around their Financial security for their employees and their business, rather than their individual health and well being.

How has consumer behaviour changed as a result?

• Increased awareness around personal hygiene
• People are changing how they shop. Less in store and more online shopping.
• People are cooking more home meals, resulting in less eating out, and take-away meals.
• People are finding new ways to exercise with the closure of gyms.
• People are looking for new ways to connect, spending more time on search and social such as FB, Instagram, LinkedIn, Google, TikTok, House Party etc.

How brands can respond:

• The way that brands respond to a crisis NOW will influence how consumers respond to you in the future
• People are expecting brands to deliver REAL value, Act responsibly and Do right by the community.
• They want assurance, assistance and comfort right now.
• Give VALUE, VALUE, VALUE

How to change your message to market

• People are looking for security and assurance right now. So you need to adapt your messaging to provide that security. 
• Provide assurance, assistance and comfort. 
• Promote and deliver random acts of kindness to your network

What strategies are BOOMING right now

1. 🚀 ONLINE EVENTS: Moving your live events to online events
2. 🚀 ONLINE COACHING: Updated market-related online coaching courses
3. 🚀 ONLINE RETAIL: Shifting efforts from in-store to online retail
4. 🚀 ONLINE HOME DELIVERY: Increasing demand for more home-delivery services
5. 🚀 ONLINE FITNESS/HEALTH: Delivering virtual at-home classes/workshops
6. 🚀 ONLINE MEETINGS: Zoom Vs In-Person

Examples of how brands can act responsibly, and positively:

Ensuring access for those most in need. Woolworths has a dedicated shopping hour from 7am to 8am for the elderly and those with a disability. 

Encouraging preventative measures. Lush is inviting people to come in and wash their hands for free using their products. 

Shifting to production of essential supplies. Businesses such as LVMH are using their factories to manufature hand sanitiser. 

Helping people stay connected. Optus is offering its mobile customers 20GB of free extra data. 

Increasing flexibility for customers. Qantas is offering travel credits for anyone who no longer wishes/is able to travel and is extending loyalty status periods. 

Showing solidarity and reminding its not forever. Guinness reminded people on St Patrick's Day that "We'll march again" and gave major charitable donation to tackling coronavirus in the US. 

Alleviating financial concerns. Ford in the US is replacing its product ads with brand communications and is promoting a credit relief program. 

Helping people keep up their routines. Sam Wood is providing free live workouts and restaurants are launching temporary takeaway menus.

What's the biggest takeaway from today?

1. Go VIRTUAL
2. Deliver VALUE first
3. Update your MESSAGE TO MARKET
4. Avoid FEAR & DOUBT
5. PUSH not PULL your marketing

Help people pass the time (entertain and make them smile).

What you should avoid - Being seen as opportunistic and profiting off people's bad situations.

Remove any fear and doubt from your messaging, and replace it with assurance and comfort - there's already enough mentions of COVID-19 in the newsfeed!!