StoreyLine Newsletter No.2

Compare and contrast of how different DTC brands adapt marketing messages

In last week’s newsletter, we gave a high-level overview of how to engage with customers during this special time; today, Sarah will dig into messaging strategies a little bit deeper and highlight specific examples of what has worked well, and, uh, what to avoid. Have you come across brands that have done a great job? Let us know in the comments!

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As April 25th (aka “the perfect date”) approaches, our usual need for a new light jacket seems silly in our temperature-controlled homes. Thanks to COVID-19, online shopping has dramatically changed, and with that, marketing messages need to change. Some brands have quickly adapted to these changes, but others continue with a business-as-usual tone. Welp.

StoreyLine is here to help, and below we want to give a shout out to brands who are leading with empathy and helping their customer base navigate these confusing, difficult, and scary times with a “people first” mindset:

• M.M. LaFleur: This modern woman’s business attire company has completely dialed into the fact that the modern woman is likely working from her couch, battling home distractions, and struggling to stay motivated. The M Dash, their newsletter, still consists of fashionable pieces customers should try, but they’ve tailored their recommendations to cozy attire to maximize fashion while staying home. The M Dash also includes book recommendations and inspirational quotes focused on helping people prepare for career transitions, promotions, and planning for the future; they know quarantine won’t stop go-getters from advancing their careers!

• Glossier: Going from an office buzzing with energy to a quiet home can be jarring, and Glossier, the iconic skincare and makeup company, had just the cure. A recent customer email included a Spotify WFH playlist that also featured the DJ in charge of making playlists for all their popups and company events. Employee appreciation AND empathy, all in one – bravo!

• Birdies: The comfortable shoe brand originally designed for busy moms understands even the most polished of professionals doesn’t have it all together when removed from an office setting. Their Instagram takes on a relatable note, highlighting different staff members’ expectations vs. reality while working remotely, and the result is hilarious.

• Milk Bar: Sometimes, you just need a reminder that no matter your current situation, you’re doing great. This simple reminder portrayed in a fun game of Bingo on Milk Bar’s Instagram provides some comfort, if not a subtle hint that it’s okay to treat yourself to delicious cookies or cakes when the world feels like it’s turned upside down.

Of course, we’ve also noticed brands that seem oblivious to the fact that we’re in a pandemic. Since we’re not in a Bird Box scenario, people can look out the window and understand the deserted streets signify the magnitude of the situation, and a quick glance at the Internet provides a look into the daily worries people are experiencing. That’s why, emails with the usual advertisements, even with sales attached, paint companies as profit-over-people machines. Here are a few examples we’ve seen that did not send the right message to anxious consumers:

• One month free off year-long studio membership: Though a month free from a usually expensive yoga studio initially seems generous, asking for a year-long commitment in a time of great uncertainty is shocking. Millions of people have already lost their jobs because of COVID-19, and job insecurity means paying for a year’s worth of yoga is likely not a top priority. Moreover, 12 months of yoga when shelter-in-place directives have no clear end date amplifies the foolishness of the message.

• Multiple emails per day about leggings on sale: Sure, leggings are comfortable for lounging as well as working out, but do people really need several pairs of leggings, even discounted, to help them through? As the unemployment rate climbs, students tune into their virtual classrooms, and families work around one another balancing tasks, asking people to look at athletic gear doesn’t seem to meet core needs.

Bringing it all together, advertising empathy, support, and open ears are the most effective tools companies can use at this time. Put yourself in your customers’ shoes, and think about what priorities may have shifted in their lives, and the connections they feel have been lost. Sincere customer connections will deepen brand loyalty long after physical distancing is over, and your presence in the lives of consumers will be more powerful and long-lasting.