Communications Playbook - Lessons from Hong Kong with Allison Thorpe
Allison Thorpe is the Associate Director of SUTTON. The current situation is fluid, and pausing to figure out the best approach, revisiting brand values and thinking about what really matters to staff, communities and audiences before re-entry, is vital. Reflecting on her experiences in Hong Kong, which is 4 months ahead of the UK in terms of the public health crisis, Allison advises a careful and deliberate approach, with an eye on being agile.
Allison drew on advice given to artist Ryan Gander by his father:
“Let the World Take a Turn”
This emphasises the time and its passage in relation to communication around Coronavirus. Sometimes it is OK to take a day and let the world take a turn before acting.
Allison advises that after the initial paralysis they saw a huge growth in communications activity. The majority of this was inevitably online and we are already seeing in the UK a huge proliferation of online viewing rooms and virtual studio tours. For years the art-world has been stubbornly resistant to digital and she cited Mark Glimcher of Pace’s recent comments that ‘we aren't in the retail business, we are in the experience business’ which means we have to think seriously about not just creating content for contents sake. Instead, we must think about every aspect of your audiences’ experience of your brand.
Before overhauling your communications, Allison suggests doing an audit, thinking carefully about who your audiences are. Understand what of your content has been most successful in the past, resurrect the greatest hits and think about the power of user generated content. And then review ideas in light of your intended visitors, thinking especially now about sensitivity. Some other points from Allison to think about and examples:
Make real-time connections
Think 1 to 1 touch-points eg direct mail campaigns using old catalogues
Think Locally
What you can do as a community ? E.g David Zwirner gallery’s initiative Platform: London bringing together 12 London galleries to present artwork
Advocacy
How brands operate now will cement their reputation.
Community generated campaigns nurture good will (such as Mark Titchener's 'Please Believe These Days Will Pass’ billboard and poster project)
Share and advocate with and for organisations and businesses similar to your own.
Remember collecting IS a form of philanthropy
Online channels
Don't put all your eggs in one basket; make sure your digital activity is complementary.
Remember that Instagram is a visual tool, but facebook is more interactive.