The press and PR activities of BVL were also adapted to the unusual circumstances prevailing during the corona pandemic and greater emphasis was placed on digital communication in the provision of the various services.
The infection protection measures meant that it was not possible to stage in-person events; keeping a distance was the order of the day, and many members moved their workplace from the company or the office to their own home. This new situation also changed their information needs and the tone and form of communication.
The social media channels played a key role, and BVL members and those interested in logistics were able to follow events within the association and contribute their own ideas on YouTube, Facebook, Twitter, Instagram, and LinkedIn. Campaigns with photos from the practically empty head office or from home offices along with tips for the best way to unwind after a day spent working from home helped to create a good “community feeling” driven by communication at a safe physical distance but with an emotional connection. These formats were very popular, as is reflected by the follower numbers in the BVL channels – around 12,500 people currently follow BVL on LinkedIn, for example, and a further 1,300 or so on Instagram (November 2020 figures).
To support its members in navigating their path through the corona crisis, BVL provided a wide range of information on its website, such as statements from the network on the consequences of the pandemic and an overview of free service platforms via which companies can interconnect and work together to better face the challenges presented by the crisis. BVL also evaluated information and put this information into context in formats like the video messages of BVL Board Chairman Prof. Thomas Wimmer. In addition, since March the BVL website has been outlining and continuously updating developments, rules and requirements for events as the pandemic has widened, particularly with regard to the International Supply Chain Conference.
Video message from Prof. Thomas Wimmer concerning the economic situation of summer 2020 (German)
BVL put together a big “scrollytelling” focusing on the theme for 2020 and the conference, and short surveys on sustainability in the daily working environment produced some highly interesting findings. In addition, video and text interviews with speakers, articles on special topics and a range of other contributions set the mood for the conference content. The BVL press department handled the video recording of the digital conference and had previously performed the same task at the Forum Automotive Logistics at the start of the year. BVL also uploaded photos, statements and short reports from the conference to its social media channels. The success of this digital conference communication was particularly visible on Twitter, where the hashtag #dlk20 reached roughly 420,000 people during the week of the conference.
Beyond the information on the theme for the year and the issues relating to the pandemic, BVL members and the logistics community were also able to access a range of additional BVL content online. The “LOG.Letter” association newsletter was published on the website, in print and as a PDF, and the BVL blog featured a range of content-focused contributions – with highlights in the form of the two series by Wolfgang Lehmacher or the analyses of Prof. Christian Kille. “BVL Magazin” was accompanied by short behind-the-scenes video clips from the “On the move” interview format on the BVL website and in the social media channels.