The advent of COVID-19 has rocked the world. Many believe that it will have lasting effects on the way members of society live, work, play, and consume. It will undoubtedly impact marketing activities. And the way marketers get work done needs to evolve to meet the moment.
Your messaging will matter more than ever.
Be authentic
Consumers are poised to call out brands for messaging that they see as performative or hypocritical. These tendencies are especially true on social media and can have far-reaching and long-term consequences for a brand. Instead demonstrate your genuine concern for the ongoing pandemic by sharing how you are protecting your staff, donating to worthy causes, or spreading information that can benefit the greater good. Be creative about what makes sense for your brand and what your audiences may expect from you.
The positive mindset
During a global pandemic, audiences are craving encouragement and camaraderie. Emphasize content that is inspiring and positive. And stray away from somber or depressing attitudes. Furthermore, it would be best if you were extra careful when experimenting with humor. Making jokes may seem insensitive since many people are currently experiencing deep personal struggles. Your audiences do not need any help feeling down right now, and definitely, you don’t want them associating the negative feelings with your brand. Instead, be optimistic, show empathy, and convey a message of community and togetherness.
Double-check your creative
In this new norm, words and imagery that were once harmless now have taken on new meanings. It would help if you analyzed all of your content carefully for phrases that might invoke unwanted thoughts or feelings. For example, visuals or mention of hugging, high-fives, large crowds or events, and words such as “spread” “infectious” or “viral” may not be appropriate for this time.
Remain flexible and vigilant
Market dynamics continue to evolve rapidly. If there is something you can be sure of it is that circumstances are going to change. Analyze your messaging regularly through the lens of the most recent news developments to avoid any faux pas. Something acceptable at the beginning of one week can be completely inappropriate a week later. The incredibly fast pace of the news makes your ability to be vigilant critically important. The worst thing your brand can appear to be is tone-deaf to the evolution and severity of the situation.
Get ready to change your plans.
Budget cuts
In times of crisis, marketing tends to be one of the first casualties of budget cuts. And company leadership who struggle to recognize the actual value of marketing are inclined to cut marketing expenses first. However, this pandemic presents some opportunities. With families spending more time at home, screen time and media consumption have risen dramatically. Besides, marketing serves as the primary facilitator between your business and its target audiences. Even if people aren’t buying at this time, dismantling this capability could be detrimental to your business in the medium term. Rather than scaling back their marketing, brands should craft creative ways to provide value through marketing in this “new normal.”
Campaign changes
COVID-19 has interrupted everyone’s plans. This situation is particularly hard for businesses that have spent time, money, and resources ready to launch new marketing campaigns. Now they will have to reconsider their approaches and maybe restart everything from scratch. For example, any marketing campaign around live events might become impossible to execute.
However, marketing activities do not need to stop. Instead, they need to adapt. Brands should leverage this time to nurture their relationships, prepping for the bright future that will come.
Help out your customers if you can
People are grappling with the fallout of this pandemic. Do not appear to be insensitive to their struggle. Instead, show your audience that you have their backs. For example, try offering favorable payment terms to those who are falling behind payments. As much as possible, your company should take action that shows a commitment to support all of its stakeholders throughout this unprecedented health crisis.
Getting the work done safely
Flexible work schedule
Managers should embrace flexible work hours so as not to add to high stress-levels related to the uncertainty and fear regarding the coronavirus. As a result, they should encourage creative work arrangements that allow their employees to feel safe and comfortable.
Working Remotely
Per the guidelines from state and health authorities, remote working should be the most likely option for the marketing team. There is a lingering perception that working outside the office can negatively impact communication and productivity. However, by leveraging tools like Trello, marketing teams can maximize their productivity and minimize the impact of working outside the office.
In-Office
With some adjustments and by following social distancing guidelines, some teams can safely work in the office. However, depending on the office configuration, a collaborative workspace approach might not work due to social distancing constraints. Further, the number of employees that could be in the office at the same time might be limited. In this case, alternating “in-office” days could be a solution. We certainly see this option as a last resort, given the potential for infection. Also, regular sanitizing of work areas and the implementation of rigorous cleaning practices by their janitorial staff is critical.
It is becoming increasingly apparent that the global pandemic COVID-19 will be with us for longer than previously expected. During this time, the marketing team needs to adjust its approach to stay productive. While the way we work has changed, brands can still make meaningful connections with their customers.