What Are The 5 Most Important Things Your Should Know About Marketing Strategies During COVID-19?
In every crisis, doubt or confusion, take the higher path — the path of compassion, courage, understanding and love. — Amit Ray
The outbreak of COVID-19 is affecting hundreds of thousands of people. With social distancing keeping many people at home, it’s getting harder for marketers to reach target consumers. We can see major shifts in behavioral trends. Consumers are accessing information mainly from online sources and social media. Streaming games and videos are becoming hit than any other time before. With so much changing so fast during this difficult time, what actions can brands take to serve and grow customer base and mitigate risk? Here are 5 most important things you should know before conducting your marketing strategies.
Present With Empathy Not Panic
Consumers feel vulnerable now. Fears and restrictions occur in their workplaces, locales and lives. They have completely no idea how companies might respond to unpredicted situations. Right now, it’s important for brands to stand out with true heart and generosity. You set the tone for how customers perceive the brand during a difficult time.
The nuances of brand voice are more delicate than ever. Brands posting encouraging quotes with pictures of staffs working at home helps spread positive energy on social media. For example, Chiquita Brands removed Miss Chiquita from their logo. To help promote social distancing, it posts on Instagram that “I’m already home. Please do the same and protect yourself.” Companies should operate with integrity and trust even as they come under pressure from a swiftly evolving situation. At this moment, if a brand is creating panic or use a negative tone, the “dark side” might be exaggerated and results in consumers’ bigger worry towards the brand.
Your Content — Associate Your Brand With Good Actions
Brands’ moves reflected in every ad campaign and event. Good actions during crisis are important for building brand image and are more powerful than just words in conveying positivity. Support content with the brand’s good actions.
Many brands start “Stay At Home” campaigns, provide free samples and waive delivery fees. Some beverage companies, like Diageo and AB InBev, repurposed their alcohol-manufacturing capabilities to make hand sanitizer, alleviating short supplies with their “It’s in our hands to make a difference” message. Aritzia, a women’s fashion brand, is donating 100% of its profits to the Aritzia Community Relief Fund. To support U.S. restaurant workers financially impacted by the crisis, Coca-Cola North America made a donation to the Restaurant Employee Relief Fund (RERF.US) to help the organization reach its impressive fundraising mark of $10 million in just 10 days. Your content associating with doing good during the crisis not only show empathy to consumers, employees and business partners, but also improve brand image and reputation. People will remember and appreciate brands for their acts of good in a time of COVID-19.
Use Media In More Agile Ways
When all the business is shut down offline, how can I rapidly attract consumers through online channels? Every marketer is thinking about the same question at such difficult time. And everyone is looking to secure key spots to replace lost opportunities.
However, the tougher the situation is, the more careful you should be while using media. As the COVID-19 crisis evolves, marketers should consider the right mix of media platforms and continue with a creative marketing strategy to thrive. When you modify the media mix, you need to be more careful monitoring ads and avoid being overexposed on news.
Adapt to Trends and Create New Strategies
As government and organizations continue to work toward containing COVID-19, consumers are changing their buying behavior and ways of entertainment. They tend to spend more time on social media and streaming games. It’s time for brands to explore opportunities and create new marketing strategies.
Brands should leverage different tools and adapt to people’s behavioral trends. For example, more people now are playing mobile games or watching streaming videos. Brands could amplify their use of ad-supported premium video streaming and mobile gaming, and invest more money on the most frequently appear media channel. Lean into digital ways of connecting with customers, which will likely have lasting positive effects. You could also deliver compelling content to attract consumers. More people will be spending time at home over the coming months. Brands can provide lighthearted and uplifting or informative and encouraging content to people seeking for support.
Keep Learning and Plan For The Next
Crisis is everywhere. Vision is especially important during this coronavirus time. It’s critical that brands understand the impact of business interruption, keep learning, and continue to triage the unexpected. The Coca-Cola Company has operated in times of crisis and tapped its network of partners, suppliers and stakeholders to provide not only financial resources, but also logistical, technical and marketing expertise to support suppliers, employees and restaurant communities in need. Javier Meza, CIO of Coca Cola, presented Marketing Now & Tomorrow on NYU Zoom meeting. He highlighted the importance of learning during this difficult time. Coca-Cola is also adapting to arising situations in different countries and creating new campaigns targeting at people on an international base.
Millions of consumers are out of work. Many of your B2B business partners might be shut down. Global supply chains have been broken. It’s time for you to rally your team around your vision and prepare for upcoming inflections in the industry, anticipate possible and likely changes, and take alternative actions.
Conclusion
COVID-19 is a tough time for everyone and every company. As a brand, show empathy and give help to people and business in need. Given the rapidly changing environment that you are working in, make sure to make changes, monitor, and keep learning. Present brand’s content with empathy and good actions and give out positive energy through social media. It’s critical to be more careful at this point and lean into digital marketing more wisely.
