We’re currently living amidst a pandemic and the seriousness of COVID-19, and the health and safety of all our friends and family is top of mind. Working in marketing at a time like this doesn’t compare to those working in essential services and the folks on the front line literally saving lives, but as people who live, breathe, and study modern communication, we thought we could offer some unsolicited advice to brands during this strange time. Over the past few weeks, we’ve been working very closely with our clients re-strategizing, coming up with appropriate messaging and brainstorming what they should and shouldn’t be doing during the COVID-19 pandemic.
Now Is Really Not The Time For ‘Buy Now’
Whether you’re a product, a service, or a provider of some kind, now is not the time for a “Buy Now,” message. Instead, focus your efforts on building brand loyalty with your existing fans, followers, and customers. Communicate with them clearly if they reach out and position your brand as part of a larger support system. Although it’s a slower play, building brand loyalty and developing stronger relationships with your audience will ultimately lead to a greater payoff.
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Pay Attention
The reality of navigating uncharted waters like this is that the situation is rapidly changing. Everyday we’re waking up to an overwhelming amount of publications covering the latest updates. While it’s nearly impossible to keep up with all the content, it’s important for brands to understand and be ready to adapt to the ever changing circumstances. Make sure you’re proactively monitoring your listening channels (including social) to hear what your audience is saying and responding to.
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Shelf The Pre-Pandemic Mindset
From ‘TikTok bandwagoners’ to Instagram Challenges and everything in between, we’ve studied digital marketing trends. But here’s the tricky part – that was all relevant to what we’re referring to as the pre-pandemic mindset. People are now in a completely different state of mind as their situations are in a constant state of flux. Because of this, now is the time to restrategize how to best communicate. Be smart about it, but try adopting new tactics while monitoring the situation closely. The hope is audiences will one day return to a pre-pandemic mindset, but until then, some of your previous data should be considered irrelevant.
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Ask The Right Questions
You won’t be able to truly understand your audience unless you ask them the right questions. This can include asking how their lives have changed in the face of the pandemic, how this may have had an impact on their behaviours, how your brand can add value in a way that acknowledges their new needs. The best way to provide good information is to ask the right questions.
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Be A Good Human
This is more of a reminder, but brands often come across as heartless businesses. Now is not the time to act robotic or cold. If possible, brainstorm with your team and come up with something you can do as a group of people, not necessarily as a brand. The human spirit is being tested at the moment, but we’re pretty confident it won’t be broken as evidenced by the 7PM cheering for doctors and nurses, the people volunteering their time providing for others and the amount of brands shifting their manufacturing processes to provide aid materials like personal protection devices, ventilators, beds and food.
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Please Don’t...
Focus on yourself: Unless you’re looking for a tweetstorm of bad sentiment the worst thing a brand can do during a crisis like this is cash in.
Speak inauthentically: Don’t make empty promises or be disingenuous. Audiences can see right through this kind of communication.
Talk for the sake of talking: We’re all being flooded with emails from brands about COVID-19, but unless your brand has something of value to add, consider not saying anything. Just because you see every other brand doing something, doesn’t mean it’s the right thing to do.
)
Now Is Really Not The Time For ‘Buy Now’
Whether you’re a product, a service, or a provider of some kind, now is not the time for a “Buy Now,” message. Instead, focus your efforts on building brand loyalty with your existing fans, followers, and customers. Communicate with them clearly if they reach out and position your brand as part of a larger support system. Although it’s a slower play, building brand loyalty and developing stronger relationships with your audience will ultimately lead to a greater payoff.
Pay Attention
The reality of navigating uncharted waters like this is that the situation is rapidly changing. Everyday we’re waking up to an overwhelming amount of publications covering the latest updates. While it’s nearly impossible to keep up with all the content, it’s important for brands to understand and be ready to adapt to the ever changing circumstances. Make sure you’re proactively monitoring your listening channels (including social) to hear what your audience is saying and responding to.
Shelf The Pre-Pandemic Mindset
From ‘TikTok bandwagoners’ to Instagram Challenges and everything in between, we’ve studied digital marketing trends. But here’s the tricky part – that was all relevant to what we’re referring to as the pre-pandemic mindset. People are now in a completely different state of mind as their situations are in a constant state of flux. Because of this, now is the time to restrategize how to best communicate. Be smart about it, but try adopting new tactics while monitoring the situation closely. The hope is audiences will one day return to a pre-pandemic mindset, but until then, some of your previous data should be considered irrelevant.
Ask The Right Questions
You won’t be able to truly understand your audience unless you ask them the right questions. This can include asking how their lives have changed in the face of the pandemic, how this may have had an impact on their behaviours, how your brand can add value in a way that acknowledges their new needs. The best way to provide good information is to ask the right questions.
Be A Good Human
This is more of a reminder, but brands often come across as heartless businesses. Now is not the time to act robotic or cold. If possible, brainstorm with your team and come up with something you can do as a group of people, not necessarily as a brand. The human spirit is being tested at the moment, but we’re pretty confident it won’t be broken as evidenced by the 7PM cheering for doctors and nurses, the people volunteering their time providing for others and the amount of brands shifting their manufacturing processes to provide aid materials like personal protection devices, ventilators, beds and food.
Please Don’t...
Focus on yourself: Unless you’re looking for a tweetstorm of bad sentiment the worst thing a brand can do during a crisis like this is cash in.
Speak inauthentically: Don’t make empty promises or be disingenuous. Audiences can see right through this kind of communication.
Talk for the sake of talking: We’re all being flooded with emails from brands about COVID-19, but unless your brand has something of value to add, consider not saying anything. Just because you see every other brand doing something, doesn’t mean it’s the right thing to do.