Covid-19 and marketing
The pandemic won’t last forever, but at the moment, businesses are facing some unusual marketing challenges as companies learn to do business in new and unexpected ways. While some believe that cutting back on marketing campaigns while things are slow makes sense, others feel that’s the last thing they should be doing. Communicating with consumers is more critical than ever, as the rules change from week to week. Perhaps the most significant change is that marketing messages are developing a new tone as customers learn to live in the age of COVID-19.
Message Tone
The typical light-hearted advertising message is a hard sell right now, while so many are suffering. Instead, the focus has shifted to safety protocols, and the tone has become more compassionate. Health and wellness have become more prevalent in marketing campaigns, and television commercials portray the challenge of educating children while trying to work from home and remain productive.
Ability to Pivot
Restaurants were some of the hardest-hit businesses this year, with the temporary suspension of indoor dining in many locations. Most of them quickly pivoted to offering contact-free takeout orders with complimentary curbside pickup, in addition to home delivery. This information had to be communicated to customers, as did the details about safety measures being put in place for their protection. In many cases, it meant reworking marketing materials and all other forms of advertising. This was probably not a line item on anyone’s 2020 marketing budget, but the ability to make the shift quickly was a crucial survival factor for many businesses.
Frontline Workers
Healthcare providers have worked ceaselessly to care for patients fighting the COVID-19 virus. First responders, people who shop for and deliver groceries, and shipping services that are handling an enormous increase in packages due to online shopping, are all putting their own safety on the line to protect others who are more vulnerable. Video and print ads, email campaigns and other marketing communications have begun including messages of appreciation for these essential workers. Despite their own difficulties, restaurants provided lunches for healthcare workers and first responders. Hopefully, their kindness will be remembered when all of this is in the past.
Giving Back
As a result of the health crisis, American companies have shown what is possible when people work together. Manufacturers retooled their production line to build ventilators. Local independent bookstores offered contact-free curbside delivery so that sick and quarantined people had something to read. Customer loyalty is more difficult to maintain during these strange times, as consumers purchase new brands simply because of availability. Businesses can remind their customers how they earned that loyalty in the first place by giving back to their communities.
All across the country, businesses have been doing what they can to help, and advertisers want consumers to remember it when things improve. It is the job of marketers to make sure they don’t forget. Consumers will learn who is donating a portion of their proceeds to buy personal protective equipment for healthcare workers because marketing campaigns have been changed to reflect that message.
New Normal
Chances are that as consumers, some people will never return to purchasing habits we used to call normal. For example, some households have learned that they like having their groceries delivered and may continue doing so in the future. People have also realized that you can have just about anything delivered right to your front door. Brick and mortar retail businesses will have to try harder than ever to regain their in-person shoppers, and it will be up to the marketing experts to figure out how to do that.
Marketing in the age of COVID-19 is different than anything we’ve seen in recent history. Communication with customers is vital and requires updating as the situation continues to change.
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The tone of marketing campaigns has changed as well, with a more understanding and compassionate message. Marketing teams must be able to adjust quickly as this story continues to unfold.
