Should you keep marketing during COVID-19?
As a marketer, you always want your brands and products to be seen in the best light possible. But recently marketers around the world are trying to reprogram and re-plan their content and activities in light of the COVID-19 pandemic with some still unsure about whether it would be appropriate or event acceptable to keep their ads running.
As an eternal optimist, I’m always on the lookout for opportunities. But this doesn’t mean being insensitive. The short answer, however, is yes. There is opportunity to still market without sounding gross. It’s all in the approach and messaging.
A recent ongoing study by GWI shows that people globally believe this pandemic will continue to affect their lives long after the virus has gone – their jobs, income, general state of the economy are all under question. However, globally, about 50% of those interviewed approve of brands running “normal” advertising campaigns which aren’t linked to coronavirus; only around 20% express disapproval, with the rest being neutral.
There are of course higher approval scores for brands running campaigns which show how they are responding to coronavirus / helping customers, as well as for contacting customers to let them know how they are responding and the highest approval ratings are for brands providing practical information / tips which help people to deal with the situation – close to 90% support this. Conversely, the lowest scores are seen for “normal” advertising (52%) and brands continuing to sell non-essential products online (60%).
These are great indicators that any “business as normal” activities, in particular marketing for non-essentials, are tolerated, but need to be managed very carefully. Below are some tips to continue marketing in a different way during this time.
1. Offer help selflessly. Generosity should be embedded in a modern business, but none more truer than today. Offer partial services or advice to those need it, at a discount or complimentary – particularly to essential service businesses. This not only keeps you productive builds good rapport and reputation for a company that genuinely cares.
2. Payment flexibility. With many losing jobs or being forced to take pay cuts, offering payments plans or deferred payments will likely help to ease financial burdens especially on high ticket items or service contracts.
3. Training & mentoring. In a time of uncertainty and job losses, there will be an appetite for training, coaching and mentoring. As a business or professional you can offer your expertise to your customers – whether that be a simple half an hour marketing consultation, or accounting advice, or a webinar in your chosen field – there will be an appreciative audience; both in the short and long term.
4. Run Paid ads Paid ads in social media and search are incredibly cheap right now. It is very common during an economic downturn, that there will be less competition, meaning less cost (due to demand and supply models). Additionally, with everyone being at home traffic on the web is also up, so there is a huge pool of people out there looking for content
5. Don’t Exploit Lastly it goes without saying – don’t exploit. Don’t be this guy. Don’t use your marketing to prey on fears or those who are vulnerable. In extraordinary times like this, brands need to be tolerant, positive and sensitive to the circumstances. If you keep your messaging firmly focused on supporting the community, your staff and customers, and your brand will be remembered long after the crisis is over.
