I’m sure you’ve received several messages about novel coronavirus, or COVID-19. Airlines, supermarkets, food establishments and even credit card companies were swift to communicate their response to a global pandemic.This is just another form of marketing. Brands can either support or impede their collective experience. So when a cultural moment shifts as radically as it has in the face of COVID-19, it’s important for brands to tackle the problem with caution, empathy and careful marketing.
Bandwagon Effect
Bandwagon effect is a psychological phenomenon in which people do something because everyone else is doing it. In marketing, we believe that if a company is doing something, it can’t be wrong. And then we participate as more and more jump in this. Now, I am not here to argue whether it’s right or wrong to get on the bandwagon.
Joining a common voice to drive important messaging adds plenty of value. Once the train in the bandwagon has left the station it has a strong impact on consumer behaviour. If customers now assume that a response is needed, there’s no choice but to take part. But you need to be responsive to the way you interact when you hop on the train. Do it tactfully. This is just a part of marketing during a crisis.
Obtain Information
We all are trying to know the latest corona update by checking news portals, TV news. Because uncertainty is very uncomfortable. Now, your turn is to assure them about your measures against this crisis. Obtain information about what your customers want and need. The reaction of different businesses will be different in this lockdown situation. For example, If you have a DTH service business (Ex- Akash), you should focus on better screening quality and gather as many new channels as possible. Your marketing strategy can include new offer campaigns, affordable lite packages.
For the food delivery business, your main focus should be safety. Ensure the delivery man is not sick, your food is well packed and borne with a safer carrier. Send your existing customer a message about the measures you’ve taken. Offer them multiple discounts. As people can’t go out for food, if you can assure them safety with proper marketing, they’ll just dig in. So, first gather information about what they actually want right now.
Adjust Marketing Campaigns and Schedule Timelines
Some brands can produce fast-turning ads that are designed for a particular moment. Those are often impressive (and enviable to a marketer), but there are prohibitive risks involved which render such war-room action impractical for most. Your first task should be to audit what you have in your pipeline, especially any pre-scheduled content where the launch is inevitable.
Determine what should be paused immediately
Start pushing back timelines on big projects that are likely to be overshadowed. Or pause entirely if you are not sure if the content is acceptable. Just because a campaign has certain components that aren’t acceptable at the moment doesn’t mean it needs to be fully scrapped. For example, all fashion houses stopped their Baishakh Collection Campaign last month. But now they’re fabricating similar marketing for Eid with a home delivery option.
What to prioritize
In the meantime, you should move some stuff up. Look for ways to redirect your messaging successfully. For example, a campaign focused on “Get closer to your customers” may pivot to “Help your customers” or “Customer relations matters.”
Analyze your language and imagery
Avoid images of people touching or crowds. It involves people working out of the house in offices or at social gatherings. Try to frame marketing terms representing close contact. Messages that promote immediate contact can be scrutinized thoroughly . If you have current or future campaign visuals that could be tricky, review the picture now or move the timeline later. Come up with content that represents current situation and at the same time grabs people attention too. McDonald’s promotes social distancing:
Try not to capitalize this crisis
In response to the crisis, brands need to connect as it relates to their company. For example, you can communicate about the constructive steps you are taking, store openings, or policy changes related to COVID-19. Since this sort of marketing contents are informative, they add value to consumer relationships.
Consider that during this time many people can’t work and are actually worried. A sense of modesty and empathy will, by implication, be a buffer for everything the company says in the near future. No “Hot Deal COVID-19! “Or other wording.This will just result negative marketing.
Crisis like this reminds us that marketing stakes are not life or death. But we also should know that it’s very important to feel normal,productive and feel like we contribute positively to the world. If you need any suggestions regarding marketing, Contact me here.
