During a crisis, marketers may find it challenging to figure out where to start. Within a brief period, individuals have transitioned into a survival mindset, prioritizing their own well-being, as well as that of their families, employees, customers, and communities.
Social media demonstrates this, as individuals urge their fellow citizens to adhere to government safety guidelines. Despite their political differences, people are coming together across neighborhoods and communities to establish connections and unite against an unseen entity.
Credible information from broadcast and cable television as well as premium media sources is being sought after by consumers due to social distancing, which has resulted in people staying at home and major changes in behavioral patterns.
Additionally, they are striving for increased escapism and amusement by downloading gaming applications, dedicating more time to social media, and streaming a greater number of movies and scripted shows. Furthermore, with the combination of remote work setups and live-streamed workout sessions, academic lectures, and social events, we are pushing the limits of our households’ internet capacities in a predominantly non-5G era.
At the same time, the growing requirement for tangible products is exerting pressure on emerging platforms, as the demand for online shopping reaches unprecedented heights.
Customers are increasingly leaning towards contactless payment solutions like using their mobile phones to pay at check-out without any physical contact or stylus due to health and safety concerns. Grocery and convenience stores, the primary providers of essential items, have uneven supplies for those brave enough to go out.
While certain behavior changes might be temporary, others could become permanent. As individuals transition from the current state of survival, the trend of embracing digital experiences is expected to continue without interruption. People will be compelled by their circumstances to explore novel avenues, ensuring that the momentum behind digital experience adoption remains steadfast.
Amidst these challenging times, how can brands adapt and respond swiftly to maintain and expand their customer base, minimize potential risks, and prioritize the well-being of their employees?
1. Present with empathy and transparency
At the present moment, individuals are experiencing a sense of vulnerability and it is essential to have empathy. Various banks, for instance, have taken the initiative to waive overdraft fees as they acknowledge the difficulties faced by their customers. SAP has also made its Qualtrics Remote Work Pulse platform available free of charge to businesses that are swiftly adapting to new work methods. These actions demonstrate humility when confronted with a force that surpasses our individual existence.
Brands need to be extra careful with the subtleties of their brand voice. Those that choose to take advantage of the situation for commercial gains will not succeed.
During the period surrounding St. Patrick’s Day, Guinness opted to redirect its attention from celebrations and pub gatherings to emphasize longevity and wellbeing. It’s important to recognize that in such moments, we may not have all the solutions. It is crucial to be able to fulfill the promises we make, even amidst uncertain times.
2. Use media in more agile ways
In order to adapt creative messages promptly as situations change, marketers will need to establish faster-acting operational models both within their organization and with agencies. The availability of remote production capabilities and creative resources will be especially crucial as the crisis progresses.
For instance, Nike promptly embraced a fresh slogan: “Engage in indoor activities, engage globally.” Additionally, Chiquita Brands eliminated Miss Chiquita from their logo to encourage social distancing and demonstrate their dedication to public safety. Their Instagram caption stated, “I’m already at home. Please do likewise and safeguard yourself.”
As consumers’ use of various media platforms evolves rapidly, marketers should adapt their media mix in order to stay innovative. For instance, due to the significant increase in digital entertainment, it is important for marketers to enhance their utilization of ad-supported premium video streaming and mobile gaming.
In the same way, brands should not be worried about being close to news consumption while consumers strive to stay updated, considering the high level of interest and pertinence. However, within the news environment, it is important to carefully monitor the frequency of ad appearances to prevent excessive exposure that could harm the brand’s reputation.
3. Associate your brand with good
If brands perform acts of good during a crisis, especially if done genuinely and generously, they will be remembered by people. This could involve giving donations to food banks, offering free products to medical personnel, or ensuring salary payments to employees even when the company is not operating.
In the wake of the coronavirus, Adobe took the initiative to provide Creative Cloud access to K-12 institutions, recognizing the importance of giving back during such times rather than solely focusing on profit. The efforts of Ford, GE, and 3M to collaborate and repurpose their manufacturing capabilities for the production of respirators and ventilators in the battle against the virus will likely leave a lasting impression on consumers.
Many adult beverage companies, such as Diageo and AB InBev, were praised for utilizing their alcohol-manufacturing capabilities to produce hand sanitizer. This initiative helped address the shortage issue, all while they conveyed the message “It is up to us to make a positive impact.”
To enhance the brand, it is important for companies to share feel-good content that relieves anxiety and promotes positive messages. Nevertheless, it is crucial for companies to demonstrate that their contributions are substantial and not solely driven by commercial gain. Consumers can discern authenticity and genuine intentions.
4. Track trends and build scenarios
By frequently tracking human behavioral trends, marketers will be able to obtain more timely and improved insights.
To improve messaging and promptly address emerging crises, marketers should consistently monitor sentiment and consumption patterns, paying close attention to conversations on social media platforms, community sites, and e-commerce product pages. It is advisable for companies to swiftly create data-driven dashboards to aid informed decision-making.
To ensure marketing choices align with executive decisions, marketers should establish stronger relationships with their C-suite peers. Furthermore, collaborating closely with finance and operations, the marketing team should analyze various scenarios and potential outcomes based on the duration of the crisis.
5. Adapt to new ways of working to keep delivering
It is commendable how swiftly numerous companies managed to shift towards remote work setups. By implementing collaboration technologies, teams can effortlessly access chat, file sharing, meeting, and call features, ensuring constant connectivity and uninterrupted productivity.
Virtual happy hours are already becoming the new norm for boosting team morale. Partners are now conducting remote pitches, acknowledging that it will be weeks before in-person sales calls can happen again.
Leaders need to exert their utmost effort in adapting every aspect of the operating model, such as marketing, sales, and service, to this unfamiliar situation. Our present state of discomfort has the potential to uncover fresh avenues for innovation and even enhance profit margins.
6. Angling consumption as heroism
In March 2020, when the pandemic struck and strict quarantine measures were implemented, millions of individuals found themselves precariously navigating their finances.
The stability of businesses was significantly impacted by the virus, resulting in high unemployment rates due to health and logistical difficulties. To ensure business continuity and reduce expenses during this time, companies in all sectors were compelled to let go of their employees.
It is interesting to note that some businesses have cleverly used this dilemma to their benefit. Marketers have made a deliberate effort to present consumption as an act of heroism in order to enhance their brand’s appeal and expand its reach.
Social media was flooded with marketing campaigns offering donations and financial aid to those affected, with businesses consistently urging their audience to purchase their products in order to support them. During the financial crisis, brands that successfully made their customers feel like heroes ultimately achieved sales.
LARQ’s exemplary demonstration of this can be seen in their “Pay It Forward” campaign, where they generously offered a $20 deduction on customers’ purchases in exchange for donations. Consequently, they managed to gather $18,000, which was used to procure PPE for healthcare workers through Direct Relief.
7. Emphasizing the importance of self-care
Even before the pandemic emerged, the notion of self-care has gained significant attention in recent years.
The significance of paying diligent attention to and prioritizing one’s mental health has increased significantly in enhancing an individual’s overall well-being. Amidst the COVID-19 crisis, this aspect has gained even greater importance, especially considering the detrimental impact of quarantine measures on many individuals’ mental well-being.
Many brands view the act of addressing a person’s self-care needs as a marketing strategy.
In order to ensure successful marketing during the COVID-19 pandemic, fashion and luxury businesses communicated to their audience that their products could assist them in coping with the challenging circumstances caused by the virus. An illustration of this can be seen in the swimwear brand Jolyn, which promotes the concept of self-care through a visually appealing “staycation” infographic that highlights its collection.
8. Reliability and problem solving
Other organizations reinterpret the narrative of the pandemic, presenting it as a logistical crisis in line with the earlier mentioned points.
B2B companies frequently mention the impact of COVID-19 on their supply chain, which has led to reduced profits and increased expenses. Despite the high demand for their services, logistics companies adjust their marketing strategies to showcase their ability in offering essential solutions.
Their target audience is definitely attracted to this marketing strategy because it contains a nugget of truth.
The supply chain has been hindered due to travel restrictions on borders, posing difficulties for businesses operating in a pandemic. The emergence and success of companies in the delivery industry can be attributed to their adept problem-solving abilities.
9. Thriving through controversy
Publicity, whether negative or positive, still generates attention.
Certain businesses have indeed experimented with negative advertising and provocative statements in order to catch the attention of their target audience. Despite receiving negative exposure, brands can still achieve success as they generate conversations on social media platforms and initiate discussions on important societal matters.
Some businesses choose to downplay the pandemic by referring to it as a “staycation,” thereby disregarding its seriousness as a worldwide health concern. This leads to negative attention and a tarnished reputation for these businesses. Nevertheless, they continue to employ this marketing strategy in order to increase their brand visibility and gain popularity on social media, despite the unfavorable impression it creates at present.
The public did not respond favorably to Belo’s #PandemicEffect. Online discussions were initiated, focusing on beauty standards and their impact on mental health, particularly in light of the pandemic. Despite the negative reception, the hashtag gained popularity and generated conversations among people.
10. Contributing to social causes
In the midst of the pandemic, marketing has adopted a socially engaged strategy where businesses actively participate in social initiatives. By promoting their products with the intention of consumers supporting each other, brands reinforce the idea of unity and togetherness during challenging times.
While this practice was already in existence before the pandemic, it may appear more appealing now due to the heightened social awareness of the current consumer generation. For instance, certain brands collaborate with non-profit organizations or charity groups to extend their support. Additionally, some promise to donate a portion of their earnings to aid those most impacted.
It is important to closely monitor and consider this marketing strategy as it could be perceived as insincere. Additionally, one must assess how the intended audience will react, particularly considering the common criticism that the contribution is usually minimal compared to the profits generated.
For instance, consider Unilever’s philanthropic campaign. Given their reputation for producing various soap and cleaning product brands, it is only logical for them to contribute disinfectants in the battle against the virus. Consequently, they have committed to donating soap, sanitizer, and bleach valued at €100 Million to educational institutions, hospitals, and healthcare facilities across the globe.
