COVID-19 has severely impacted our lives in unexpected ways. Businesses have closed, people are being ordered to stay in their homes, people from the poor communities are finding it hard to meet end needs, and uncertainty surrounding the economy is rising. In times of crisis, it seems like revaluating the marketing budget is the first thing to do but it’s not the right approach. At this moment, it is more important to keep your customers informed and engaged. However, organizations and marketers need to make added effort to find new ways to communicate during this time.
The coronavirus pandemic is possibly going to slow down India’s economic growth this year which will further continue over the next year. With signs of recession already starting to pop up in economies around the world, the decline in the economy is expected to shut down businesses and force many to approach better marketing strategies.
Change in Customer Behavior
The pandemic and its consequences have led to an extreme change in consumer behavior. It has not only changed people’s approach to buying and selling things but it has also reduced the income margin of people due to layoffs and salary cuts. Both businesses and consumers are concerned about how long the lockdown with last, how to manage daily life, how to stay safe, and how to help each other in this fast-growing pandemic. Though digital and television viewership has accelerated at a massive rate, a large part of businesses have come to a standstill. It was a choice for businesses to move into digital media but now during and after this COVID-19 pandemic businesses must have to think about a different marketing strategy to function efficiently and stay ahead of the competition. With brands actively changing and modifying their business strategies, some are cutting their outdoor advertising spends and using the budget towards increasing their digital presence.
Here are a few Dos and Don’ts to follow when reevaluating your marketing plan during the Coronavirus pandemic:
Dos
- Keep in Touch
Communication is the key during the time of crisis, but make sure you communicate wisely. It is important that you communicate clearly and carefully and avoid adding fear. Informing consumers about the safety precautions, available services, and sharing positive messages can help in building a good relationship with consumers.
- Use Idle Assets
If your business or brand has unique knowledge, supplies, or capabilities that could be useful, try to share them with your consumers. For example, medical businesses can provide masks and sanitizers at discounted rates; food brands and businesses can provide free meals and snacks to the poor or simply make people aware of social distancing norms.
- Share Updates
Businesses can provide updates on how your services are operating and how are you trying to manage the situation during this crisis. Reassure customers about your effort to resume services as soon as possible, and provide some advice about safety.
- Plan Ahead
Focus on long-term planning that is going to work even after the pandemic is over. Continue running your social media marketing but try to relate your posts with the current situation. Having a full-proof plan for a longer duration is very important as COVID 19 will not last forever. Try to reach out to consumers every opportunity you get so that you can build a long term relationship and trust.
- Pause Automated Messages
Your previous marketing plan may not work during this COVID-19 pandemic so try reevaluating your creative and copy for sensitivity purposes and make sure that it makes sense during this situation. For the travel industry, this may not be a good time to ask to book a vacation; likewise, it may not be a good idea to send promotional content. Revise your existing campaign and ask yourself if your email or ad is right for this moment. If it isn’t appropriate, try to adapt that message to our existing situation.
- Grow your Presence
If your business has been affected by the pandemic, consider refocusing your time and effort into your owned media, such as blogs, emails, and organic SEO. Do some keyword research on the top searched terms for your industry and apply those keywords to the content you produce. Take advantage of the fact that people are at home and improving your online presence, you are most likely to be heard. Now is also a very good opportunity to create a robust email marketing plan.
Don’ts
- Don’t Try to Sell
Everyone is worried and stressed at this time so don’t try any of your strategies to sell products. Brands and businesses should go for strategies that project them as reliable and responsible. Show that you are willing to help consumers in ways you can.
- Don’t Remove Paid Advertising
You may have to reevaluate your marketing strategy but don’t eliminate all of your paid advertising. During this crisis, everyone is at home and online, so there is a good chance to be noticed. Moreover, once all this is over, you will still be running well. Businesses are still moving and customers are still looking for your services so instead of pressing the brakes on everything, switch your budget in campaigns that every consumer can relate. For example, many restaurants are offering free delivery and online stores are extending discounts.
- Don’t use Humor
Humor is a good way to grab people’s attention under normal circumstances, but it is not a good idea during COVID-19. Adding humor in your posts and campaigns might damage the reputation of the brand.
- Don’t Treat all Audiences Same
It is important to stop targeting irrelevant audiences as no one wants to receive unrelated messages. Brands and businesses should look to target relevant audiences or potential customers. As people are more involved in their personal things, flooding their computers with unconnected content can be annoying during this time.
- Don’t Underestimate Empathy
Show that you care about your customers’ concerns. Don’t project any self-serving statements and avoid any defensive language. Revise or cancel any campaigns or communications that oppose the current advice from health professions and government officials. Recheck and research every update on the situation before releasing so that people get the right information. Try to provide extra online customer services through general advice, safety precautions, or early updates on COVID-19.
- Don’t Take Advantage of the Situation
If your company has nothing to offer regarding this situation, don’t consider posting about it. Only provide value to your customers regarding the situation and don’t take advantage of their fear.
- Don’t Do it Alone
Managing and undertaking marketing plans during a crisis can be stressful so take the help of your entire team. Depending on your industry, you may have a lot to work on so taking help from other agencies or experienced professionals can be helpful. Don’t be afraid to get creative with communication. Video is a good thing to do for brand awareness as people want some entertainment. Just make sure your customers are somehow enjoying your content. Live streaming on social media such as Facebook and Instagram is another option.
At the end of the day, it’s your brand and your business so you probably know better than any of us. It’s your personal decision, and the answer will depend on the brand, the message, the audience, and the news being communicated. If you are doubtful of your strategy or content, it’s always better to take a step back and reevaluate want you to want to achieve rather than to approach the wrong idea.
Your communication should be positive, clear, thoughtful, and true to you and your brand. Following this list of dos and don’ts is not going to guarantee great success, but it’ll definitely decrease the risk of downfall.
