We are in the middle of May, and for the past three months, Corona Virus, and resulting quarantine is sending shivers down the spine of everyone.
It has turned the lives upside down. It is not an easy time for businesses. Some businesses are closing, while some are still working remotely, but everyone is feeling the consequences of the outbreak.
Amidst this challenging time with office closings, canceled events, and host of other business activities shelved, we are still connected online, and it is unwise to sit around and do nothing. As business owners, marketers, we ought to be creative and continue interacting with customers, prospects, empathize, offer solutions, meet their needs, despite the conditions.
When it comes to marketing, the team faces unprecedented challenges during a crisis. During the quarantine, it is crucial to adjust/alter communication approaches.
Remember, brands need to be mindful while reaching out to customers or prospects during a crisis, that is beyond human control and directly affecting normal life. A genuine empathy will do wonders in the long-term.
Every business is different, and we see this as an essential action plan to help brands to make the right decisions and avoid mistakes. So, here is a guideline on how to do marketing during the quarantine.
Existing campaigns and scheduled content: Decide which existing campaigns to pause immediately. Push timelines back on campaigns that are likely to be eclipsed or stop them entirely if there is no surety about the appropriateness of the content. Consider what to prioritize. Move some things up in the interim, or look for ways to pivot some messaging successfully. For example, a campaign focusing on getting closer to the customers, support the customers, or customer relationships matter. It is a good time to audit the visuals of the drives.
Online advertising: If the budget allows continuing running ads during the quarantine times, then definitely do so. However, reduce the budget, but do not stop. Temporarily delete targeting the geographic areas that are severely affected by the situation (Maharashtra, Madhya Pradesh, for example). Businesses can retain these areas while running paid ads through Google Adwords agency in Mumbai, but ensure to create negative bids for them, and reduce cost.
Imagery and language: If visuals are potent communicators, so are the words. So it is crucial to think about the message the brand is sending through words.
Rephrase the language that describes close interaction. Consider revising phrases such as get in touch, work hand in hand, or getting closer to customers. Texts that evoke physical interaction may affect brand reputation.
Avoid visuals of crowds or people touching each other, including people working in offices or at social gatherings.
Replace visuals. If there is an ongoing or upcoming campaign with tricky visuals, it is good to replace them.
Avoid capitalizing the crisis: Marketing, whether offline or digital, is a continuous process. Covid-19 is a worldwide crisis, and it is important to note, the atmosphere is of fear and worry. Hence, brands should avoid capitalizing on the crisis. Businesses should do the following.
Keep people informed by communicating in response to the crisis, as it pertains to their business. For example, brands should notify about the proactive measures, store closures, or policy updates, etc.
Not to raise alarms. It’s essential to keep people informed, but communication should trigger panic. Additionally, brands need to be mindful while sharing content with dramatic language.
Do not brag. It is vital to remember, many people are not working during this testing time and are worried. Thus, a spirit of humility and empathy should be a filter for anything the brand says.
It is good to avoid selling tone, Covid-19 Sales, for example.
Spread positivity: The time is uneasy, and brands need to avoid using grim tones. It is the perfect time to spread positivity, lean into human stories, be personable, be emotional. Sending well wishes, using images of people smiling, will not offend people. The photos can be refreshing and help people recall a healthy life and hope for the quarantine to end.
Finally, businesses that are mindful, communicative, supportive, entertaining, and eager to enhance the lives of people during the quarantine will earn trust and respect forever.