The pandemic has changed everything! From our homes to our businesses, nothing has remained unaffected. Marketing has changed as well in that it has grown in importance. We are all navigating new communication and messaging tools, like ZOOM, plus the way we reach out through social media channels. As always, context matters! For brands to be seen as well-respected and valuable, informed and sensitive communication is key. 

It’s not the time to hard sell prospects or customers but do not stop your sales and marketing efforts! Current strategies must be reviewed and adjusted to fit new needs in a rapidly changing time.

Consider implementing these essential pathways, during the COVID-19 crisis, in your marketing strategies and campaigns.

The Guiding Principles

Allow your brand’s core mission to guide your crisis marketing strategy. Clients and prospects must be assured that behind the marketing, there are people working hard to meet their needs.

Authentic Communication

Inboxes and media feeds are thick with basic standard COVID-19 messages. Every company with my email address is suddenly sharing ‘wash your hand’ messages. This is not a harmful strategy per se but there’s room for more personalized and authentic communication beyond a generic email or message. 

Especially in a time of social distancing, authentic communication goes a long way. Have your CEO write a sincere message or feature in a short video explaining how:

• This situation might affect client services
• Your company is taking care of its employees’ health and safety
• You will be moving forward during the pandemic. 

Brand Voice?

Overly casual content is inappropriate for discussing the pandemic. Being too casual harms brand image because you can be seen as insensitive. Rather, COVID-19 related information should be straightforward in a way that audience knows your company is taking this seriously.

Provide Genuine Support

Many people are not working and are having to navigate healthcare costs, among other challenges. Cash is tight. Banks are not lending so quickly. Therefore, no hard marketing sells. Think what your company can do for your clients. 10% sales or a monthly discount won’t be seen as a genuine offer. It will be seen as a marketing ploy. Offer help with your most relevant services at a reduced cost.

There have been many beautiful stories of humanity where brands are stepping up with support and critical services, take Zoom as an example. How will your brand contribute to community and nationwide efforts? Share the support you give to your community as a positive story during these times.

Adjusting Content Strategies 

Business landscapes have changed rapidly and in such a short period of time. Marketing strategies must change too. Pull back campaigns that are no longer appropriate and pivot upcoming content to reflect a new reality. Here are a few things to consider when creating useful and relevant content.

Revised Language and Images

Content that was appropriate two months ago may no longer fit. Mentioning the outdoors, large groups, high fives, fist bumps, even casually affectionate touching are not all on hold and will feel out of step with the times. Adjust your copywriting. Avoid non-CDC guideline images and stay away from images of groups of people in close contact. To avoid missteps:

• Automated campaigns not in accordance with the new reality
• High-traffic pages on your website
• Any new content you generate over the course of the pandemic.

Don’t be Pessimistic

Copy that raises fear or anxiety will alienate audiences. Avoid playing into unemployment or healthcare fears or using language such as “nightmare” as opposed to “pandemic.”

Be seen as providing support. Be reassuring. Be understanding in that these are unprecedented times. Any information shared about COVID-19 must come from reliable sources such as the CDC, to avoid the spread of misleading information.

Offer Human Stories

Share stories of empathy and humanity. Show the core of your brand through authentic communication, such as:

• Insights into how your company is adjusting to remote work
• Provide a window into the people behind the brand.
• Employee generated content (EGC) can give your company a relatable, friendly face. 
• Share photos of your work-from-home set-up 
• Show how your company is staying connected internally
• Remind your customers that we’re in this together.

Navigating Difficult Times

Indeed, these are challenging time but that there will be a time after the crisis. While you and your brand navigate adjusted tone and content, always look ahead. Ideas that may not work right now will be used later. Messaging campaigns about hope are often created from difficult times, and they remind us all that this will pass.

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Martini-Vispak has been manufacturing promotional products for 25-years. Raw materials are responsibly sourced, then produced in our clean factory in Montreal, Canada. Our China office qualifies partners in the region for sourcing raw materials and decorated products. Martini-Vispak is one of the first companies to bring lanyards and microfiber products to market for our industry. We are proud of our ability to offer innovative new products every year to support our growing distributor base. Learn more