COVID has turned the marketing world upside down. Advertisers around the globe feel like they are walking on eggshells. They need to watch their tone, carefully pick the products they’re endorsing, and which images they’re displaying.
Do you know how to navigate these unfamiliar waters? Keep reading.
Disingenuity is on top of the list of traits that humans absolutely loathe. Can you imagine tobacco companies caring for your wellbeing? Or alcohol brands asking you to ‘drink responsibly’?
It all sounds fake and is a turn off for many consumers.
For this reason, you should avoid cliché COVID responses. If you’re not actively doing something to help your community, it’s better if you don’t say anything.
Brands like LVMH, Disney, Acqua di Parma, etc. have all donated and contributed something to fight off the pandemic in their respective countries. So they have earned the ‘right’ to display sympathetic messages and to promote awareness.
We’re not saying to ignore what your customers are going through. But avoid mentioning that you ‘care’ while selling a $120 candle with a $2 discount.
All entertainment venues and festivals have to walk a fine marketing line in the COVID era. If you encourage your audience to disobey the law and safety guidelines, or force your venues down their throats, you will look like a money–hungry, egoistic organization.
This will destroy your image and make more enemies than potential customers.
Approaching your marketing carefully doesn’t mean you should stay offline and turn your social media into a wasteland. You can still share memes and inspirational quotes to lighten up the mood, and even build up anticipation for your eventual reopening.
This will go a long way and show customers that you care about their wellbeing.
During times like these, you have to measure success differently. The tactics that worked before and the language used is probably out of place right now. In this respect, you need to focus on quality rather than quantity.
This approach will give you ample time to analyze how your audience is reacting to your messages and make you flexible enough to adapt or fix any shortcomings.
Also, make sure to communicate these changes with your team as well as your clients. Having everyone on the same page will make everything much simpler.
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