Guidelines to responsible and effective marketing during Covid-19

With the challenging times we are facing due to COVID-19, marketing needs to be tactful, mindful and empathetic. Marketers have many unique challenges they face, especially when it comes to communication approaches.

Here are some basic guidelines to help with the obstacles you might face when planning marketing campaigns and strategies.

Empathetic Marketing during a pandemic

Every brand is different, but there are some basic things to look at when creating your marketing approach during the crisis we all find ourselves in.

Change Scheduled Content Timelines

It would be ideal if everyone could quickly change their marketing strategies to cater for the pandemic, but that is not always realistic. The best thing to do is audit your current campaigns as well as those still in the pipeline, and adjust where necessary.

Decide which parts of projects should be put on hold immediately. It doesn’t necessarily mean they need to be cancelled, but the content isn’t appropriate for now and can possibly be used again when the virus is under control.

Look at which parts of your campaigns can be adjusted like “Get closer to your customers” can be pivoted to “Customer relationships matter”.  When the quarantine rules change, you can look at changing your campaign material accordingly depending on where you are in the world and what will be appropriate or permitted at that time.

Evaluate Your language and imagery

It is very important to identify what messages your brand is sending out. Images speak louder than words so what is being portrayed is very important.

Here are some things to consider:

• Social distancing needs to be in all your images- so avoid pictures of people gathering at work or at home.
• Do not use wording that indirectly encourage touching like “workhand in hand”. This can be taken in the wrong way.
• Change imagery altogether if the images that have been chosen before the crisis portray messages that go against safety guidelines etc. Those images can always be used at a later stage.

Keep people informed

Keeping people informed and updated on the latest information will help you build trust with your customers and show that you care about their well-being. Keep them updated on how you as a company are implementing the safety guidelines within your business and with your staff.

Don’t spread fear

Be careful that you don’t cause alarm when posting information and make sure you have accurate and up to date messages so as not to cause panic or distress. Be responsible when sharing information across your various platforms.

Don’t be boastful

Be weary of keeping in mind that not all people are privileged enough to be able to work in this time like you are, so don’t come across as boastful if it is going well with your business during this time. It will not only be in poor taste but will negatively affect the relationships your brand has with your audience.

Remember your brand’s vision and encourage your customers

By remembering the reason why you started your business and what its core values are, you can create a personal connection through your brand and keep your marketing personable. Posting positive things isn’t offensive if used in the right context, and you can use posts to uplift your audience and remind them of things to be grateful for or to look forward to. Life was once normal and will be again.

Make isolation fun

The more you show emotions and share things everyone can have fun with-the better the connection with your audience will be. For example, you can ask your employees to share their favourite recipes or jokes and make a “wacky Wednesday” routine where once a week you can show that you and your employees are all going through quarantine together- but separately. Have fun while forming bonds.

Help others

If you as a brand can help other people through this crisis with helpful information or possibly a drive to collect donations or food for those that are in need for example, your focus will be on what is important, and you can show your audience you genuinely care. You can even get them involved to help and create unity.

Even though we are all isolated and facing many challenges for the first time, you can use your business and marketing campaigns to make a difference and positively impact both your business and audience.