A New Normal for Marketing
Obviously the Covid-19 crisis has hit every aspect of our lives. Everything has changed – the commercials on TV, the time we spend with our family, the lines in the grocery stores – and it is starting to appear like some of these changes may either be permanent or will evolve into a new normal. Even yesterday (4/14), California’s Governor Newsom warned that “normal” life may look quite different once cities are opened back up.
“Normal, it will not be until we have herd immunity and a vaccine. You may be having dinner with the waiter wearing gloves and maybe a face mask…where your temperature is checked before walking in. These are likely scenarios.”
Our definitions of “normal” are about to change, perhaps radically in some areas. There are already plenty of articles of how this new normal will affect us, psychologically and behaviorally. In addition to the toll the coronavirus is taking on the economy, business will also be forever changed, from office layouts to the handshake.
There is no doubt that marketing has also changed during the pandemic. For obvious reasons, we’ve seen the rise in the following tactics:
Community-driven marketing
We’re all in this together. As we see with each national tragedy – 9/11, Hurricane Katrina or Harvey, Boston Marathon bombing, Oklahoma City bombing, and the list unfortunately could go on – one positive result is they all helped to bring people together. For instance, just as restrictions were hitting the U.S., Guinness updated their St. Patrick’s Day ad to address it and reflect the spirit of camaraderie and loyalty.
Philanthropic marketing
Nothing comes across as more tone deaf than trying to sell during a pandemic. It’s no wonder that brands have abandoned their typical sales tactics and have transitioned to emotional brand building. Similar to community-driven marketing, these brands take it a step further and do something for the community in order to keep their brand top of mind, and to generate goodwill toward their brand. It can involve the brand’s own products, like Nike unlocking Nike Training Club’s premium features, or be a charitable donation, such as Budweiser’s One Team campaign (as seen below).
Online events
The global events industry size was valued at $1,100 billion in 2018, according to Allied Market Research. And while the events industry has been more and more tech-driven, from VR demos to audience interaction, no one was expecting the shift to 100% virtual events this quickly. However, while a downside for the hospitality, travel, and event planning industries, this is an opportunity for marketers. Online events have multiple upsides – lower costs than onsite meetings, digital analytics on viewership and interaction, less environmental effects, etc. – and right now, they’re the only option. While many industry events have been postponed or cancelled, several have moved to an online format, such as Adobe Summit, Facebook F8, The Webby Awards, and more. Even more companies are staying in contact with their clients through webinars and hosted virtual happy hours.
Digital marketing
The most obvious play is to continue with or double down on digital marketing efforts, such as SEO/SEM, paid social, online ads, email marketing, etc. The business world is now being conducted completely online, so there are new opportunities available to reach your customer base. Make sure to revisit and realign your strategy to the current events – the last thing you want is to seem tone deaf to what’s going on in your clients’ lives.
Nurture marketing
Now is the not the time to focus on leads, but to nurture your current clients. Review your customer base and reassure them of your commitment to their success. For instance, look at car insurance these days – many companies, including Allstate, Farmers, Geico, Progressive, Nationwide, and State Farm, are offering refunds or rebates due to the lack of driving taking place due to the coronavirus. Reassurance doesn’t need to hit the bottom line, however; it can be as simple as a phone call to ask how they are doing.
And while you’re at it, don’t forget your employees. A lot of cuts are taking place – lay-offs, furloughs, reduced hours or pay – due to the crisis. If that’s the case, current employees also need reassurance of your commitment.
This too shall pass – the work marketers do now will position them for success when we reach the next “new normal.” What are you doing to set your company up for future success?