Where Do We Go From Here? Marketing Your Company During a Global Pandemic
LENNY VENTIMIGLIA IV, President, Atlas Digital, St. Louis
W
e have just experienced a rare moment in history where, no matter who you are, a single global event has most likely directly affected you. While it may seem as if life is beginning to return to normal, everybody was touched by COVID-19 in some way. Because of this, businesses around the world have started to change the message of their marketing campaigns. Turn on your TV or radio and it won’t take long to see some of the most recognizable brand names focusing their ads around community, support and unity. So what can we learn from the world’s most powerful companies? How we represent ourselves and our brand is more important now than ever.
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Watch Your Tone Be sensitive in your message. You never know how somebody may have been affected by COVID-19. It’s probably not smart to make light of the situation or to joke about it. The most important thing you can do in your marketing efforts right now is to be careful of your tone. Coming across as insensitive can make you look selfish or as if you don’t care about the wellbeing of others. Be positive, but do not be dismissive. People want to feel that things can and will get better, but we cannot pretend as if nothing happened and that there is no reason to worry. Let your audience know that you are here to help them. Also, consider easing up on urgency in your ads for the time being. Many of your
clients or potential clients may have lost their jobs or a sizeable amount of their income. We love to use “Act Now!” and call to actions in advertising, but leniency will be greatly appreciated right now. If you are running a special, maybe extend it longer than usual. If someone is interested in your product but cannot commit right now, be understanding. They could be in a better financial position in the coming weeks or months than they are right now, so we shouldn’t leave them with a bad impression.
How Can You Help? Don’t forget about the message to your current clients. They are the reason many companies will be able to open up for business again and why their doors will be kept open for the foreseeable future. How are you protecting them? Make sure
