The Coronavirus COVID-19 is not only a crisis that is affecting the health of millions of people across the globe but also posing challenging situations for marketing professionals. Marketers are confused about what to do and what not to do. Some companies have stopped advertising, some are cutting back on advertising. On the other hand, some marketers are being more active and are coming up with interesting ideas to engage with their audience during these difficult times. If you are with your consumers in a time of crises, they will remember you when things go normal. But, this is a tight rope walk and any hiccup may also prove to be disastrous. What is also clear is that this Coronavirus Covid-19 is going to be with us for some time, at least a few quarters if not a year. This is the new normal. Being conservative feels like a safe choice but you can not stay idle for long if you want to be in business. Companies will have to balance financial responsibility and marketing will have to stay engaged with customers during and after COVID-19 period. 

Connect with the consumer but do not sell

 How will you feel when you are in a crises situation and you get a call selling personal insurance or you see an advertisement for a luxury car? I’m sure you won’t be interested in it. Nobody will be interested in such advertisements unless it is helping consumers in this time of crises. It may also happen that your customer starts seeing your brand as insensitive, which may hamper the brand image badly. Let’s take the above example again and see what can be done. The insurance companies should focus on health insurance and instead of selling these packages, they should just highlight the importance of health insurance in the current scenario and the consumers are smart enough to understand what they must do. In the automobile example, the marketer should focus on what the company is doing to help the society We have seen many automobile giants manufacture ventilators, many have put in their bit to help transport people from one place to another. These are the things that marketers must highlight to give a message that the brand is by their side in this critical time. Marketing during COVID-19 can be difficult if you stress on selling your product or services but if you show the human side your consumer will connect with you.

You don’t have to shout that you care, just show it

 Action speaks louder than words and these are times when people notice your actions. “We care for our customers” are the words marketing professionals use very often but in times like during the COVID-19 period, what are you doing to make them feel you care. Your customer do not care for discounts, freebies, etc in such crises. But, if you sanitise the premise or provide sanitisers to your customers or provide free masks you don’t have to say another word. Real estate may provide shelter or food for needy. Online book stores can have a free subscription for a month etc. Just be human and the respect for your brand will grow.

Quality over quantity

Being in touch with your audience is important but what are you communicating with them is even more important. So, do not tell them how to keep hand clean and how to stay safe and how to maintain distance and avoid crowded places. What is the point of saying something that others are already saying?  Marketing professionals will have to come up with interesting ideas that are relevant to the brand and your customers during COVID-19 period. Do not bombard their mobile phone and mailboxes with your messages.  Maintaining balance with the quality, quantity and relevance is the key to fighting the marketing war during and after COVID-19 period.

Covid-19 is a global threat and has created a situation like never before. Marketing during COVID-19 crises also has to be like never before. Being simple, human and thinking out of the box will take your brands a long way.