Millions of jobs have been lost worldwide in the previous two years, far exceeding analysts’ projections. People are reluctant to spend money during or after a pandemic.
How can you effectively re-launch or resuscitate a brand when the majority of your customers are unemployed and/or on government assistance?
Advertising Following a Global Crisis
After a major worldwide crisis, advertising rules inevitably change. Spending habits and cash flows differ substantially.
Traditional advertising methods are being phased out and may be deemed obsolete. Many clients are faced with lower/reduced income or are terrified about being broke. Preservation and discipline will triumph over risky and reckless spending attitudes.
With this in mind, having a robust post-pandemic strategy in place to resuscitate and renew your business is critical.
Advertising Strategies To Avoid
Deep and long-lasting resentments can grow towards your company or brand if your marketing campaign is tone-deaf, neglecting the fears and problems of a damaged community.
BMW was chastised back in 2020 for a business tweet that downplayed the severity of the pandemic. To put it simply, nobody wants to be patronized or pressured into purchasing a fancy car when their grandparents are dying in long-term care homes.
Advertising Strategies to Get Your Business “Buzzing”
Even though many of the pandemic restrictions and social distance rules have been lifted, some people remain apprehensive of traditional brick-and-mortar purchases, where crowds gather. Others have just grown to appreciate the convenience of conducting business entirely remotely and online.
With the increased reliance on online platforms, businesses may consider offering free delivery on internet transactions or selling gift cards that may be used now or later.
Customers will value consistency, dependability, and safety above novelty. That is the approach your advertising should take.
Businesses, including us, have had to shift several times as the pandemic progresses and the mood continues to change. The most effective pandemic advertising had and have the correct message and tone at the right moment.
Think about how many of the campaigns you’ve seen over the last two years that were either:
- “People take priority over profit” campaigns
- “We’re all going through isolation” campaigns.
- “We’re here for you and we’ll get through this together” campaigns.
Extra Post-Covid Guidelines for Effective Marketing
- Don’t be tone deaf; your clients may be in emotional and/or financial distress.
- Take note of the imagery you’re conveying.
- In your advertisements, portray your brand as sympathetic, pleasant, and community-minded.
- Make ads that give useful information, even if it isn’t directly relevant to your product or service.
- Don’t prioritize profit at the expense of employee and client welfare, overtly attempting to profit from the crisis openly. Smart clients will see right through it.
- Explain how your goods or services can help to solve current problems.
- No one likes arrogance during or after an international crisis.
- Remove anything that could be interpreted as insensitive from your ad campaigns.
Nothing, not even Covid-19, lasts forever.
The Covid-19 pandemic will eventually come to an end. Even the 1918 Spanish Flu pandemic had run its course after two years and 50 to 100 million deaths. The question is, will your business be ready when the pandemic comes to an end?
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