Crisis Marketing and Consumer Behavior During Covid-19

Over the past few weeks, I’ve attended several webinars on the future of marketing and reviewed articles from Google about current marketing trends. I’ve found that each brand handles their marketing and communication using their own approach based on their customers’ behaviors and, in some cases, location.  

So what are Google and top brands doing for marketing during this crisis and to move forward? Here are some marketing trends we wanted to pass on:

1. Remain Flexible: Google is remaining agile and adjusting their messaging to reflect current
   customer behaviors and emotions.  
   
   Customers have gone through three levels of adjustment so far: everything stopped, started working from home, and continuing to work from home. Some consumers are grieving their old lives and the loss of loved ones. Emotions are running high and some folks are struggling to continue moving forward. They are now getting tired of working from home and want to return to a regular work routine, assuming they have a job to return to.
   
   
2. Constantly Reassess your marketing campaigns, graphics and processes. Marketing from two weeks ago isn’t necessarily appropriate for today. Quickly assemble and test marketing campaigns and reassess rapidly. It’s a little like “fail fast and pivoting”. Don’t get stuck using a single approach through this crisis or you risk missing opportunities.
   
   
3. Use Appropriate Visuals: While humorous graphics may be appreciated most of the time, right now they could be perceived as inappropriate. Be sensitive to your audience’s experiences and create artwork that connects with where they are when the ads are running.
   
   
4. Stay in Context: While the crisis is global, we experience it on the local level and each location is experiencing the crisis differently. Google has learned that interest in news stories has surged worldwide with many more ad impressions being served in this category. The news may be a good place to advertise – or it may not – depending on the brand. One thing’s for sure, digital ads need to be appropriate for the location in which they are seen and tailored to the customer experiences within the pandemic.
   
   
5. Switching Priorities: Google is switching its priority from paid ads to providing services that are helpful to the general public. For Google, the switch is to search where people can find helpful information or Hangouts and Chrome for educators. 
   
   The challenge for all businesses is how can they be helpful to their customers and their communities. Being helpful can range from providing relevant insights to contributing to a local food bank and community services.
   
   Many businesses have switched their focus and production to health-related products specifically related to the Covid-19 crisis. Ford switched its focus from building cars to manufacturing medical equipment.
   
   The businesses that pivoted their manufacturing from their regular product lines to healthcare products have received accolades for making the switch and for contributing to the public good. A few of the companies who made a production pivot include Flow Fold, American Roots, Bauer among others.
   
   
6. Communicate with Customers: Whether it’s a shortage of products, delivery concerns or hours of operation, be aware of your customer’s concerns and address them quickly and frankly.  
   
   Cottonelle reportedly provided a message to soothe customer concerns then initiated a generosity campaign to “Share a Square” rather than stockpiling product.
   
   A restaurant chain addressed customer concerns regarding safety by announcing employees are required to take temperature checks when reporting to work and finishing a shift.
   
   
7. Bring People Together: While the public needs to remain physically apart, videos, webinars and virtual meetings bring people together. People are relational so using these tools helps all of us stay connected. Your brand can provide opportunities for your communities to connect around topics or social events. Participants can find the events informative, reassuring and enjoyable.
   
   Two companies that brought people together using video are Ikea-Spain and Guinness.

There are many ways to navigate through this crisis. One is for sure, your business needs to be perceived as part of the solution not as part of the problem. We have a few suggestions to move forward with your marketing.

1. Get involved by providing solutions for your customers, whether it’s information or a tangible products. It’s okay to be public with your directional pivots that relate to the public good, in fact, it’s essential that you announce your pivot so current customers and the general public understand your current direction and how it impacts them.
   
   
2. Pivot your message to be more compassionate but strong in purpose to deliver products or services. 
   
   
3. Continue marketing to your customers being sensitive to their situation and frequently adjust your campaigns to align with current events.
   
   
4. Ecommerce: If you are selling products or services online, be sure the buying process is simple for customers to use. Keep customers informed about supply shortages and shipping delays. If you sell an essential product, it is more than appropriate to advertise in Google, Facebook and through other digital marketing channels.

If you have questions about how to pivot your marketing or transition your marketing through this crisis, reach out to us at design@gcmd.agency or give us a call at 207-464-0016.

Resources:   Google: Coronavirus Crisis Marketing   Google: COVID-19 Media Principles