How should my brand behave during a pandemic?
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The document provides guidance for brands on how to approach marketing during the COVID-19 pandemic. It recommends that brands empathize with audiences experiencing caution and concern, help their community weather the crisis, and shift focus to online channels as social distancing increases time spent online. Budget cuts are likely, so brands should have open discussions with agencies about revised strategies and lower budgets that remain authentic to their message and values.
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- 1. HOW SHOULD MY BRAND BEHAVE DURING A PANDEMIC? TO SPEND OR NOT TO SPEND. THAT’S THE QUESTION.
- 2. Empathize, guys! Behaviour of both businesses and people has shifted to caution and concern. Brands should be sensitive to this and build reputation through helping their audience get through the virus.
- 3. Budgets slashed? Breathe. ● Marketing is seen as a cost centre and is, therefore, one of the first parts of a business to see cuts. Young startups don’t have the runway to spend on marketing without a stream of revenue coming in usually. ● Despite this, there are areas of strong growth and are forecasting e-commerce advertising spend to grow by 17.7% and social media spending to rise by 22.2%. Source: thedrum.com
- 4. Reorient your Focus ● 22% businesses in China have changed their creative and regional focus due to the virus. ● With people spending more time at home, brands have responded by shifting spend from offline media to online, with 14% moving their budget from offline media. Source: thedrum.com
- 5. Your Audience is Online! ● With social distancing on the rise, and more working from home - you should think about leveraging this increased time spent online by increasing budgets to social media channels. ● Ensure the right content and social assets are available (made for mobile, vertical, short- form video, etc).
- 6. Be Authentic Can’t stress this enough. Always be authentic to your brand positioning, values and tone of voice. Your audience will smell bullshit from a mile away.
- 7. Have an open, honest discussion with your agency or freelancer. Chat with your ad agency about what strategy to adopt within revised budgets. Most of them would be happy to draft an alternate content plan for you given a lower budget. Remember, we’re all in this together.