As we enter the third year of a global pandemic, business owners find themselves with more questions than answers. Where do we go from here? How do companies navigate guidelines while providing the best product or service for their customers?
Company leaders across the country agree that the pandemic is still having a tremendous, and overall negative, outcome on their operations.
But when the going gets tough, the tough rethink their messaging! Keep reading to find out how you’ll need to shift your mindset while advertising in a pandemic.
Do: Acknowledge Change
There are plenty of valid reasons why you might not want to focus on the pandemic itself as you start advertising during a pandemic. However, it’s impossible to downplay the fact that COVID-19 and its various variants have been — and still are, in many ways — a real issue that hasn’t gone away.
Though it might seem counter-intuitive, don’t feel shy about acknowledging how the pandemic has impacted your business. Be open and frank without putting the pandemic itself in the spotlight.
Audiences constantly seek brands that are honest and forthright, particularly when facing a struggle.
If you can’t seem to find the right tone, it’s best not to sweat it. Instead, consider outsourcing your messaging to a firm that understands how to capture voice and tone. This firm based in Long Island, https://www.designmemarketing.com/long-island-seo-company/, is a great example!
Don’t: Use Platitudes in Your Ads
How many times have you seen brands use phrases like “In these uncertain times…” or “Now, more than ever, we have to come together…”?
Not only have these phrases practically browbeaten audiences into shutting off their minds when they come across pandemic marketing but using these lazy cliches could hurt your brand.
Research shows that consumers are aware of most branding tactics, and know when a company is using brand activism to pander.
It’s hard enough to garner goodwill these days. Losing it isn’t something small to medium-sized businesses can afford to risk.
Do: Follow Local Guidelines and Prepare for Changes
As if figuring out how to retool your branding during a pandemic wasn’t scary enough, you’ll have to stay up to date on the local business guidelines.
Rules like mask mandates, cleaning regulations, and limiting the number of customers in your business at one time only further complicate matters.
And when you stop to consider how much has changed from variant to variant, well, you’re going to have to stay on your toes. Still, we promise it’s worth it.
Follow your local guidelines, whether you disagree with them or not.
Don’t: Give in to Customers Making a Scene
Likewise, you’re going to come across customers who certainly DON’T agree with your marketing during covid or the regulations you have to abide by.
Unfortunately, the loudest customers often ruin the experience for others. To navigate around a potential disaster, placate your customers whenever possible but stick to your guns. If your business has a mask mandate, for example, reaffirm your position and let them know it’s not something you can make an exception for.
Your Guide to Advertising in a Pandemic
Advertising in a pandemic takes patience, finesse, and a whole lot of brainstorming. You might not get it right the first time around.
What matters most is that you stick with it and continue to champion openness and a welcoming attitude.
For more advertising tips, check out the rest of our blog!