How to deal with COVID-19 and beyond, from a marketer's perspective

As Marketing and Digital Transformation consultants, change is the norm. We are constantly advising our clients on how to improve strategies, processes, campaigns, messaging, eTools, etc...

But how do you deal with a situation like the one we're in now? COVID-19 has disrupted a lot of our "normal" behaviours. We need to find smart ways to achieve our business outcomes.

I will attempt to list a couple of points that I believe are essential in how marketers should proceed for the foreseeable future:

- Adjust your existing plans.

Are your active or planned campaigns still relevant? Decide what you need to pause, adapt, or pivot.

- Evaluate your messaging, language and imagery.

Is the messaging still appropriate? Are you referencing big crowds or social interactions? Audit all your visuals and messaging before releasing it into the wild.

- Evaluate your channels.

Are you targeting the right channels? Could you make better use of more digital means?

- Adapt your product offering.

We have seen Telstra offer unlimited data for their broadband packages as an example. Microsoft has updated its free plan for Teams. Etc...

- Be transparent.

Without capitalising on the crisis, brands still need to inform their customer base, detail their action plans to keep customers and staff safe, impact on operating hours, stores, policy updates, etc...

Keep it cool, don't be alarmist, be humble too.

- Be positive but realistic.

Your brand should communicate in a positive tone to put people at ease in a grim cultural moment. Go back to your “why” and MVV (Mission Value Vision) work and draw inspiration from it. Use uplifting visuals, even if it may feel unprofessional or unorthodox to your brand. Show your human side, of the employees, your culture and your brand.

- Make sure you highlight how you or your brand can help

If your product is meant for home use, and the entire country is on lock-down, press the benefits of your products to your customers’ lives. If your product isn’t relevant to the current circumstance, share how your company and staff are dealing with remote working or other aspects of the crisis. It might provide value and inspiration to people or other businesses.

Remember: The Quarantine Won’t Last Forever

As I was discussing earlier today with my business partner Avon Collis (LinkedIn Profile), and with a good friend Dr. Patrick Scolyer-Gray (LinkedIn Profile), the crisis will end. We won’t speculate as to when. But it too will pass, as did the 2008/2009 GFC and subsequent recession. Did everyone get through it unscathed? I don’t think so. But businesses and people got through.

If I must think about my skills and what I have to offer, naturally right now, businesses are focused on their BCP and their cash flow. They won’t be looking to hire external consultants for any transformational work. In a couple of weeks, when things would have stabilised, even if it is near “rock bottom” but stable, people and businesses will start looking forward, to making future changes, and to plan ahead.

My skills and experience may come in handy during that period or after the crisis, when companies realise they weren’t prepared for a crisis, or those who want to improve their readiness, both commercially, strategically and technologically, or to operate in a totally restructured society that emphasises working from home because, among many other things, environmentally it is more appropriate. That’s when I see my prospects improve. But until then, I believe most companies will hunker down and do what they can to survive, not thrive…… unless you’re Zoom, Microsoft, Google, Facebook and other major SaaS company.

But I’m going to prepare for that moment, the moment where I will be asked to be part of the “recovery”!

Care to join me in the COVID-19 global pandemic recovery plans?

In the meantime, practice social distancing, flatten the curve, stay safe and don't lose any human connections!