Say you have made a marketing plan. At the end of the previous year. Like you always do. You have set your goals and objectives, set the tools by which you will proceed and you are as confident as you can about it. Your budget has been approved. You might even argue that you are head over heels about its possible success. Because your marketing department has foreseen -almost- everything. And your marketing campaign will rock.
And then this pricky-surface virus shows up out of nowhere.
And you must change your marketing campaigns. Maybe mutate and adapt is a more appropriate choice of words.
And a big part of its success comes down to a good instinct. As a start, at least. You need to show that you have empathy and that you are human, possess a certain good insight about what your product of service has to offer in this state of flux that surrounds almost all of consumers’ choices. Whether you represent a “hot” product, and most wanted in lock down areas, like books or jigsaw puzzles or one that will be harder to persuade about its usefulness, like lipsticks -hard to impress under the masks- or indoor cinemas. Either way you need to remind that your product is there, either to wait for the everyday routine to come back to normal, or to show that is now absolutely needed, more than ever. For it is a totally new field we are all working on as we speak. Almost all of the campaigns out there advocate passion for the man, respect for the public health; and mental health for that matter. Products are met with primary approach to their ability to offer to the greater good. And so it should be. If you represent a hotel, offer a podcast to accompany the days that have no vacation due the circumstances or a collection of photos. If you work for a company that is of educational orientation perhaps you promote some tools that will make the remote office a bit easier. If you are a psychologist lend a helping hand with every day techniques for stress management.
That being said, all is good in theory. But since none of this has ever happened since the Great Plague in Europe in the early 18th century and there were hardly any marketing fields to study about then, you don’t really know if what you are doing is helping your brand and to what degree. You need majorly “competent” tools to help you monitor the impact of your actions in that field. We are bombarded with tools for measuring the results of what we do and say in our campaigns. And we should make use of those. If used correctly, brand awareness lead conversions and customer loyalty will be measured and treated accordingly. And after all this Covid madness is over and done with, maybe we could all get some lessons about using more “humane” approaches once in a while. Apparently, it doesn’t hurt anyone. Quite the contrary I would say.