On January 21, 2020, the CDC confirmed the first case of COVID in the United States. On March 19, 2020, California became the first state to issue a stay-at-home order. As of May 4, 2021, the U.S. has fully vaccinated 106 million people. Most businesses are either open or about to be. While masks are still mandated indoors in many states, fully exposed faces can be seen outdoors, and a lot of people are smiling again. The COVID comeback is underway, but a return to something resembling normal is going to be a marathon, not a sprint. Routines have been revolutionized; habits have been broken. Many of the psychological characteristics advertisers look at to help determine targeting and creative have been forced to evolve. The marketplace has mutated, and is now itself, a variant. Things have changed. What should advertisers do now? Flexibility, empathy, memory.
Flexibility
Your brand needs to be flexible. Put together a detailed plan but be able to pivot. Advertising dollars were stagnant early in the pandemic but quickly began to flow in the direction of digital. If your marketing budget wasn’t invested online and in social media before or during the pandemic, now’s the time to adjust. The consumer’s dance with digital is not going to end but it will no doubt morph. What may change is the popularity of particular platforms. Spending patterns will change. Keep your eye on trends. While the more fortunate are looking forward to a shopping spree, many will need more time to recover. State and federal government help will eventually subside, and price will remain a major issue for millions. Have sales, promote discounts, and stress the value of whatever products you sell.
Empathy
Many brands discovered empathy during the pandemic. Those that showed a credible compassion for their own workers, their customers and communities were more likely to weather the storm. We’ve known the benefits of cause marketing for a long time but dealing with COVID was a compelling cause for everyone. Businesses that responded by putting people over profit created a lasting, favorable impression. Consumers have a habit of remembering organizations, big or small, that react well in a crisis. They also remember those who don’t.
Memory
Whatever you do in your post COVID advertising and marketing, don’t downplay the pandemic or treat 2021 as though COVID no longer exists. Continue to capitalize on things you have in place that fit the circumstances. If you are a credit union, promote your touchless auto locator service, tap to pay credit and debit cards, and of course, mobile banking. Those who like to bank inside a brick-and-mortar branch will return when they are ready. You can do those things as an aside, without having to even mention the pandemic. This applies to any business, let the member or customer determine their comfort zone.