The COVID Crisis: Now We Need Great Marketing

We are entering a dangerous time in the COVID crisis, and we need a marketing mindset to navigate the coming months without massive conflict.

Over a month ago I predicted that the world would shut down in a bid to slow the spread of the Corona virus. In the absence of a convincing marketing message, government leaders would have to use force to close everything. It was not a particularly bold prediction, but it was accurate.

So here is my next prediction: there is conflict ahead if we aren't careful. We need a plan and some great marketing to navigate the next, more treacherous, phase. In some ways, shutting down was the easy part. The virus was clearly a problem, it was essential to bend the curve, and the only way to do that was a shut down.

The next decision will not be so easy. To understand why, let's look at our options.

Option 1: Wait for the Vaccine

One thought is that we need to remain locked down until we have a good vaccine, so no restaurants, no in-person school, no sports, no events, no elective medical procedures.

This might take a year, but more likely it will take two years.

Is this a feasible option? No.

It is technically possible, but not realistic. The longer people are locked down, the more problems we will face: economic disarray, poverty, food-chain disruptions and mental health issues.

Option 2: Declare Victory and Resume Life

Another thought is that we should declare victory and get back at it, so we should immediately open the schools, go back to work, reopen the restaurants, reschedule concerts.

Is this a feasible option? No.

The problem is that reopening activity will certainly lead to a significant spread of the virus and this will put us right back where we were a month ago. The healthcare system would again be in crisis. It isn’t a remotely feasible option.

Option 3: The Middle Ground

So the obvious answer is that we need a middle ground. We need some way to resume life even as the virus is part of our daily activity. The problem is that it is not at all clear what this life looks like, or what trade-offs come with it.

People talk about testing, but that isn’t the answer, since many people with the virus are asymptomatic. We aren’t anywhere near being able to test everyone every day. That would be great but it won't happen soon.

Consider universities, for example. It is possible to reopen universities in the fall, but then what steps are required when a case develops? I teach at Northwestern University in Evanston. If a student, staff member or professor comes down with the virus, what should happen? Does Northwestern shut down? Is so, well, the school cannot open at all for in-person learning. The cost and disruption that would come with that likely scenario is not acceptable. Or is there a way to manage with a certain number of cases?

The Risk: Conflict

The risk is profound conflict. We are already seeing protests. These will only grow as people grow frustrated with the restrictions. People will soon start flaunting the rules. Will local governments start hauling individuals who walk in a park off to jail? That is a scary prospect indeed.

One thing is very clear: everyone cares a lot about this, and the intensity will ramp up over time as people get more desperate. History tells us that bad things happen when people are under severe economic pressure.

The Need: A Plan, a Benefit, Great Marketing

We desperately need business, government, religious and, yes, marketing leaders together to develop a middle ground, a plan that will let life proceed with a reasonable amount of cost. People need to see the path forward. There needs to be hope and a benefit after all the sacrifice.

We need to lay out life 2.0 - perhaps a life with more space, less touching, more masks, more cleaning, and a certain amount of illness from the virus. We can't evacuate the world every time a case pops up.

If people understand the benefit and the trade-offs, they will embrace a different life. That is where marketing has to come in. We need a protocol, a name and a benefit.

Sustained and severe restrictions will only lead to a growing crisis. Without seeing a benefit, people will lose hope and lash out. It is time to find a path forward, and use great marketing to guide and encourage people.

A version of this article was first published on my blog, www.timcalkins.com