Ten Marketing Communications Strategies to Navigate the COVID-19 Crisis

Since early March, the United States has been gripped by COVID-19 and its resulting economic impact. Consumers and companies alike are struggling to keep up with the ever-evolving lifestyle restrictions and hospitalizations. This time is particularly challenging for marketers, who struggle to stay on top of messaging, employee safety and customer engagement. At Anvil, we’ve responded with a proactive move to remote working, canceled all face-to-face meetings and are helping guide our clients with proactive strategic marketing consulting and communications. This post outlines best practices business owners, brands and marketing professionals can use to navigate the post-Coronavirus World.

Over the past two decades, Anvil has successfully navigated a variety of global, national and local economic challenges. This time, it’s a bit different. In response to the Coronavirus/COVID-19 outbreak, our team put together a Coronavirus Live Map and related blog post, Marketing Through a Crisis: Coronavirus, Recessions and more…, which is a teaser for our upcoming webinar on the same topic. Whether or not you’ve already made big moves to address the global pandemic and resulting recession, I’ve outlined 10 best practices you can use to maximize success and minimize turbulence over the coming months, if not years.

1.     Be proactive/timely/flexible

Most brands and marketers have been quick to craft and communicate messaging to constituents regarding changes in business operations. In the current dynamic environment, it’s essential for businesses and marketing teams to remain flexible, yet timely with communications. The more proactive, the better, but it takes discipline and commitment. Bonus tip: monitor competitors and how they are adapting, as you may identify inspiration and other business opportunities. Related articles:

·       The latest moves brands are making to deal with the fallout, in reverse chronological order

·       Billionaire Tracker: Actions The World’s Wealthiest Are Taking In Response To The Coronavirus Pandemic

2.     Be compliant

This may seem obvious, but worth mentioning in order to cover the bases. Make sure your organization is following federal, state and local government directives regarding public safety and business operations. No reason to needlessly endanger employees, customers or the general public with unsanctioned activity in the short-term, in order to allow for a faster recovery and stronger brand perception in the long-term. Related resource:

·       CDC guidelines

3.     Be authentic

I’ve recommended authenticity to be the root of all marketing, but this rule is particularly true today and more so moving forward. Authenticity in the marketing context has typically been reserved for social media and influencer marketing discussions, but consumers’ expectations of brands is changing. Consumers are watching brands closely, according to recent research, and decisions and actions taken over the next few weeks or months may impact brand perception for years, if not decades. That sentiment is shared by billionaire Mark Cuban, who is paying his basketball arena staff, despite a canceled NBA season (he owns the Mavericks). Not every CEO or billionaire is making smart moves, including media darling Richard Branson, however. Related article:

·       Virgin Billionaire Branson Attacked In Parliament Over Staff Pay During Coronavirus Crisis–But Employees Remain Supportive

4.     Human/empathetic

As referenced previously, big brands and billionaires are being watched closely and judged harshly for their actions and words. CEOs and brands known for being highly empathetic and values-driven, like Patagonia, are not surprising anyone by making news for paying employees of retail stores, despite closures. Locally in Oregon, the billionaire CEO of Columbia Sportswear made news for similar actions, despite not being known for being an employee-focused organization. The leadership of companies large and small have an opportunity to show they are human as people and brand ambassadors. I would challenge the wealthiest of CEOs to step up beyond taking personal pay cuts or maintaining pay for current employees, as outlined in the next recommendation. Related article:

·       Columbia Sportswear CEO Tim Boyle cuts own salary to $10K, retail employees receive regular pay

5.     Be of service; donate or volunteer

Words are great, but actions are worth millions of words. Instead of spending hours crafting the ideal COVID-19 messaging, invest some of that time challenging leadership to make meaningful and memorable moves. How can you/your brand be of service to your local community, state, nation or world? Some businesses may have products to donate or cash reserves available to purchase and distribute medical supplies or food. Others may have a workforce (paid or otherwise) that has time available to volunteer to help those in need. Giving money isn’t just for the wealthy, but giving time may have an equitable impact on those with more time than excess funds. Brands like Facebook have stepped up on multiple levels, funding the publishing industry as well as small businesses impacted by COVID-19. Good PR, but even better business. Related articles:

·       Facebook Invests Additional $100 Million to Support News Industry During the Coronavirus Crisis

·       Facebook pledges $40M for small businesses, introduces new fundraising tools and digital gift cards

·       Bill Gates has warned of an impending pandemic for years. Here's how he's dealing with the coronavirus pandemic — from pledging $100 million to fight the outbreak to becoming Warren Buffett's "scientific adviser."

6.     Share ideas and tips

Businesses and marketers have an opportunity to create value outside of spending money or volunteering time: creating content. In theory, you should have significant knowledge of your industry or discipline, which can and should be shared. There is no better time to educate constituents than during a crisis, when they are starved for timely and useful information. Social platform LinkedIn recently shared useful insights based on user behavior in an infographic, which has been picked up by various media outlets. Non-profits like UNICEF may be in dire need of funds, but they also have unique insights and credibility to leverage via a content marketing strategy. Related articles:

·       LinkedIn Provides an Overview of Content and Engagement Trends Related to COVID-19 [Infographic]

·       UNICEF: Coronavirus disease (COVID-19): What parents should know

7.     Entertain, not just educate

While informative content (ideas & tips) can be valuable and even compelling, they are rarely memorable beyond the initial utility value. Messaging can be even more effective when wrapped in, if not disguised as, entertainment. With rising death tolls, it’s natural for brands and communicators to feel the need to be serious and profound. Fair enough. I challenge brands, however, to understands the human need for connectivity, love, joy and hope. Entertaining content can quench that thirst. In the articles below, brands like Budweiser and McDonald’s are adapting to COVID-19 with entertaining and engaging brand campaigns that may be memorable post-crisis.

JD.com, Budweiser & Remy Cointreau on taking clubbing to living rooms during coronavirus

McDonald's and other brands are making 'social distancing' logos

8.     Tell stories

Fact tell, stories sell. Stories are not only memorable and engaging, but they also provide a way to infuse brand values and key product differentiators into messaging. Good stories are timeless, however. Look for opportunities to leverage customers and employees to craft or illustrate compelling and entertaining brand stories. There are right ways and wrong ways to tell stories. Make sure HR and legal have reviewed content, as appropriate, before rolling it out. Related articles:

·       Overcoming distance: how brands can bring us together

·       Brands can save American lives during the coronavirus crisis by running ads next to news coverage of the pandemic

9.     Evolve, invent or help solve the problem

Adapt or die is a popular adage and apt for today’s world. Brands known for innovation, like Dyson, have taken it a step further by inventing products to fight the pandemic. Other brands, like Bauer, have shifted the production of hockey helmets to protective headgear for medical professionals. Good business, great PR and they are saving lives in the process. A trifecta! You don’t have to make physical products to join the fight against COVID-19, however. Google is doing its part by leveraging user data to track the spread of the virus, as is smart thermometer company, Kinsa Health. Related articles:

·       James Dyson designed a new ventilator in 10 days. He's making 15,000 for the pandemic fight

·       A sports company started making medical gear instead of hockey visors. It wants others to help.

·       Google is now publishing coronavirus mobility reports, feeding off users’ location history

·       Thermometer company: Florida compares only to NYC in spike in fever data

10.  Prepare for the worst, hope for the best

I’m an optimist by nature, but I’m also a pragmatist when it comes to being a business owner. I’ve been closely watching Anvil’s income, cash reserves and accounts payable the past month or so and have made proactive moves to reduce overhead as we prepare for clients to temporarily suspend marketing activities. As an optimist, I’m aggressively pursuing new business opportunities with existing clients and prospects and looking to grab market share while it’s cheaper (for now at least). For those more dramatically impacted by COVID-19, consider applying for financial aid from the federal government, via the CARES act. Related resource:

·       SBA Loans via the CARES Act

Whether your business is large or small, clients are local or global, adopting one or more of the above marketing communications strategies and tactics will help you navigate the COVID-19 crisis and position yourself for greater success on the back end. Until then, please stay safe, healthy and maintain safe physical distance without socially isolating yourself.