The Coronavirus is affecting each and every one of us. Marketers need to react to this situation and shape comms and campaigns around the current crisis and how it’s affecting their brands.
Nobody could know to what scale the Coronavirus would affect the world and we find ourselves in a difficult situation.
Agencies worldwide still have a duty to their clients to market their products and services. However, during this difficult time, brands can’t be seen to be opportunistic.
Therefore, marketers need to work with their clients to create a revised strategy and sensitive communication plans during what is an unprecedented time.
Mark Ritson of Marketing Week said: “The wheels of industry need to keep turning so workers are paid and families are fed. Those wheels are best greased by effective marketing.”
He could not be more right. The wheels do need to keep turning and that may mean a significant change to your brand strategy may need to happen to echo your customer’s situation.
Many brands will also be facing a major new challenge; their newly slashed marketing budget.
This amongst many other challenges to marketers are all things that agencies can and will overcome if they work together as one team.
This situation is changing – not by the day, but by the hour so it may seem difficult to think of a long term plan for your clients; and to some aspect, that is correct. Businesses need to create a short term plan in order to survive the crisis, but without losing sight of the long term business goals.
Instead, client and agency must work harmoniously together, reading the situation day by day and adapting content and comms accordingly. The practical reality of global economic trade means that we need to market now for the good of all mankind.
Now more than ever, communication is key between agencies and their clients. Agencies are highly skilled at quickly developing comms for emergency and changing situations. It’s time to get creative, work collaboratively and keep marketing.
Let’s leave the expert conversation around the Coronavirus to the professionals and instead discuss the position the epidemic puts your business in with transparency towards customers. Most importantly, remember that this period is temporary and normality will resume.