{"id":51196,"date":"2020-04-29T18:50:21","date_gmt":"2020-04-30T01:50:21","guid":{"rendered":"https:\/\/www.creativecircle.com\/?p=51196"},"modified":"2020-04-29T18:50:21","modified_gmt":"2020-04-30T01:50:21","slug":"even-during-crises-marketers-have-a-job-to-do","status":"publish","type":"post","link":"https:\/\/www.creativecircle.com\/blog\/even-during-crises-marketers-have-a-job-to-do\/","title":{"rendered":"Even During Crises, Marketers Have a Job to Do"},"content":{"rendered":"

It\u2019s a confusing time for everyone. None the more so than advertisers and marketers. If you have something to say, it\u2019s critical to get it right, because the world is paying attention. But also, did you get that?\u00a0The world is paying attention.<\/strong><\/p>\n

With reduced access to offices, gyms, restaurants, bars, and national parks to visit, the whole country is spending more time online and in front of TVs, soaking up news and information. The Wall Street Journal reports that Facebook usage has surged by 50%<\/a>\u00a0since the crisis began.<\/p>\n

This means marketers have a unique opportunity to chime in and speak up about their values. Brands who can maintain relevance are well-poised to grow their audience, and resonate with customers far into the future.<\/p>\n

For messaging that adheres to CDC recommendations, there\u2019s already a template being made for you. AdAge<\/a> reports that:<\/p>\n

Ad Council is teaming up with the White House, the Centers for Disease Control and Prevention, and the U.S. Department of Health and Human Services, to \u201cprovide critical and urgent messages to the American public,\u201d the group said in a statement.<\/p>\n

…\u201cThat script, developed by Group SJR, will also be made available as a template for media companies to create assets with their own local and state public health officials.\u201d<\/p><\/blockquote>\n

It\u2019s a long tough road ahead, but we\u2019ve survived catastrophes before. Most recently, after 9\/11, General Motors quickly rolled out its highly effective \u201cKeep America Rolling\u201d marketing plan to advertise its zero interest 84-month loans to get Americans back on the road.<\/p>\n

Their campaign offers a good lesson for our current situation. In a time of uncertainty, the right messaging (with the right actions in place, to back that message up) can give customers assurance that brands are there for them.<\/p>\n

How can you or your clients be there for your customers? One thing is to try and recreate some semblance of normalcy while we remain socially distant. Brands can shift their attention to social spaces where communities are congregating (if they aren\u2019t already there) and provide entertainment, humor, or a breath of fresh air. Or they can take meaningful action that supports their community like these three have:\u00a0Allbirds<\/a>\u00a0offered free shoes to healthcare practitioners.\u00a0Lyft\u00a0<\/a>expanded into delivery partnerships to support their drivers. Target<\/a>\u00a0announced pay raises, bonuses, and paid leave.<\/p>\n

Meanwhile, entertainment companies like\u00a0ViacomCBS, Walt Disney, ABC, and iHeartMedia are at work on campaigns centered around the importance of physical distancing.<\/p>\n

Understandably, not every brand can make grand gestures. The key is maintaining a dialogue with customers that is sensitive to the current climate and the emotional state of customers, while being mindful of government, World Health Organization, and CDC guidelines.<\/p>\n

There are lessons to be learned from brands whose best intentions backfired. We all remember the\u00a0Kendall Jenner Pepsi scandal<\/a>,\u00a0Dodge Ram\u2019s dodgy use of MLK\u2019s voice<\/a>, and\u00a0Bud Light\u2019s cringey \u201cup for whatever\u201d campaign<\/a>.<\/p>\n

It\u2019s no secret that brands want to sell their products, and agencies want to get paid to work on advertising those products \u2014 but you also don\u2019t want your marketing to come across as pandering or insensitive. Ensure your message is saying the right thing,\u00a0at the right time.\u00a0Think before you send, pay attention to the here and now, and don\u2019t forget to run any and all marketing efforts past many people, to gauge their reactions and ensure that your efforts don\u2019t backfire.<\/p>\n

Moral of the story: customers are paying attention, now more than ever. But countless people are struggling, and your message needs to be respectful of customers\u2019 various situations. So tread lightly. When done correctly, marketing during times of crisis can build brand trust and help propel your brand into the future. But there are many cautionary tales that must be heeded, to avoid a marketing nightmare.<\/p>\n

\n

About the author.<\/strong>
\nH\u00e9lo\u00efse Chung is writing the great American science fiction blockbuster in the moments between her day job as a copywriter and creative director. Non-screen activities include rock-climbing and making ceramics.
\nwebsite: heloisechung.com
\ntwitter: @hzla_de_encanta
\ninstagram: @heloise_chung<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s a confusing time for everyone. None the more so than advertisers and marketers. If you have something to say, it\u2019s critical to get it right, because the world is paying attention. But also, did you get that?\u00a0The world is paying attention. With reduced access to offices, gyms, restaurants, bars, and national parks to visit, […]<\/p>\n","protected":false},"author":5,"featured_media":51197,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75],"tags":[],"class_list":["post-51196","post","type-post","status-publish","format-standard","hentry","category-employer-insights"],"acf":[],"yoast_head":"\nEven During Crises, Marketers Have a Job to Do | Creative Circle<\/title>\n<meta name=\"description\" content=\"Brands who can maintain relevance are well-poised to grow their audience, and resonate with customers far into the future.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Even During Crises, Marketers Have a Job to Do\" \/>\n<meta property=\"og:description\" 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