With being consumed among the countless reports and broadcasts saturating your audience’s attention, it is important to recognize the heightened state of sensitivity experienced across the board, which affects how they consume and digest information. To say that empathy is imperative at this time would be a significant understatement.Back to menu
With the majority of the nation keeping indoors to quarantine so they can protect themselves against the rampant spread of COVID-19 by social distancing, it can seem like the ideal time to take advantage of advertising on the now more frequently used platforms, such as TV, different social media on the Internet, and even email marketing. However, with being consumed among the countless reports and broadcasts saturating your audience’s attention, it is important to recognize the heightened state of sensitivity experienced across the board, which affects how they consume and digest information. To say that empathy is imperative at this time would be a significant understatement.
After much public upheaval from protestors, we’ve seen that certain states in the country are planning to resume operations as normal and lift the social distancing requirement within the next week or early May. Some of these states include Alabama, Colorado, Florida, and Georgia. This plan is subject to change, as many items in the news have been, but that shouldn’t change how you approach your messaging.
First off, depending on your business, try to stray from content discussing the pandemic if it is not crucial to your operations. It is essential to acknowledge it, and communicate with your clientele how your staff is acclimating to the current state of the world. Still, there is plenty of content surrounding coronavirus. Additionally, the high volume of messaging related to the virus has been very detrimental to people’s mental health, so offering an escape would be much appreciated by your consumers.
Bouncing off of the idea of a minimal discussion of COVID-19, if possible, refraining from making too much light of the situation. Heavy consumers of Twitter, Instagram, and Facebook can attest to the countless memes and jokes infiltrating the digital space, revolving around the coronavirus, but these can appear insensitive, especially from a professional source. You never know which of your consumers have been affected by the virus, whether it was personal or a loved one who contracted COVID-19, because such material can be unsupportive and insensitive.
Lastly, understand that many of your consumers may have been laid off, furloughed, fired, or have a business of their own that is struggling. When strategizing your messaging, take into consideration how their families might be affected—struggling to put food on the table, paying bills, etc. The best type of advertising to put out there is one that emphasizes that we are all in this together.
Grova Creative is a minority and veteran-owned agency headquartered in Tallahassee, Florida, and works with clients all across the United States. The Grova team looks forward to discovering new opportunities and endeavors in the future. If you are a business or organization seeking help with advertising, marketing, branding, messaging, marketing, strategy, website development, or other creative assets, email Grova Creative at [email protected] or visit grova.com.