It’s no secret that everyone must be exhausted from reading articles upon articles about COVID-19 and the way it has affected our society. However, during a time where a post-pandemic world is becoming foreseeable, we need to take a step back and realize the faults we had pre-pandemic to become better marketers in the future. To help guide your future marketing plans, we made a list of 3 things we learned from advertising during the pandemic that we are expecting to carry on in the future when advertising post-pandemic:
As a brand, you shouldn’t have to feel silenced. The truth of the matter is that COVID-19 affected every aspect of life. A brand that did not speak on the issue affecting everyone came across as tone-deaf and insincere. A whopping 89% of Gen Z and Millennials expect brands to take action to help with COVID-19. Consumers appreciated when brands like Target and Airbnb addressed following CDC guidelines and enforcing rules that would keep their customers safe. Consumers will think positively about your brand and your values if you are communicating your actions to help the crisis. Further, 84% of consumers say that they want brand advertising to focus on how brands help people cope with pandemic-related life challenges. They want brands to focus their messaging on solutions, not selling. Brands that solely focused on marketing their products instead of offering solutions and showing empathy for their consumers missed the mark in 2020. So, when it comes to post-pandemic advertising, we recommend focusing on solutions!
If there is anything to learn from 2020, it is to expect the unexpected. Having a plan for any unforeseen circumstances will give you and your customers peace of mind. Brands succeeded when they were ahead of others and spoke out as soon as news broke out. Let’s learn from the unpreparedness we had before the pandemic. When a crisis arises, start making a plan immediately, communicate your concerns to your customers and create strategies and executions to provide a solution as soon as possible.
As much of our life has shifted to an online format, whether it’s school, get-togethers, or work, many of us will continue to do so post-pandemic. The majority of people never want to go back to in-person working. 72% would prefer a mix of remote and office work, a hybrid approach. Those working remotely during the pandemic have reported higher levels of satisfaction and a better work-life balance. Therefore, even if high-capacity in-person events become safe, many may prefer to have the opportunity to engage with a brand online. Brands that offer a hybrid of in-person events and engaging online content are more likely to succeed in their marketing efforts.
So, how do we advertise post-pandemic? Although marketers may assume that their audience will have a shift in mindset in a post-pandemic society, much of the attitudes and habits we developed in 2020 are here to stay. Therefore, our empathy, transparency, and flexibility as advertisers should be here to stay as well.
Grova Creative is a woman, minority, and veteran-owned agency headquartered in Tallahassee, Florida, and works with clients all across the United States. If you are a business or organization seeking help with advertising, marketing, branding, messaging, marketing, strategy, website development, or other creative assets, visit grova.com.