By Najia Uz Zaman, Marketing Portfolio Leader, IBM MEA

Najia Uz Zaman, Marketing Portfolio Leader at IBM MEA

A guide on how to market in sensitive times… 

“COVID-19 or not, you can still look beautiful during these challenging times. Book your appointment now!” was an SMS promotion, I received from a high-end beauty salon, offering me to look my very best during this pandemic. In my opinion, this offer was insensitive given the insecure circumstances and guidance of social distancing. 

As marketeers, we are well-aware of the power of real-time content marketing, such as positioning your brand as current and up to date, helps creating a sense of urgency, deepens audience connection, etc. Yet has the “need to sell” crowded our human judgement? 

We are living in an unprecedented moment for humanity that touches every aspect of our personal and our loved ones’ lives. As we are all adjusting to this new reality and figuring out how to resume our lives while catering to the needs of our businesses, it’s never been more critical for us as marketeers to view the world from different perspectives. 

What a marketeer should do? Simple, Think… from your heart!

Before creating any content – ask yourself the question: Is there something that can be seen as insensitive or trivializing?

Points to be considered: 

1) What clients hear: Seek to hit the right tone – messaging should come across as: 

  • Full of empathy, calm and stable
  • Leading and collaborative
  • Hopeful and practical
  • Positive and optimistic

2) What clients see: Avoid images of :

  • The illustration of coronavirus  
  • Large crowds in places like stadiums and arenas. People aren’t able to do this right now, given cancellations of sports seasons and guidance against gathering in large crowds
  • Airline/Travel, as the industry is facing lower demand, while some airlines have completely suspended service amidst the pandemic
  • Healthcare environments/professionals, who are in the frontline battling to save lives
  • Office environments showing groups physically working together
  • Stocks and bond markets, due to the uncertainty and fluctuations  

3) What Clients Understand:

  •  Ensure your claims/stats are from official sources
  • Consider any potential political sensitivities
  • Ensure you message does not come across as ‘alarmist’ or lean into ‘fear’ as a way to breakthrough
  • Avoid negative keyword lists to account for breaking news (e.g. coronavirus & other related words)

4) What clients socialize with digitally: 

From a social perspective, engagement is down for brand social channels as the internet is focused on news-related content of covid-19. Therefore, consider whether or not evergreen assets or content promoting specific products is right at this time. 

Some good examples of adaptation to the current situation, can be observed with several brands such as:  

Nike: Releases a new campaign to promote social distancing amid coronavirus pandemic. Within an hour, several big-name athletes that the company sponsor have posted the ad on their respective social media channels, including: Michael Jordan, Tiger Woods, Carli Lloyd, Cristiano Ronaldo etc. 

McDonald’s: Separates its golden arches in an act of solidarity and to encourage safety.

Starbucks: Goes From “Sip and Stay” to “Grab and Go”. The coffee removed seating at its outlets to promote social distancing 

Many companies in these uncertain times are trying to help clients navigate through remote collaboration. IBM is one of the leading companies, supporting teams and organizations navigating this period of remote collaboration, temporarily opening up free access to everything on their Enterprise Design Thinking site. This provides actionable guidance through trainings and tools to get your team in the mindset of human-centered innovation, even when everyone is suddenly remote. Get your free access here

It is essential to balance the way we proactively address and provide help to our clients’ immediate needs with sensitivity to challenges they will continue to face in the coming days, weeks and may be months. History (and data) tells us that brands that act effectively in a crisis, become disproportionately stronger after the event. Smart, empathetic use of marketing can help brands demonstrate their true values, relevance and purpose to people at a time when they are most needed.