When it comes to a company’s marketing strategy, the approach to connecting consumers to their brands can be tackled in a myriad of different ways. While some brands are known for injecting colorful sense of humor into their advertisements, and at times a bit snarky with their off-beat commentary, there are then those who are more straight-forward in delivering their message.

The power of social media and its ability to connect millions of people to a brand is remarkable, but it is also a platform where content lives forever, and that must not be forgotten, especially when creating marketing campaigns. Why must it not be forgotten? Because during times of uncertainty, much like the world we’ve been living in for the last three months, companies must be mindful of the current climate and address the world’s changes in their marketing strategies in the most delicate of ways. If not, the negative publicity they may receive is not something any brand want’s behind it.

For example, last month Frito-Lay put out a new commercial which spoke not about their products specifically, but about the donations and actions they’ve taken to help families and hospitals in need as a result of the current health crisis. Their message is that the world doesn’t need brands to tell us how we think or feel right now, instead it’s about the people.

While the commercial’s focus is on the ways in which the company has been helping others during COVID-19, the underlying message is that in the middle of a health crisis it’s not about brands. In looking at this a bit more closely, it appears the creatives behind the advertisement are pointing out that it’s a bit graceless to advertise in the middle of a pandemic; but isn’t that what they’re doing?  Ad shaming other advertisers by making such a point is not something that may sit well with other companies or consumers. That’s not to take away from all of the wonderful ways in which the brand has contributed, but at the end of the day how would people know about what the company has done if they didn’t “advertise” about it? 

For any campaign to be successful (regardless of whether there is a pandemic or not), marketers need the ability to quickly and efficiently adapt to the changes going on around them. What they need is the flexibility to change with the consumer landscape and ensure their media plans reflect what’s happening in the world.

A recent ad from the Las Vegas Convention and Visitors Authority is looking ahead and promising future visitors, “a new Vegas for the new reality.” As state regulators have issued certain details pertaining to the new protocols casinos will need follow, several operators have already released details in regards to their reopening plans.

It’s especially important for small and medium size businesses that do not have the luxury of large-scale research and development departments to have their finger on the pulse and develop those forward-thinking strategies.

The Museum of Ice Cream, a local New York City business, has remained extremely active during the last few months and have held a strong social media presence despite the fact they are currently closed. Although their business is mainly predicated on in-person visits, they continue to interact with those at home through live stream tutorials, video clips and photos of workers handing out ice cream to nurses in the city in an effort to show their support, along with other fun and interactive posts. This is a great example of how a small business is using social media marketing to stay relevant and in touch with consumers during the current climate.

As marketing teams continue to confront new challenges and wade through unchartered waters as a result of the pandemic, one of the many things this health crisis has also shown us is having a “one-dimensional” brand voice isn’t a good fit in the complicated world we’re currently living in. Despite that fact that one marketing activity may have yielded results in the past, it seems that is no longer the case.

Often times we see companies that have built their brand around being snarky, even sassy, and while that type of strategy has worked in the past, right now brands need to tweak their approach. That’s not to say they should change it completely, people still want a little humor in their everyday lives, the health crisis hasn’t taken that away. What they also want is a distraction from the news, and if these ads can have some fun with their message and inject a bit more personality into them, people will respond. 

When it was announced that the country was facing a meat shortage due to COVID-19, Wendy’s, the popular fast-food restaurant chain, made their classic 1984 catchphrase, “Where’s the beef?” once again relevant. The tongue and cheek saying began seeing a resurgence of popularity as consumers really began to wonder (and worry) about the meat shortage. This is a perfect example of how the creatives repurposed old material and used it smartly.

As the country faces hardships as a result of COVID-19, advertisers have been sensitive in their messaging while acknowledging, and even addressing the issues so many are facing as a result. Brands like Burger King have encouraged customers to stay home and use their app to order. Not only are they offering free delivery, but they’ve also been donating food to nurses. Grubhub has focused ads not on their business, but around the restaurants themselves. Their message, if we aren’t supporting restaurants today, they may not be here for us tomorrow.

We’ve also seen brands shy away from directly addressing the health crisis, but instead, offering consumers creative ideas on ways in which they can stay busy during the quarantine. Craft store giant Michael’s has not mentioned the pandemic in their advertisements, instead, they’re keeping the mood light-hearted by showing how consumers can get creative with crafts at home. Remember, there are ways to have fun while still being sensitive to the issues.

Regardless of the size of the company, or popularity of the brand, right now the importance is in addressing and incorporating the world’s changes into one’s marketing strategy. Now more than ever it’s important to spread messages of unity and hope.

—Jenna