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<\/a><\/h3>\nNobody disputes the seriousness of COVID-19. But at the same time, not all businesses have come to a grinding halt (though many have been forced to get creative with non-traditional selling methods). The question on some peoples\u2019 minds has been, should I be promoting my products and services in the midst of a public health crisis that is decimating the economy?<\/em><\/p>\nData shows retail sales dropped 8.7 percent in March\u2014the biggest monthly decline in 30+ years of tracking such information. April\u2019s numbers (not in yet) are sure to continue the downward trend. Desperate retailers and marketers have had to turn to online shopping in order to stay not just relevant, but alive. Figuring out how<\/em> to sell to nervous consumers who are under a constant barrage of bad news is the tricky part.<\/p>\nThe best way to do that, some feel, is to avoid reminding consumers of the negative events taking place while championing the message that \u201cwe\u2019re all in this together.\u201d In case you\u2019re wondering, yes: acknowledging a crisis without explicitly mentioning it is a very fine line. It\u2019s easier for some brands than others; apparel chains, for example, have focused their ads on indoor living, social distancing and videoconferencing, promoting casual clothing perfect for working from home.<\/p>\n
Not everybody\u2019s product is so easily adaptable to such a dramatic lifestyle shift, and shifting from ads that state \u201cbuy our product\u201d to those that say \u201cthese are challenging times for us all; buy our product\u201d isn\u2019t a very effective strategy. Some marketers are shying away from any mention of coronavirus at all\u2014even those who are well-positioned to promote working from home or taking care of families. This means avoiding ads showing people in attire that is too casual, and focusing instead on bright and cheerful images in order to promote positivity and help reduce stress and anxiety.<\/p>\n
Keep in mind that brands are aiming for authenticity while trying to provide consumers with an escape from the negativity surrounding them at all times. Learn how to walk that balance yourself and you\u2019ll reap the rewards.<\/p>\n","protected":false},"excerpt":{"rendered":"
Everybody in the world is aware that we are in the midst of a pandemic. Some marketers have adopted the attitude that there\u2019s no reason to beat consumers over the head with this information, and in fact, are shying away from any mention of the coronavirus in their messaging. There are some positives to this…<\/p>\n","protected":false},"author":1,"featured_media":2058,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"schema":"","placeID":"","no_match":false,"name":"","company":"","review":"","address":"","city":"","state":"","zip":"","lat":"","lng":"","phone1":"","phone2":"","fax":"","mon1":"","mon2":"","tue1":"","tue2":"","wed1":"","wed2":"","thu1":"","thu2":"","fri1":"","fri2":"","sat1":"","sat2":"","sun1":"","sun2":"","hours-note":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-2057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketingpromotions"],"yoast_head":"\n
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