COVID Crisis of Marketing Communications

2020, a series that everyone wants to escape. Students feel less connected now than ever. Our world is at unease with social injustices. The Covid-19 pandemic seems to have no solution. College graduations are postponed. America is in an economic crisis. The list of tragedies is a black hole. 

In March 2020, big companies such as CMX Cinemas and Neman Marcus filed for bankruptcy. Scary…right? Graduate students of CMGT may be hopeless. The marketing industry is taking a turn due to COVID-19. Students dream of landing their dream job with their dream company. But how can one remain hopeful? Easy, adapt to these changes. Adjust with Covid-19, not to Covid-19. And, then we will survive as marketers in this crisis. 

Here is a chart showing how top brands are doing during this pandemic.

In red and yellow are the failing brands. Today we are focusing on brands that took immediate action, highlighted in green. It is crucial to not only know how they succeeded but to apply it as a CMGT student so we can prosper as future employees and as students. 

In no specific order these tips will guide you to success during COVID-19.

# 1: Understand your customer’s concerns and address these concerns effectively.

Here are the shared concerns of COVID-19: 

Needless to say, people are scared. Successful companies are easing their worries. Moreover, their marketers are helping the company prosper while minimizing anxiety nationwide. Lego, highlighted in green (table 1), is a prime example of Tip #1. Lego’s released a statement on social media platforms using the hashtag #letsbuildtogether. They united their customers through a simple hashtag, which led to an engagement increase of 14%and a 3 percent rise in net profit to 8.3 billion kroner. What can we learn from this? Be authentic, show the consumers you care through addressing those worries. 

#2:Build a solution for the consumers.

This tip goes hand and hand with knowing your customers; you have to know them before offering a solution. Four Season’s, a luxurious high priced hotel, lent Covid-19 response workers a free of charge stay in New York. Now you may think, why is this important? Simply, the Hotel will directly be associated with love, positive emotions, and compassion. Zhong, a famous researcher, found that both worker’s performance level and health improved through small acts of kindness, not through big raises or reduced workloads. Thus, a significant profit business such as The Four Seasons will be remembered. Not only will workers have gratitude towards them, but the population will. 

#3: Unify people.

More now than ever, people are feeling lonely. Even by not attending in-person classes, I can relate to being overwhelmed at times due to the lack of social connection. A research article found that with the public health measures of social distancing, there is an increase of loneliness and social isolation. Warner Brothers utilized social media engagement throughout this pandemic. They linked a word fill in the blanks, in which the audience could fill in what they want to see from Warner brothers. The achievement showed pre-pandemic engagement was 24 engagements per mention, it then rose to 30.6 per mention. WHO and Global Citizen announced a TV special on April 8, 2020, “One World: Together At Home,” bringing support and unification worldwide. From the eye-catching title, it is prominent that they want to bring people together. During unprecedented times, markets need to provide comfort and demonstrate that they can be a shoulder to lean on. 

It is essential to use to understand what you have felt during this pandemic. Do some self-evaluation. Provide transparency through your authenticity. We will all get through these times together as students and future marketers. Turn these bad times into good times, “and by connecting your brand to those times, you’ll maximize love”. 

Fight On! 

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