It’s no secret that Americans who are “sheltering in place” during COVID-19 are either working from home or looking for distractions. They’re trying out DIY projects to remain productive, sharing toilet paper memes on social media and binge-watching TV and streaming video – a lot of it.
Coronavirus is rapidly changing our habits – Americans are now averaging 12 hours a day with media platforms and even the Tampa Bay Times is cutting down print distribution to twice a week.
So while the full marketing impacts of COVID-19 on consumer behaviors are still being determined, there are two key areas to consider if you’re marketing during the pandemic:
At ChappellRoberts, we’ve been guiding our clients to shift towards digital-focused outlets and have already seen promising results. Send us an email if you have questions with the below guidelines, and we can work together on your media strategy.
Broadcast / Cable TV – For March, Nielsen has reported increases in TV viewership, time spent with national/local news programs, and longer viewing sessions.
Streaming Video – 75% of U.S. consumers have broadened their media options with streaming subscriptions and TV-connected devices, especially as many subscription platforms have extend the length of their free trials to 30 days.
Radio & Streaming Audio – A recent Nielsen survey found that 83% of consumers say they’re listening to as much or more radio as they were before the pandemic.
Social Media – And as people practice physical social distancing, they’re looking to their feeds to remain connected. Social Media Today is reporting:
We’re living in a very different reality than just a few weeks ago. Companies must shift their marketing messages in order to stay relevant – and sensitive – during the coronavirus pandemic.
Make sure your ads show genuine empathy for those struggling with isolation, balancing work and child-care, facing an uncertain future after layoffs, and trying to find space for self-care.
Stressful times aren’t ideal for promoting sales. It is, however, a great time to tell stories about your brand, your employees, your community causes and your vision. Take this time to be uplifting, but also appropriate in context.
Remain sensitive and authentic. Coors had plans to run an ad on being the best “work at home” beer, originally positioned for March Madness, but pulled it (ahead of the announcement of the tournament being cancelled). While the ad was never intended to make light of the current situation, it could have easily been taken the wrong way had Coors not pulled it.
Clear internal and external communications are extremely important. Consider elevating content about how your business is keeping employees and consumers safe and connected.
Have questions or need support with your own media plan? Email Christine for more details on how we can help.