The COVID-19 outbreak has undoubtedly affected all aspects of our lives, including marketing. Given the current situation, you are most likely incorporating the pandemic into your content and messaging. As this is mostly new ground, you are also most likely trying to figure out how to stay relevant while also being appropriate during such an unprecedented time.

The good news is that people seem to still be responsive to advertising in general. According to a study conducted by Twitter:

• 64% said brands should continue advertising products as normal
• 52% agreed that seeing/hearing ads gives them a sense of normality
• 77% agreed they feel more positively about brands making an effort to support society at the moment

We have compiled some guidelines that we believe will help you successfully market your business.

Be authentic

It is extremely important to create strong connections with your customers, especially if you are inserting your brand into the conversations of today. Advertising campaigns that will excel are the ones that stay true to their brand and values.

Revisit your creative often

Many brands are choosing to be nimble in making necessary changes in this environment. For example Ford pulled down its planned advertisements and decided to replace them with advertisements centring around the brand’s involvement with COVID-19 relief programmes.

A few things to keep in mind when assessing your creatives:

• Does the ad look well designed and professional?
• Does it showcase what you are doing to help customers during this time?
• Does it show how you are helping or thinking about Botswana’s various demographics that are affected?
• Does it provide useful information, for safety, health, services etc.?

Don’t communicate anything that seems insensitive or that could induce panic

According to the Kantar COVID-19 barometer report, 70% of consumers believe that brands should not exploit the situation to promote their brand.

Two things that are useful to ask before running an ad are “Is it insensitive?” and “Does it induce panic to the viewers?”

Word choices matter more

Continuing on the previous point, special attention needs to be given to the words used in your promotional material. Rather than saying “Take advantage of our offer now!” , try “Let us help you navigate this situation.”. In general:

• Use: “contribute,” “connect,” “play a role,” “navigate,” “cope,” “respond”
• Do not use: “capitalize,” “advantage,” “offer,” “gain,” “profit”
• Be careful with: “opportunity,” “make the most”

As an experienced media company based in Gaborone, Botswana, we have found that these simple tips have helped our clients stay more relevant in the current complicated advertising environment.

We are open for business as usual for all your photography, video, aerial and advertising needs.