The global COVID-19 pandemic is taking a toll on businesses everywhere, as the entire world makes a massive shift in how they spend their time. Under the Stay at Home order, brands are switching their focus to online. And so it’s time to incorporate social distance marketing and the personal and social effects of such a drastic change into your campaign strategies.
Luckily, regardless of your industry, you CAN stay connected with your audience during this time of social distancing. And you can even create valuable and engaging experiences, both online and in your community on a local level. At MOGXP we can help you pivot your experiential marketing initiatives to work during this pandemic.
In the meantime, consider the following strategies to help your brand stay on the radar, while adhering to physical distancing guidelines.
Ways Your Brand Can Engage Audiences with Social Distance Marketing
Change up your marketing message
You can make a few small changes to indicate that your brand is attuned to the importance of social distancing, and how it is affecting all of your existing and future fans.
For example, Chiquita banana recently posted a new version of its logo without its iconic Miss Chiquita, stating that she was staying at home. And London’s famous “Time Out” magazine temporarily changed its title to “Time In,” as a nod to the city-wide Stay at Home order. As a result, the magazine shifted its focus from articles on area events and festivals, to features on indoor activities. They mentioned 25 feel-good movies to stream, or area restaurants with stellar take-out food.
Staying relevant in the time of the COVID-19 pandemic doesn’t require a major overhaul of your brand. It just means a few tweaks to let your audience know that you’re experiencing the same challenges they are, and are following suit.
Take the experience online
Experiential marketing campaigns have also changed in the age of social distancing. And with most folks at home without physical interactions, it’s to find unique ways to keep your audience members connected.
For example, Chipotle Restaurant recently launched a campaign to encourage folks around the world to virtually hang out and connect over lunch, complete with special celebrity hosts or guests. A number of pubs and bars around the globe that were prevented from celebrating St. Patrick’s Day in person launched inventive ways for folks to enjoy a party at home. This included live streaming concerts, and tutorials from experience bartenders on how to pour the perfect Guinness. One neighborhood restaurant and pub in North Carolina actually increased its social media fans by the thousands. It started to host online “jam sessions,” where fans could grab an instrument, log into a Zoom webinar, and play music with their friends.
The key is to make sure your social network stays social by encouraging them to engage. By making your audience a part of the experience, you’ll provide entertainment and an experience.
What is valuable content?
- education
- entertainment
- anything that inspires your audience
So, consider these online social distancing value marketing options:
- online product demonstrations
- unique tutorials
- live streaming concerts and events, classes, challenges
- send uplifting email marketing messages
Stay empathic
The Coronavirus has affected everyone in the world. And every one of your fans is facing an unprecedented set of challenges.
Shift your marketing focus to caring messages, soothing and uplifting images and content, and other campaigns that focus on providing support. Offer incentives, payment programs, and other promotions. Most importantly, ensure that your audience knows that you’re right there with them, every step of the way.
In doing so, consider a way you can show your local community that your brand supports them and is here for them.
More ways to surprise and delight them, 6 feet away are:
- Building fun props for viewers and residents of apartment complexes can see
- Write inspiring quotes in chalk on sidewalks
- If you can get into your local Ring Doorbell or NextDoor community networks, you can send smiley faces and encouragement for people to see
The COVID-19 pandemic has certainly changed everything. But it also presents a new opportunity to get creative. With social distance, they can still explore experiential marketing initiatives that can provide a little joy in an otherwise confusing and anxious time.
Remember that you don’t necessarily have to put your business or marketing on hold during this time of uncertainty. Physical distancing does not have to mean social isolation. There are still ways for your brand to evoke human emotion. Right now is the time to be the uplifting face for everyone to see!
We Can Help
Our clients know that we base all decisions on consistency. This means, an experience at the right place, the right time, and sending the right message to the right people, from the right brand ambassadors.
Even though we cannot be out and about at this time, we can still help you plan a successful future event!
Want to learn more? Contact our expert team at MOGXP here. We’ll work together to identify the best opportunities to make your experiential marketing campaign a success.