In today’s pandemic climate, you’ve probably heard the term “new normal” more than once. As COVID-19 stay-at-home orders went into effect in mid-March, marketing messaging shifted as companies pivoted to respond to major life changes across the world. Though life is drastically different for the majority, over-using words like “new normal” can arguably have a negative impact on American consumers, while in contrast, more thoughtful, outside-of-the-box, positive messaging could leave a more favorable impression of a brand.
Messaging is rampant in an increasingly digital world. In the 1970s, Americans saw an estimated 500 ads per day, primarily through billboards, newspapers, and television ads. Fast forward 50 years later and it’s now estimated Americans see around 5,000 brand messages each day. Whether you are consciously aware of it or not, brand messaging is rampant for everyone in modernized countries across the world.
We are so overwhelmed by information that it’s estimated Millennials get more information in one month than their grandparents received in an entire lifetime. As marketers, we each play a role in that mass messaging consumers receive, and as a result, we have a social responsibility to thoughtfully select truthful—yet positive messaging, especially during times of crisis.
For example, feelings of depression and angst can be exasperated by the messaging we receive. Factor in social isolation, along with trauma from a job loss, illness, or worries about the well-being of loved ones—a lot of people are struggling. Even people who enjoy working from home report feeling exhausted and unwilling to work on personal projects. The long-term mental health effects of the pandemic are unknown, but a national mental health hotline recently reported an 891% spike in calls since the start of the pandemic.
One problem with saying “new normal” is that “normal” is different for everyone. Licensed Professional Counselor in Austin, Texas, Jennifer Norton, says one person’s definition of normal is typically not the same as another person’s, and as a result, an in-depth definition of “normal” is difficult to define.
“Psychologically, many people are not able to move forward without hope of things going back to the way they were,” said Norton. “Based on people I’ve spoken with, many feel emotionally stuck right now—they’re feeling unmotivated and depressed.”
Out of all professionals contributing to mass media messaging, creative marketers have more flexibility than their counterparts, particularly journalists, who report news on unbiased facts. In contrast, advertisers are promoting a product or brand, which can be done through uplifting messaging that is also transparent and factual, and with an awareness of sensitivities surrounding COVID-19.
A great example of this can be seen by an Austin, Texas-based, hair salon’s email about re-opening. The subject line stated, “Things will be different, but it’s temporary.” Uplifting words with a positive outlook, and a message that’s more likely to drive business traffic.
“New normal” is arguably over-hyped. A more eloquent term might be “temporary normal” because we are in transition, and no one knows what is ahead. What is “normal” today—may not be the “normal” within a week.
Though challenging, here are some additional ways marketers can raise the bar, excelling in current circumstances.
Focus on a positive story that reflects normalcy
It is safe to say we all crave comforts, whether those comforts come from a pre-COVID-19 world or current circumstances. Highlighting something meaningful and positive that drives the purpose of your brand can leave consumers feeling warmer, which could not only impact buying decisions, but it also builds a favorable impression of your brand.
Don’t assume everyone is in the same situation
Words like “while you are social distancing” don’t necessarily reflect thoughtful consideration of unique circumstances. Most likely, not everyone within your client base is social distancing. Weeks ago, a viral post on Facebook pointed this out: “While we are all in the same storm, we are not all in the same boat.” Whether you are a front-line worker, a laid-off worker, dealing with grief in another form, or happily working from home—everyone is facing different challenges and scenarios, and it’s important to consider that diversity within your brand messaging.
Highlight brand achievements/relevance
Let your clients know you are still here, just as you’ve been in the past. Highlight what you are doing in this environment to make things easier for them. Showcase the ways you are pivoting to meet changing demands. But avoid overly using words like “here for you” and “here to help.” Actions speak louder than words, so take it a step further and tell them about direct results and success stories, without relying on cliché messaging that any brand can utilize.
With thoughtful marketing and careful consideration of your entire target audience, marketers can thrive in the COVID-19 climate. Instead of relying on terms like “new normal” which may have harmful effects, focus on positivity that we will rebound from this unusual time. Depending on your industry, with this focus on empathy, you can create a more favorable impression of your brand, which will resonate with your audience for years to come, even after this time of crisis is over.
Britni Rachal is a content and events marketer with more than 13 years of content management, brand storytelling, and editorial experience, including seven years as a television news producer.
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