Ongoing coronavirus pandemic is a tragic time for many. Those who contracted and suffer from it, medical staff providing them help, essential workers trying to keep the world as we know it up and running and finally everyone else, affected by these events in other ways. It is also a truly global experience, affecting people across the globe who otherwise would might have had little in common.
If not the grim reason why this experience is truly global, marketers would say this creates an equally global communication opportunity. Should all opportunities be tapped into? I believe some call for a pass, such as this one. It is easier to agree on "dont's" in covid-19 times marketing.
Firstly, do not capitalize on the pandemic. Specials "covid sales" and similarly branded offers are tactless and likely to cause backlash.
Secondly, do not try to become virology expert. You are not, your customers know that and nobody expects you to become one now. Besides backlash, it is also highly irresponsible given the amount of unproven information being circulated in connection to this pandemic.
Finally, cease your press releases or product/service launches. Harsh truth is that no one cares right now, unless it can directly and substantially improve well being of people affected by the covid-19 pandemic. If your product or service does not do that, it would be wiser to postpone its release for the times when your marketing spend can give you any traction.
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