I'm out of quarantine for good and breathing fresh air for the first time in 2 weeks!
A big thank you to the team at The Westin in the Brisbane CBD for looking after me and making my forced-exile as comfortable as can be.
When I emailed my dad to let him know I was out, I remarked that the first things I noticed were the sounds of birds.
In my almost sound-proofed gilded prison, there were no sounds of nature like bird calls or the rustle of leaves, dogs barking, or insects chirping away, and it was amazing hearing all this around me when I left the front doors of the hotel.
The small things can also be the big things - all comes down to perspective and what's 'normal'.
And, speaking of what's 'normal', there's no clear end in sight for everything going on right now.
THE 'NEW' NEW NORMAL
People will begin to get 'bored' of CV-19 unless they have a reason to be invested in it, so your messaging around CV-19 itself will need to shift accordingly.
In some of my clients accounts we're already seeing this happening.
Ads simply referencing CV-19 and doing nothing else are dropping in effectiveness.
When this pandemic kicked off, all you needed to do was put 'coronavirus' or 'covid' in a subject line and it would out-perform anything you could think up - that's not the case now.
A BROAD GENERALISATION OF ATTENTION DURING C-19
People were initially hungry for any information you could give them so they could make sense of the situation.
- It started with skepticism, wondering if CV-19 was something they needed to worry about.
- Then it moved on to fear, figuring out how could they protect themselves from catching it.
- Onwards to a heady mix of fear, hope, and hopelessness as people tried to understand how it would affect their lives.
- Now on to acceptance and thinking of what one can do during isolation to best use their time.
This is obviously a broad generalisation, but I can definitely see the trend with my own friends and colleages who aren't directly affected.
They're just trying to fill the time and keep things moving, or actively looking for ways to put themselves in a better position than they were before this all kicked off.
BE AWARE OF WHAT YOU'RE SAYING
The 'we care' and 'we're here for you' messaging is just noise at this point. The boat sailed weeks ago for that one to be meaningful or impactful.
As people become accustomed to this 'new normal', it will take new and nuanced angles to keep people interested in your business without being crass, unethical, or part of a 'sea of same'.
The reality is that every business needs to continue marketing in order to simply maintain market share or share of voice in their space. Some will see their share increase if they do things right. Doing nothing will see your share reduce.
$100 COVID-19 MARKETING CRITIQUE
Which is why I've decided to continue offering my COVID-19 Critiques for $100 to help you get your messaging right.
So if you're running any marketing during this time, send it my way, and for just $100AUD I'll give you:
- the top 3 things to fix to make it impactful and effective
- my reasoning behind these suggested fixes
- and examples of what I would do to fix it
HOW TO CLAIM YOUR COVID-19 CRITIQUE FOR $100
Just reply to this email with COVID-19 CRITIQUE and I'll send an email with more details.
No big sales page or pitch - just send a message.
