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Four F's, Phases of Covid

marketing covid

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#1 geomc57

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Posted 08 May 2020 - 12:04 AM

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The Four F's of Covid:
WTF? -- What is this and how will it affect my family and me?
Fear – Realization of the seriousness of the virus drives compliance and efforts to flatten the curve. At least in most parts of the country.
Fatigue – After five full weeks of confinement and full on, 24/7 COVID-19 media coverage, people are getting tired of hearing about the virus and some people begin to push back via non-compliant behavior.
Future? -- Uncertain Future where people are anxious to get back to work and want a different letter "F", as in Freedom. Continued constraints on behavior in this phase will rally Americans around the concept of Freedom and could drive blatantly bad behavior as it relates to COVID-19 social-distancing compliance and attitudes towards re-starting the economy.
Key Takeaways for advertising and promotion:
1. Given the Fatigue and COVerload, people may now be ready for some humor.
2. Due to the surge in unemployment, there may be new found appreciation for business on your own. Since we have moved from Survival mode into the Future Phase, people are open to new initiatives.
3. People are reassured and comforted to see advertising during this time as long as it is not too heavy-handed when it comes to COVID-19 references and does not include awkward social-distancing situations.
4. This is a good time for Challenger Brands. In other words people are open to new things. Many people at home innovate their behavior to cope with COVID-19, it is actually be a good time for innovate new life choices.
5. Advertisers need to segue from serious, reassuring messages to more positive and upbeat messages that telegraph "the light at the end of COVID-19 tunnel" while emphasizing restraint and behavioral changes.

 


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#2 firebyfifty

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Posted 09 May 2020 - 12:49 AM

I must admit that I wasn't surprised when I started to see a lot of the advertising in the MMO niche start to include messages related to COVID-19 but I was certainly disgusted and embarrassed to be involved in an industry doing so.

 

The only advertising or promotions that should ethically include a COVID related message is those that promote official health and safety messages, fact checkers, myth busters, or possibly some form of charity seeking to assist those on the front line.

 

All the big platforms are outwardly doing their best to take down the miracle cures and misinformation but I still see a lot of supposed cures or supposed preventative stuff or even the incredible conspiracy theories in safe lists and TEs. Makes me cringe every time.

 

And even simply relating a seemingly regular online business to COVID, for example those along the lines of "Stuck at home due to COVID? Make Money while you do it with [insert random pitch here]" - this is straight up immoral.

 

I understand the marketing theory behind it and the temptation to take advantage of an environment that sees a huge potential increase in online income seekers.

 

I have nothing wrong with marketing to these people who may now have lots more time on their hands or have lost their jobs and be looking for an alternative solution BUT in my opinion these people will only see your ad if they are already looking at it!!! So just sell your product or service. Simple as that! There is no need to link your product or service with the current health situation, people know they are at home with more time, people know they need an alternative income if that is indeed the case.

 

Just my two cents.

 

Anyone using COVID as a marketing tactic is wasting their credits/ clicks when I see it. Stand by and sell your product for the value it has! In other words, Sell your product and not your soul.

 

Stay safe all!

 

Cheers

Nate


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#3 geomc57

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Posted 17 May 2020 - 11:52 PM

I agree with many of your words. I saw an ad for an anti-bacterial hand cream (MLM) being pushed as the great cure all for hand washing. It had no alcohol and actually nourishes your skin rather than damaging it as alcohol does. Problem is the science. Covid is a virus not a bacteria and and an anti bacterial will do little to it. That is why so many of the DIY hand sanitizers will not do much to kill Covid.

 

But neither can we ignore the Covid situation. There is much to be gained personally not just monetarily. It has permanently altered our lives. We might learn more, read more, enjoy our neighbors more, invest our time better, or maybe just eat with our kids. My adult kids have no interest in Malls reopening. They can't, now, figure out why they liked going there. Lets go for a hike in the woods instead, they say.

 

We should not leverage people's fears and insecurities but we should contribute to their personal growth and a more secure future for us all.  


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#4 onlywell

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Posted 31 May 2020 - 01:22 PM

I must admit that I wasn't surprised when I started to see a lot of the advertising in the MMO niche start to include messages related to COVID-19 but I was certainly disgusted and embarrassed to be involved in an industry doing so.

 

The only advertising or promotions that should ethically include a COVID related message is those that promote official health and safety messages, fact checkers, myth busters, or possibly some form of charity seeking to assist those on the front line.

 

All the big platforms are outwardly doing their best to take down the miracle cures and misinformation but I still see a lot of supposed cures or supposed preventative stuff or even the incredible conspiracy theories in safe lists and TEs. Makes me cringe every time.

 

And even simply relating a seemingly regular online business to COVID, for example those along the lines of "Stuck at home due to COVID? Make Money while you do it with [insert random pitch here]" - this is straight up immoral.

 

I understand the marketing theory behind it and the temptation to take advantage of an environment that sees a huge potential increase in online income seekers.

 

I have nothing wrong with marketing to these people who may now have lots more time on their hands or have lost their jobs and be looking for an alternative solution BUT in my opinion these people will only see your ad if they are already looking at it!!! So just sell your product or service. Simple as that! There is no need to link your product or service with the current health situation, people know they are at home with more time, people know they need an alternative income if that is indeed the case.

 

Just my two cents.

 

Anyone using COVID as a marketing tactic is wasting their credits/ clicks when I see it. Stand by and sell your product for the value it has! In other words, Sell your product and not your soul.

 

Stay safe all!

 

Cheers

Nate

I agree with you Nate. There are enouph people and organizations using us for their profits in this time.


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#5 Peggy Hough

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Posted 01 June 2020 - 04:55 PM

Interesting article.


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