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How to use social distancing in marketing

How to use social distancing in marketing

Anyone who’s watched a recently recorded TV show or sports event will see social distancing in place.  From screens showing people watching online and canned laughter to widely spaced out quiz contestants and presenters spread out around the CBeebies house, entertainment is having to adapt.  This now needs to be the case in your marketing, to show you’re adapting to the changing world of masks and 2 metre high fives.  Here’s some great examples of brands staying current in a pandemic world with social distancing in marketing.

COVID-19 marketing with Amazon

Amazon don’t always have the warm fuzzy feeling in their marketing, choosing to focus on speed and convenience.  Outbreaks in factories and warehouses make headlines, so Amazon are quick to show their team being taken care of.  Employees in masks, temperature checks and masks being transported around the world, to make sure they can keep going, shows the public they can order using Amazon safe in the knowledge that the people behind the delivery aren’t being put at risk.

Keep it real about social distancing marketing with Heineken

One of my personal favourites.  Let’s face it, communicating digitally doesn’t always go to plan.  Tech break downs, barking dogs, wifi connection issues, propping up your phone and embarrassing home life events in the background are all here, along with everyone’s favourite “you’re on mute, I can’t hear you” – they’re all here.  Heineken gives a nod to everyone staying safe at the expense of convenience in a humourous way, and it really works as a way of putting social distancing in marketing.

Masks in marketing with Vistaprint

There is information to show that people feel more positive about adverts with masks in, perhaps because it better reflects real life right now.  Vistaprint have made masks the key focal point of their advert, promoting masks as not something to hide behind, but a show of solidarity and resilience.  Print isn’t even mentioned here, but personally I remembered their name the next time I put my mask on.

Stay home with Dominos Pizza (it’s not all bad)

Launched at the start of the pandemic, this Dominos advert showed that while staying home can feel isolating, it’s also a chance to, well, dance around in your pants before a pizza arrives.  It’s not perfect as you see the pizza being handed over and no masks, but then this is perhaps before all of the processes kicked in.  And it’s still a fun way to look at staying home.

Social distancing in marketing for SMEs

For those that aren’t big enough to be doing massive TV adverts, these ideas can still be transferred to your marketing.  This is actually an opportunity to embrace video as more people are used to more raw video footage.  COVID-19 marketing for SMEs can be as simple as a screenshot of the online team talk as part of a social media marketing campaign, an altered strapline or logo to incorporate social distance or the use of masks, or a reassuring chain of email marketing to show how a business is not just surviving the pandemic, but working to be resilient and thrive.

subway

(image from Subway)

Get in touch for more information on marketing through a pandemic with social distancing in marketing

New social media features since COVID-19

COVID-19 changed the way that everyone marketed, very quickly and very extremely.  Overnight events were cancelled, shops were closed and face to face meetings died out.  More and more people were using digital methods to stay in touch and that included social media.

Social media networks were suddenly under pressure to help their users maintain relationships with their loved ones, and at the same time were looking to provide business tools that addressed all of the new challenges.

Many didn’t disappoint, and here are a selection of some of the tools and even tweaks that social media networks made as COVID-19 swept the world.

Facebook Rooms

Launched in May, Facebook’s newest videoconferencing feature – Messenger Rooms – allows up to 50 people to video chat at the same time, with no limit to how long you can talk for.  In addition, you don’t even need a Facebook account to join a room so it’s open to everyone.

For a B2C company that uses Facebook a lot, who were planning on holding a small event of around this number, Facebook Rooms made this an adaptable possibility.

A new reaction from LinkedIn

In the world of work, sharing information on LinkedIn has been a bit of a minefield.  People are having to share news of furlough, redundancies, temporary or permanent closures and product changes and delays.  A ‘like’ or a round of applause or even a sad face doesn’t seem appropriate when you’re trying to communicate ‘keep your chin up’.

It’s of little surprise that LinkedIn released a new reaction button which essentially means ‘sending you support’.  Messaging changes as times do and LinkedIn got this absolutely right.

Whatsapp catalogues

This actually came out a while ago but it was a relatively low key affair.  In a time where people can now not hand over a real life catalogue, the potential to send people a virtual catalogue on something as easy as Whatsapp has a big appeal.  It has become much more publicised and widely used as a result of COVID-19.

How it works is, a business owner gets a digital store using WhatsApp Business and inside the store, you can create any number of catalogues. You can put prices, descriptions, pictures and other ordering information. You can even add a website to each catalogue.

If you’re looking to use more social media marketing in the aftermath of COVID-19, get in touch.