Supportive marketing during COVID-19

We’re living in a strange time right now. Right in this moment. It’s equal parts overwhelming and frustrating; whilst saying how ridiculous it is yet being unphased by it. Another day, another adjective to describe how we’re all feeling about it.

I think we’re all sick of hearing the name (and the abbreviated form in this article’s title) of what is keeping us from buying canned tomatoes at the supermarket, so read it throughout this article as “it”.

In tough times, whether it’s driven by (mostly) uncontrollable forces (such as the bushfires, which we covered here), or by widespread hysteria and panic such as we’re dealing with now, it is interesting to analyse how companies react. 

In cases such as this declared pandemic, people need to be supported instead of made to panic. As you can see from the image examples below, various brands have reached out via text message, email, social media or in-app to offer peace of mind towards their customers regarding their services.

Due to the Formula 1 (F1) and NBA, as well as other sporting leagues and organisations cancelling or postponing their competition periods, Kayo has reduced their monthly subscription cost to accommodate for less A-level sporting content available to stream.

Whilst streaming services such as Netflix and Stan, as well as Kayo are clearly going to be making significant revenue from self-isolation and quarantine regulations (i.e. boredom), keeping existing customers happy and on board is also vital for them. Taking measures to satisfy loyal users earns respect and does not incite panic or debate. Just like the bushfires, taking swift and decisive action is what the public needs to hear.

Kayo’s SMS response sent to subscribers.

Woolworth’s Twitter statement regarding shopping hours for disadvantaged shoppers.

Woolworths and Coles have been very communicative about the progressing issues facing daily shopping habits, with both supermarket chains dedicating specific time for elderly and disabled customers who may need extra help heading in to do their shopping. As of Monday 16th March, Woolworths has halted online ordering.

ClassPass, a service that offers various fitness classes, has provided in-app updates upon opening to give customers the option to suspend their memberships temporarily if they are hesitant to attend gyms and group classes. There are also digital workouts available so that home-bound users can benefit from exercise even in self-isolation. This was seen in Italy too, with public health initiatives being introduced to combat quarantine restrictions.

LinkedIn Learning is now free for users while working at home.

A note from Glossier CEO, Emily Weiss.

Brick and mortar stores are shutting down for the next month at least, with posts from American-based Glossier and Reformation detailing the whens and whys of their operation shut downs. This also includes revealing whether staff are being given paid time off or not, and providing alternatives for customers online.

Additionally, LinkedIn has made its paid LinkedIn Learning service free so that those working from home can access online courses freely and continue to gather skills out of the office.

ClassPass’ app homepage with updates on membership precautions.

The Reformation’s Instagram statement regarding stores.

Times like these are also great for community building by brands and companies to become and escape for their followers, and in some cases, an informative platform to head to for news and updates.

When compared to the bushfire crisis, we have seen a lot more positive action in marketing during our time dealing with a crisis now. In the short time since companies had to provide public statements regarding donating to charities, they’ve had to formulate statements showing that they’re making life easier and less stressful for all involved.

The quick problem solving and rules that can be enforced as etiquette are super important at a time like this. It may not need to be overtly positive, but it should be direct and helpful. No doubt we will see more of it in the days, weeks and (hopefully not) months to come.