The COVID-19 pandemic continues to wreak havoc on the planet as it infects more people by the day. As a result, marketing campaigns have been put on the back burner as industries take a hit while businesses close shop for good. While things may look bleak for the economy, the truth is businesses who still up have the responsibility to keep advertising.

It may seem counterintuitive at first to carry on with campaigns while the rest of the world panics. But done right, continuing with brand campaigns during COVID-19 may turn out to be a vital contribution to the public. Is there a smart and responsible way to promote your business during this time? Here are some tips:

1. Review the campaigns that you have lined up for the year. Decide which ones to pause because of inappropriate content. Consider which marketing themes you can adjust to be more relevant to the situation. You can change existing messages or create new ones to focus on support and unity and those that relay valuable information relating to COVID-19.
2. Examine your campaign materials. Watch out for the visuals and language they contain. Pictures of large crowds, being out on the town, or people being intimate with one another may not go down well with the public. Likewise, figurative copy such as “get close and personal,” “reach out and get in touch,” or “work hand in hand” need to be reconsidered.
3. Don’t exploit the situation. This goes without saying in any crisis. It’s inappropriate to focus on selling your brand while the world is wrapped in a climate of worry and fear. Responsible marketing is continued communication with your audience about the measures your business is taking. Your customers will appreciate store closures, policies, or updates with regards to COVID-19 at this time.

Advertising your business does not have to come to a halt as the pandemic continues. Just remember to abide by these guidelines so you can keep your brand relevant (and helpful) during these times.

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