Coronavirus, Mitigation & Recovery for Brands

The health and well-being of people is our number one priority during this time. Fortunately, there are many resources you can reference about public health. The purpose of this document, however, is focused on identifying and mitigating COVID-19’s impact on marketers.  

Newly implemented policies have forced much of the country’s population to hunker down in self-isolation and caused a great deal of disruption in people’s daily lives. For marketers, the revenue impact of social distancing, and the uncertainty around how long it will last, are major challenges in trying to chart a path forward. And, regardless of the short-term impact of social distancing, the shock to the system from the virus will have long-lasting effects on consumer behavior and how brands effectively connect with people.

To paraphrase Charles Darwin, it is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change. So, to survive COVID-19’s peak, and thrive post-pandemic, brands must stay tuned-in to shifts in the environment, and in the values, motivations, and actions of their customers, continuously evolving their approach to marketing.

Leveraging access to our paid research toolsets and other reputable sources, Red Door has compiled a series of recommendations for you to consider in your contingency planning for brand actions, branding, omni-channel, marketing mix, events, and preparing for the “new normal.” Please note that the situation is rapidly evolving, so we’ll update this document as major changes take place. New additions are placed at the top of each section. Out-dated content that is no longer relevant is removed.

Included in this document:

• Possible COVID-19 scenarios and shifting consumer behaviors

• Ideas for meaningful Brand Action

• Suggestions regarding brand messaging

• Considerations for omni-channel commerce

• Adjustments to influencer programs, loyalty & customer service, livestreaming, social media, advertising and general marketing mix  

• Recommendations for shifting in-person events to virtual events

• The long-term implications of COVID-19 on the marketing landscape

• Creative & Brand Strategy