For many business owners, a global health crisis isn’t the ideal environment in which to launch a new product or service. Nowhere in the marketing playbooks will you find best practices for this once-in-a-lifetime event. Yet new, meaningful ways to connect and engage with people are beginning to emerge.  

In all aspects of our lives we’ve settled into the new normal, but as marketers we’re preparing for the “next normal.”  

The latest research points to everything from new consumer behaviors and preferences to new modes of operation in newsrooms across the country. We can learn a lot from this early data and use it to guide our marketing efforts during this crisis—and beyond.  

These are just a few of the findings that stand out to us right now:  

• Not surprisingly, people are spending more time with mobile media—BUT… A closer look reveals this increase isn’t distributed evenly. According to eMarketer, mobile video and gaming saw the biggest boost, while digital audio stagnated as commuting time fell. In fact, in 2020, U.S. adults will spend 47 minutes a day with mobile video and 26 minutes a day with mobile games, increases of 5 and 3 minutes, respectively, from 2019.  

• Shopping behaviors have shifted, too. A new study by mobile app tracker App Annie found that 59 percent of U.S. adults now prefer to shop using their mobile phone. But concerns about counterfeit or poor-quality products sold online as a result of the pandemic are on the rise. Retailers that create a positive mobile -commerce shopping experience will likely see these gains continue beyond the pandemic.   

• Transparency and trust are top of mind. According to Forrester, 52 percent of U.S. online adults prefer to buy from companies that show how they are protecting customers against the threat of COVID-19. Frequent, open communication from leadership about steps taken to keep employees and customers safe will go a long way in nurturing trust. 

• The business of news is changing as well. Newsrooms are stretched even thinner and journalists have been redeployed to cover new topics. At Approach, we are hearing a resounding “I am so overwhelmed” from our journalist friends who are having a hard time keeping up with deadlines, much less having time to sift through the new pitches that are flooding their inboxes. Top magazines have consolidated issues and daily newspapers are furloughing staff for at least a month. 

So, how does this all translate to the work we do as marketers? Here are five ideas that rise to the top.  

1. Launch with a virtual media event. We all know the pain of suffering through a dull Zoom video meeting, and media are no exception. Luckily, it’s possible to make virtual events interactive and engaging. Food and beauty brands, for example, can ship products to media in advance and invite them to join a virtual makeup or cooking session led by a beauty influencer, chef or foodie. It’s a great way to forge relationships in the absence of big industry shows like Expo East and CES.  

2. Don’t undervalue the power of trade media. While a food brand might covet a great story on Delish to get consumers excited about a new product, or a professional services firm has its sights set on Forbes to boost executive visibility, trade media can play a powerful role for brands looking to grow distribution. Buyers read these publications, and often participate in their events—like conferences and award shows—creating lots of possible touchpoints for brands. 

3. Capture and promote customer reviews from the get go. Take advantage of more people shopping online while quelling any concerns about quality by sharing customer reviews on your site and product pages. You can automate the process with customer review software from companies like Bazaarvoice, PowerReviews and Trustpilot, among others. Added bonus: These programs run alongside email marketing software and social channels, creating lots of opportunities for customer engagement and sharing.  

4. Monitor search trends to optimize digital efforts. Knowing what people are searching for online—and how these interests change over time—can help you optimize paid search, digital and social ad campaigns. Let’s say you’re a fashion brand launching a new backpack for kids. Using Google Trends, you may want to follow what people are searching for as it relates to topics like “back to school” and “school supplies.” From here, you can see related topics and queries that can help inform everything from keywords and ad copy to calls to action and Pinterest board names.  

5. Be real with customers. Is a favorite product sold out? Are you experiencing shipping delays? Have you implemented new safety measures? With each hurdle the pandemic creates there’s an opportunity for businesses to respond with timely, transparent communication. Acknowledge the issue, set customer expectations, explain what happens next, and always thank customers for their support. Be sure to share this communication across all appropriate channels, such as an email to customers, on your website and on social channels.  

Getting ready to go to market with a new brand, product or service? We’re here to help. Approach us anytime at hello@approachmarketing.com. Or visit our Covid-19 Support center for additional resources.