The 5 Cs Of Coronavirus Marketing


In early 2020 the world as a we knew it changed due to the global pandemic that is COVID-19. Schools and offices shut down and travel came to an abrupt halt as many hunkered down. As days turned into weeks and weeks turned into months, it was clear that the pandemic was not going to become short lived. So now marketers are having to shift to Coronavirus Marketing.

As time has gone on naturally what’s important to people has changed. Customers are no longer looking for something new to wear for their next vacation, but now trying to find something to wear to the couch! With the shifts that COVID-19 has brought into all of our lives, it’s important that we as marketers pivot as well.

In this article, I’ll give you my 5 Cs of Coronavirus Marketing for 2021. By approaching your marketing content and products with these in mind, you’ll be able to connect with customers in ways that appeal directly to their needs and wants during these times.

5 Cs Of Coronavirus (COVID-19) Content Marketing in 2021

  1. Comfort. I don’t know about you, but while quarantining at home the LAST thing I want to be is uncomfortable. As shown by the growth in sales for products like Crocs, it’s clear I’m not the only one. Customers are finding comfort to be more important than ever before. Consumers are interested in products that make quarantining stress free. Even if your product doesn’t provide direct comfort, helping customers relate your product to comfort is a win-win!
  2. Cleanliness. Keeping clean is the name of the game during a global pandemic. Everyone wants/needs to prioritize being cleaner than usual to avoid being infected with the virus. Because of this focus on cleanliness, customers are buying products that are easy to clean and also help keep then protected from germs.
  3. Compassion. Getting through something as big as a pandemic is certainly a cause for coming together and showing others kindness and support. This is why ads and marketing content that focus on compassion and helping others will certainly resonate with customers in 2021.  
  4. Contactless. Companies like Amazon and some grocery retailers are winning big because of how they’ve been able to adapt to the changing world. Customers during this time are looking brands that are making it easier to shop without the risk to their health. Services like delivery and pick up in-store will continue to be the default expectation for customers in 2021. If you don’t already have a way for customers to buy from you without having to engage directly, I highly recommend you do for 2021.
  5. Community. Now more than ever people are looking for new ways to connect. Zoom and Microsoft Teams have seen a surge in users as they’ve become a source of connection for people. Hosting small online gatherings is a great way to create community around your brand. Another way to bring community to life in marketing can include images of small gatherings.
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