What are the pros and cons of DIY makeshift marketing during the social distancing period?
American Idol ventured into a new format this season to cope with not being able to have a live audience show during the physical distancing measures of this COVID-19 pandemic. Instead, they visited each contestant at their home via video conferencing and had the judges participate in a Zoom-style panel. After all, the show must go on, right?
Most interestingly, during the broadcast there were also several commercials featuring 4-way split-screen video conferences that were clearly assembled without the typical high production values that we are accustomed to seeing on network television. Is it okay for companies to forego their professional partners and produce DIY media right now?
The Rise of Makeshift Marketing
For now, the answer is YES – provided you keep the messaging sales-neutral and only offer PSA information such as “Stay home!” or “Look at how we are participating in physical distancing at XYZ Company”. There is definitely an allowance right now for businesses to produce low-quality, low-cost video media and they should take advantage of that. The target audience can relate strongly to video conferencing right now and it creates a “we are all in this together” vibe that builds up your brand’s honesty and sense of community.
It should be noted that even if you cannot access professional production tools during the lockdown, you should still consult with a marketing professional before shooting a makeshift iPhone video that could seriously damage your brand image.
The Limits of Makeshift Marketing
Don’t use DIY production to try and sell your goods or services at this time. It will make people think you are rushing to take advantage of a new market opportunity and placing your profit line above your concern for the health and safety of everyone. Do not compromise the integrity of your brand for the sake of a cheap promo video. Work with an expert to create professional media without live actors.
For the same reasons, makeshift marketing will not be as acceptable to your audience once the social distancing restrictions are lifted and the economy gets back to business. We will see a shift in focus from public safety to economic security as the number of COVID-19 deaths becomes a shrinking statistic and the need for open commerce starts to take precedence. Messaging will also have to shift from “Let’s all be safe” to “Let’s rebuild our economy together” and it will need to look professional and polished.
Making DIY Work For You
Reflect on how COVID-19 is impacting your industry and what insight you can offer to your market. Record a Facebook Live video (or record a short message with your mobile phone if you want to have a few takes to get it right) and share it on social media. Ensure that you are adhering to physical distancing measures and connect with your audience to stay top-of-mind until the Game-On marketscape kicks off.
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