{"id":5960,"date":"2020-04-06T14:20:07","date_gmt":"2020-04-06T18:20:07","guid":{"rendered":"https:\/\/felicitypr.com\/?p=5960"},"modified":"2020-04-07T11:42:39","modified_gmt":"2020-04-07T15:42:39","slug":"marketing-well-during-covid-19-screen-side-chat","status":"publish","type":"post","link":"https:\/\/felicitypr.com\/marketing-well-during-covid-19-screen-side-chat\/","title":{"rendered":"6 must-dos for marketing well during COVID-19"},"content":{"rendered":"<p dir=\"ltr\"><img loading=\"lazy\" class=\"aligncenter wp-image-5984 size-medium\" src=\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/04\/Marketing-well-during-COVID-19-Screen-Side-Chat-Ad-300x300.jpg\" alt=\"Marketing well during COVID-19 Screen Side Chat Ad\" width=\"300\" height=\"300\" \/><\/p>\n<p dir=\"ltr\"><img loading=\"lazy\" class=\"wp-image-5965 size-medium aligncenter\" src=\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/04\/News-1-300x161.jpg\" alt=\"Amy Laski Screen side chat\" width=\"300\" height=\"161\" \/><\/p>\n<p dir=\"ltr\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 <img loading=\"lazy\" class=\"alignnone size-medium wp-image-5966\" src=\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/04\/News-2-300x178.jpg\" alt=\"Dave Trafford Screen-side chat\" width=\"300\" height=\"178\" \/>\u00a0 \u00a0 \u00a0 <img loading=\"lazy\" class=\"alignnone wp-image-5967\" src=\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/04\/News-3-300x182.jpg\" alt=\"Tod Kelly GM, Canada, KIND Snacks Screen side chat\" width=\"297\" height=\"178\" \/><\/p>\n<p dir=\"ltr\">\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<img loading=\"lazy\" class=\"alignnone wp-image-5968\" src=\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/04\/News-4-300x198.jpg\" alt=\"Taylor Kaye Screen side Chat\" width=\"285\" height=\"186\" \/>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0<img loading=\"lazy\" class=\"alignnone wp-image-5963\" src=\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/04\/Capture9-300x180.jpg\" alt=\"\" width=\"300\" height=\"179\" \/><\/p>\n<p>For wellbeing marketers, media and influencers, the COVID-19 situation brings many questions:<\/p>\n<ul>\n<li>What is appropriate to say and do as a brand at this sensitive time?<\/li>\n<li>How are media and influencers changing the way they\u2019re working?<\/li>\n<li>What role can my brand play?<\/li>\n<\/ul>\n<p>As the agency that helps wellbeing brands market well, on April 2, 2020, Felicity did what we do best: brought together the right people, asked them the right questions, to glean the latest insights that inform our actions.<\/p>\n<p>Our \u201csceen-side chat\u201d on \u201cMarketing well during COVID-19\u201d brought together wellbeing marketers, media and influencers, to learn from each other as we navigate this uncharted territory, together.<\/p>\n<p dir=\"ltr\">With strategist <a href=\"https:\/\/felicitypr.com\/our-team\/rob-manne\/\">Rob Manne<\/a> as our stellar moderator, we were joined by wellbeing marketers, media and influencers, including:<\/p>\n<ul>\n<li>Todd Kelly &#8211; GM, Canada, KIND Snacks<\/li>\n<\/ul>\n<p dir=\"ltr\" role=\"presentation\">Journalists\/Producers:<\/p>\n<ul dir=\"ltr\">\n<li role=\"presentation\"><a href=\"https:\/\/felicitypr.com\/our-team\/dave-trafford\/\">Dave Trafford<\/a><\/li>\n<li role=\"presentation\">Mike Bendixen<\/li>\n<li role=\"presentation\">Sean Mallen<\/li>\n<\/ul>\n<p dir=\"ltr\" role=\"presentation\">Influencers\/media personalities:<\/p>\n<ul dir=\"ltr\">\n<li role=\"presentation\">Taylor Kaye<\/li>\n<li role=\"presentation\">Erin Trafford<\/li>\n<\/ul>\n<p dir=\"ltr\">Here are 6 key takeaways for wellbeing brands to help you market well during COVID-19 (and always, for that matter):<\/p>\n<ol style=\"margin-left: 50px;\">\n<li><strong> Consider what\u2019s needed. Then BE what\u2019s needed:<\/strong> Don\u2019t overthink what your brand is going to do. Genuine ideas come about organically, and from true audience needs.<\/li>\n<li><strong> Be the painkiller not the vitamin:<\/strong> At a time like this, it\u2019s more critical than ever to address people\u2019s pain points first. Humour is certainly a salvation, and in fact can help address some of those pain points as well, if delivered appropriately.<\/li>\n<li><strong> It\u2019s hard to do virtual engagement well.<\/strong> At Felicity, we know this well! But now that the adoption of virtual working has been accelerated across sectors, each organization will have to figure out what works with them, their teams, and their audiences beyond their company\u2019s \u201cwalls.\u201d<\/li>\n<li><strong> Pick a lane, pick a niche, and go deep on it.<\/strong> Rather than generally supporting \u201cfront-line workers,\u201d be specific. Hone in on your target audience. Which people and stories, specifically, are critical to your audience? Create unique programs and messaging to focus on them. Use this time to develop or deepen your brand\u2019s connection to a specific community, and you\u2019ll have a whole new core of people who are dedicated to your brand.<\/li>\n<li><strong> Quality journalism needs support:<\/strong> News outlets are seeing a rise in audience numbers. But, as some brands \u201chave nothing to sell,\u201d or the ads they created before COVID-19 don\u2019t strike the right tone now, investment in advertising on these outlets is going down at the same time. What can brands do to support burgeoning news outlets, keep top-of-mind with their audiences, or perhaps even reinvest funds that had been earmarked for advertising that\u2019s no longer going to run? We\u2019ll be putting our heads together here at Felicity over the coming weeks. We welcome you to join the conversation!<\/li>\n<li><strong> There is nothing inherently wrong with doing something good and making money off of it.<\/strong> COVID-19 is impacting us all, and it\u2019s okay for brands to profit off this \u201ccrisis\u201d as long as the intent wasn\u2019t, \u201cHow do we make money from COVID?\u201d Mike Benedixen, Program Director at Bell Media for radio, including Newstalk 1010, told us that if brands want to do something newsworthy it can\u2019t just be to make the headlines (well-washing). But if it makes both business sense and societal sense, then you\u2019ve got a story. For example, <a href=\"https:\/\/torontosun.com\/news\/provincial\/waterloo-company-3d-printing-face-shields-for-health-care-workers?utm_source=FelicityPR&amp;utm_campaign=0a52358fe5-EMAIL_CAMPAIGN_2020_04_01_07_50&amp;utm_medium=email&amp;utm_term=0_f2450d73d2-0a52358fe5-413986581\">the 3D printing business that retooled to make \u201cthe Canadian shield\u201d face shields<\/a>. Or the <a href=\"https:\/\/www.kitchenertoday.com\/coronavirus-covid-19-local-news\/waterloo-brewer-making-hand-sanitizer-2195544?utm_source=FelicityPR&amp;utm_campaign=0a52358fe5-EMAIL_CAMPAIGN_2020_04_01_07_50&amp;utm_medium=email&amp;utm_term=0_f2450d73d2-0a52358fe5-413986581\">craft brewery<\/a> that started making sanitizer instead of suds. These are unique stories that make sense for the news, make money for the company and genuinely do good for society.<\/li>\n<\/ol>\n<p>If you weren\u2019t able to join live, but want to learn more, you can watch the entire screen-side chat <a href=\"https:\/\/zoom.us\/rec\/play\/7pd5I72tp2o3HdXBsgSDA_J7W9S1KP6s1ydK_6IFzUmyVCMHOlX3MLEXYbSrzCEREqYVIhZBPF8_ObAE?autoplay=true&amp;continueMode=true&amp;startTime=1585848769000\"><span style=\"font-weight: 400;\">here<\/span><\/a>. The password is \u201cstaywell\u201d.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 For wellbeing marketers, media and influencers, the COVID-19 situation brings many questions: What is appropriate to say and do as a brand at this sensitive time? How are media and influencers [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[2,196],"tags":[322],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 must-dos for marketing well during COVID-19 - Felicity PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/felicitypr.com\/marketing-well-during-covid-19-screen-side-chat\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 must-dos for marketing well during COVID-19 - Felicity PR\" \/>\n<meta property=\"og:description\" content=\"\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 For wellbeing marketers, media and influencers, the COVID-19 situation brings many questions: What is appropriate to say and do as a brand at this sensitive time? 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