News of the week:
On the evening of March 6, the Ministry of Health broadcast the news to confirm Vietnam’s 17th COVID-19 case and it was the first case in Hanoi. Some areas in the capital were immediately cordoned off to conduct inspections, prevent the spread of disease. With the emergence of more COVID-19 infections in the next 2 days (30 cases of March 8), COVID-19 disease prevention and control in Vietnam officially entered a new stage.
It can be seen that although the situation is complicated, now it is still under the control of the Ministry of Health, the prevention and control measures are implemented promptly and fully, we should not be too confused and must join hands with the state to fight COVID-19. Deputy Prime Minister Vu Duc Dam also believed that if the whole population agreed to fight against certain epidemics, we would win against Covid-19 like the Vietnamese people had won many times.
Marketing perspective:
COVID-19 can be considered as a media trend. Recently, it is hard for any keyword to surpass COVID on Social channels. The marketing units are sensitive, catching the trend quickly, pushing some related content on the media.
However, due to the seriousness of the epidemic this time, the creativity and variations are minimized, the most important thing is propagating the right information to readers to prevent the disease. Even, a creative unit like Durex Vietnam, they choose to be silent on this sensitive topic.
The COVID-19 epidemic has a fairly influence on the operations of businesses. However, with many large businesses, they always know how to differentiate with new ideas on marketing channels suitable for the time of the epidemic, and now, let’s find out what those channels are:
Digital Marketing
This is probably the only marketing channel that is even stronger at the time of the epidemic, when:
– People are limited in the streets, crowded places. So more time spent on internet devices is the opportunity for brands to convey their message and increase brand coverage.
– People are very interested in the COVID-19 news, and the fastest channel to update information is the Internet, even the official state information page about COVID-19 also publish every hour (instead of news programs on TV with a certain time frame). The number of active users has increased, making the internet an ideal location for advertisers.
Loudspeaker
This channel is still selected by many customers of Michia from the beginning of the year until now. Loudspeakers have the advantage that the system is densely covered in many cities and provinces across the country. Audio communication in the form of replay is imprinted in the minds of users, this method is hardly affected by the disease.
By choosing this form, brands can increase the attractiveness of the advertisement by catching trends to integrate propaganda contents, raising people’s awareness of epidemic prevention.
So what is the digital marketing strategy during the corona season for brands? Some brands started running ads with messages that caught the trend of the season and the special thing was that their single key numbers were still as usual. Besides, influencer marketing is also mentioned as a form of online advertising that brands cannot miss. Because of more time spent surfing the internet, brands focus on social networking.
VIP Led, Street Banner, VOV Traffic
These are all OOH channels. It certainly will be partly affected by the disease when people restrict travel. However, this effect is not too much, because except for students, the main customers are working people who still need to travel for work.
Especially with the VOV Traffic Consumer Experience series – Michia Communication’s exclusive strength channel, the impact is very little. Customers of the channel are those who have high incomes, will need to move a lot to go to work meet partners, which is difficult to limit or cancel.
And in this time of the epidemic, they are more inclined to travel by their own cars and need to listen to VOV regularly to update the situation of disease outbreaks. With these types of advertisements, creating multiple promotions to meet the needs of customers such as health promotion is essential for brands.
In summary, the coronavirus epidemic struck at a time when the domestic and foreign economies were in trouble, especially for tourism and agricultural products. But brands need to be proactive in every situation, including maintaining a communication strategy. It is a time for Vietnamese businesses to reassess themselves, find solutions to adapt to the crisis, improve products/services to meet consumer behavior, standardize and upgrade the process, review and improve the marketing strategy, have a backup plan so that when the disease is over, all resources are ready to launch the campaign.
Through the reviews from Michia Communication, we hope you have got an effective marketing plan in the COVID-19 season. Michia has always been with the business to overcome the COVID epidemic with the package of comprehensive communication consultancy services, digital advertising, VIP Led, Street Banner, VOV Traffic. Each type of advertising is suitable for each different category. If you are interested, please contact us directly.
