Navigating the Pandemic’s Second Wave


Over the last few months, we’ve been discussing the global COVID-19 pandemic’s impact on your marketing efforts. We looked at short-term pivots, long-term brand exercises and even a deep dive into user experience. But today, we want to zoom out and address the question that’s on everybody’s minds: what about the second wave?

Rising case numbers across the country indicate that things will likely get worse before they get better. And although circumstances vary from business to business, here are three things we think every marketing team needs over the next few months.

1. Objectivity

The value of a third-party opinion is extraordinary during times of crisis. The pandemic has turned most annual strategies up on their heads, and it’s created a wide opportunity for new perspectives and fresh approaches.

In situations like this, we often see organizations become weighed down by external factors that they lose sight of their goals. That’s why we emphasize the importance of an agency partner. In addition to their skills in creative, web or technology, your agency will bring an outsider’s point of view and plenty of case studies about how others are handling the pandemic.

2. Adaptability

When we wrote about pivoting months ago, we knew it wasn’t going to be a one-time move. In fact, navigating the pandemic’s second wave could easily mean pivoting back to an earlier strategy.

Take restaurants, for example. In early weeks of the pandemic, many switched to a curbside-only business model, then slowly added options like delivery and dine-in over time. Now, as municipalities tighten restrictions on public gatherings, those same restaurants are reverting to curbside-only strategies. The phrase, “In these uncertain times” may be a cliche, but it’s not without purpose. Times are uncertain, and those willing to turn on a dime will be well-positioned for success.

3. Actionability

Finally, for as long as this pandemic rolls on, no organization can afford to stagnate. This is a time to act with clarity, consistency and focus. We’re pushing everyone to think ambitiously and take action toward a post-pandemic future.

That could mean repositioning your brand, exploring new strategies in video marketing or updating your website to accomodate for an increasingly online world. We must be ready to execute on short-term needs while planning long-term strategies. Simply put: we all have to keep moving.

Ready? We are.

We’ve spent the last few months coaching all of our clients to see beyond the pandemic’s obstacles and instead embrace its opportunities. And as we face the reality of these next few months, we continue to think about the future. Connect with us today and let’s talk about what it looks like for your business.