Merriam-Webster annually announces the word of the year, along with other new additions to our everyday language. In November as logophiles (aka word nerds) awaited the new list, it was no surprise to learn that the 2020 word of the year was “pandemic”. As our world changed in 2020, conversations incorporated our “new normal”, introducing a new set of common phrases, which quickly influenced marketing messaging across all mediums.
As marketing and PR professionals, we live and breathe words, dissecting what we say and how we say it when we craft social media posts, draft marketing copy, write PR pitches, construct press announcements, or compose blogs. The words we choose tell a target audience who we are and what we represent. Words become a reflection of a brand.
New words to live by
With the New Year now underway, our “new normal” continues to evolve, and we move forward ready to adapt marketing messaging in response. 2020 was the year that made “social distancing”, “Covid-friendly”, and “WFH” (work from home) a part of our daily vocabulary. And social media, advertising copy and content messaging took on a new tone.
Here are a few of the most popular phrases and some of the creative ways companies around the globe have incorporated new messaging:
Social Distancing
The contradictory term has certainly become one of our most popular new phrases. As we’ve all come to know, it means putting physical distance (preferably a minimum of 6 ft.) between yourself and others when gathering. For businesses catering directly to consumers – retail, restaurant, etc. – signage and marketing messages serve as reminders. McDonald’s Corporation, Audi and Volkswagen all released graphic twists on this new concept with their iconic logos, while Nike – the brand built on, “just do it” – shared an inspiring message.
Covid-friendly
“Covid-friendly” signifies that an activity is safe and adheres to social distancing precautions. While “normal” activities such as going to the gym, meeting a friend for dinner, or going to the theater was not a viable option for everyone. Two big winners in 2020 were Pelaton and Zoom. These services and brands saw a surge in customer awareness and engagement. Others survived by quickly adapting – adding Covid-friendly services or options to keep consumers engaged.
The restaurant industry ramped up with online ordering, curbside pick-up, delivery, and grocery options. Marketing campaigns pivoted to highlight takeout and showcase shop local messages. Fox Restaurant Concepts, an industry leader, recently made a bold move – launching two new Covid-friendly concepts – Fly Bye and a digital only Flower Child.
WFH
“WFH,” the acronym for Work-From-Home, became standard lingo, as throngs of employees transitioned to working remotely. While many offices were left vacant or with skeleton crews, companies that embrace corporate culture and traditionally hold face-to-face meetings were forced to pivot to get the job done.
We saw a rise in videoconferencing applications such as Zoom and Teams for business meetings, medical appointments, and YouTube, Facebook Live and Instagram became a go-to source for fitness. The growing WFH lifestyle also spurred marketing campaigns for home office furnishings and home improvement projects, along with other products and services that cater to a new way of life.
Mask Up
As scientific experts preach the importance of wearing a mask to prevent the spread of coronavirus, everyone from medical suppliers to fashion brands introduced new product lines, and businesses across multiple industries began to encourage and require customers wear protective face coverings for public safety and the safety of employees.
Many brands launched social media campaigns to encourage and educate consumers. Sponsored ads and PSA messages on Facebook and Instagram, serve as reminders to wear a mask:
Marketing Messaging to Meet the Moment
Business can thrive when they are able to recognize an opportunity and adapt to meet customer needs and wants. But companies and business owners also need to communicate and connect with customers delivering the right marketing message.
If your company needs help creating a clear marketing message, contact us and let’s talk.