Special Edition


“Any variation or format of a catalog or magazine is awesome right now while people have so much time and willingness to look through them.”


We will have binge-watched every TV series we’ve been wanting to see. We will be tired of quarantine memes. Digital will have gotten us through this crisis, and for that we will be eternally grateful, but when we come out of this, we’ll be asking our screens for some space, I think.” Will customers


be ready for catalogs and mail—anything tangible that seems more real than the digital counterparts they


have been feasting on for weeks? Witkowski believes so, and she urges marketers to be ready to feed the beast.


“Another period of adjustment will happen as the economy—offices, stores, theaters, restaurants—starts to reopen in waves,” she says. “And just as we have had to adjust to a more digital world over the last weeks, we will have to adjust to less of it in the future. But I think this will give direct mail a huge opportunity.” The recovery phases that have begun in China and other parts of the world that went through the COVID-19 crisis earliest


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seem to support Witkowski’s prediction that the world will re-open in stages. That leaves many marketers in an era of uncertainty as they attempt to get their businesses back online.


DIRECT MAIL AND TONE Is it better to wait until consumers are more confident buyers or continue with product awareness during times of uncertainty? What makes solving that dilemma so difficult is that there aren’t any historic models that compare to the COVID-19 crisis. “If you are a B2C company, you should


continue to send direct mail if you can but with the caveat that anything you planned to send over the next six months should be reviewed for sensitivity, remembering the context of the moment,“ Witkowski says. “Any variation or format of a catalog or magazine is awesome right now while people have so much time and willingness to look through them.” Review your images, copy, and headlines and identify anything that could possibly be interpreted as insensitive in the current climate. If you are selling products or services that are essential, helpful, and useful, it’s likely safe to proceed. If you’re struggling with whether to invest marketing dollars in direct mail now versus later, remember that purchase behaviors in the current climate are largely dependent on the product category. For example, luxury goods are not in high demand now as uncertainty reigns and consumers tighten the belt. In this case, if you have mailing lists with demographic data, you may design different messaging for different demographics with the goal to keep your brand in front of them, even if only to remind them that you are there when they are ready. As always, tone is the great equalizer


in delivering a message that drives action without seeming out of touch with the times, and it will be critical for the next 3–12 months as companies try to re-engage with consumers as life resumes. Witkowski believes that the crisis has been humbling for everyone and that honesty, empathy, and transparency will rule the day.


She points out that fear, greed, guilt, anger, exclusivity, salvation, and flattery are long- established and proven emotional copy drivers in marketing, but certain emotions have been elevated across the population in this new and different environment. That is especially true of the negative ones: fear, guilt, and anger. “I think as marketers, we need to be careful with those strategies. If you leverage fear, for example, consumers may panic-buy your product, but is that really a win? Emotion is a powerful marketing tool—don’t abuse it,” Witkowski says. “Whether you are in higher- ed, an association, or a corporation, you will continue to be challenged to explain what has and has not changed for your audience and stakeholders, and why it is still a good idea to contribute, subscribe, attend events, or come visit your campus.”


LOOKING FORWARD TO FUTURE NORMALCY If B2B is your world, the decision gets a bit more daunting, and it starts with the basics. Are your direct mail targets even at their office? “The reality is, people are still doing their best to conduct business from wherever they sit. And you sitting back and waiting is not an option. Everyone needs to have the mindset that there are lots of companies that are taking this time to reinvent themselves


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