Is there a role for advertising and promotional messaging during a pandemic? What does a marketing plan look like when you don’t want to encourage more trips to the co-op?

Marketers are faced with some seriously challenging questions right now.

Most co-op communications so far in spring 2020 have been focused on new store hours, new guidelines for shopping and detailing safety measures. There hasn’t been much time for advertising.

Now that the panic buying is subsiding, though, many co-ops are seeing sales declines from the previous year. With record-high unemployment and strict social distancing in place, it’s reasonable to expect sales to be lower than last year for quite a while. In other words, advertising is going to be required to keep the co-op thriving. But we can’t simply repeat strategies from the usual playbook.

Typically, ad content is based on products and prices, but we may not be able to guarantee supply for specific items. In longer-lead ad vehicles, it may be more appropriate to focus on general brand-building content around “community,” as well as general programs related to savings (such as Co+op Basics). Customers need to know, now more than ever, that the co-op offers great value. For vehicles with shorter lead-times, it is important to continue to promote specific items for which you know you have a good supply.

The usual “call to action” language should focus on making the co-op the one stop for customers’ one weekly shopping trip, rather than encouraging frequent or impulse visits. While we often aim to entice new shoppers to the co-op, now may be a better time to focus on building basket size and attaining loyalty from existing shoppers and owners.

There are plenty of coronavirus-related missteps to avoid, as well. All messaging and photography should be reviewed for things that are now taboo, such as salad/hot bar images, depictions of dinner parties or even handshakes with farmers.

There’s still plenty to promote, though. The “formula” for content right now can be a mix of:

• Food solutions and inspiration (pantry cooking, substitutions, new recipes, comfort foods, budget cooking, special meals for at-home celebrations, best movie snacks, special treats for pets, etc.)
• Appreciations for staff, customers and other key stakeholders (farmers, delivery drivers, health care workers, etc.)
• Solutions for activities, wellness and outdoor fun that can be limited to a single family/household (no need to create something new — there’s plenty of content online!)
• Ways in which you are supporting the community (this could be as simple as reminding people about your donations programs, special hours for seniors, or just that fact that you are a community-owned business)
• Suggestions for how customers can join you in supporting the community, if they are able to do so (donating to food banks, volunteering to shop for seniors/vulnerable customers, etc.).

As time goes on, you can integrate more and more food-focused content into your advertising and adapt to new shopping and eating habits as they emerge.

If you need a little inspiration, Hy-Vee is a great example of a grocer continuing to actively promote their stores via social media and online ads without seeming insensitive. Our competition certainly isn’t cutting their advertising right now.

Keep in mind that not all co-op staff may understand the goals of advertising and the importance of reminding shoppers about the co-op. Co-ops will need strong internal messaging to staff about why advertising is still necessary. Our community needs us and needs to know we are here.