With the spread of COVID-19, businesses large and small are faced with a new challenge: how to reach an audience of consumers that has changed. Changed the way they shop, changed the way they communicate, changed what they value etc. Even if it is only temporary, it is the uncertainty that is leading to some pretty strange gambles in promotion and marketing.
One glaring example of this comes to us from a Subway location in Calgary, where they decided to offer a buy 2 get one free strategy promotion, but with a twist, the get one free was a surgical mask.
When companies take these types of daring strides in marketing and advertising, there will always be some that make a part of us cringe.
What did Subway do Wrong?
From a marketing point of view, Subway had an interesting idea here. Struggling to keep their small business afloat, they used a simple supply and demand metric. The demand for masks to protect against the disease was high while the supply of masks in the market remained low. The franchise owner simply attempted to capitalize on the opportunity to bring more revenue into their business. What they failed to consider was how quickly the virus would spread and the dire need medical professionals would have for this equipment. Subway also made a huge mistake by trying to draw in the fear parents have about protecting their children. In doing so, they effectively put themselves in the middle of the already fear-fueled media ring. Very few companies find success using fear as a primary motivator to sell, it simply doesn’t work.
How could Subway have done this Differently?
We are not suggesting that Subway shy away from embracing COVID-19 as a part of their marketing campaign strategy. What we are saying is that they needed to be more innovative and look toward where the world will be, rather than where we are right now.
One way that Subway can embrace this would be through an I.O.U High-Five campaign. Buy 2 sandwiches at regular price and receive an I.O.U for a high-five when COVID-19 is no longer a risk within our communities. This is a humorous acknowledgment to the need for (and corporate responsibility toward) social distancing, but also a gentle nod to the fact that COVID-19 won’t last forever. Not to mention, we are all going to need a high five when this is over!
Talking to your audience about what is happening now will keep you relevant, however, talking to your audience about what the future holds is what will make you memorable and successful.
What are your thoughts on Subway’s risky choice? We’d love to hear from you. We can even plan an I.O.U Coffee Date.
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Article Written by:
Dean Horsfield
Founder of Little Bear in the Forest | Digital Marketing Agency
Connect With Dean on LinkedIn 
