By Lily VinCola
Being in the midst of a pandemic, many people, including myself, have had to get creative as they adjusted their new lives to fit into these changing times. I have realized through this class that while many problems will be thrown at me that I won't be able to control, I can control how to handle them. Throughout quarantine and even now, adjusting my life to COVID has allowed me to use my time for working and creating. Being able to use this time to create art has not only helped me resolve my issues of boredom, but has also replaced my work in restaurants. Using my art as a form of income has allowed me to do something I love full time and is perfect for people looking to purchase new decor. Knowing your audience and catering to them is key in succeeding, I looked at the problem of people wanting to redecorate their spaces over these past few months, as they are spending more time than ever in them. Once I found the issue I came up with a faster way to create my art that was more efficient for the big orders coming in. Incorporating free shipping and even selling masks has been beneficial for customers taking safety precautions during this time. As a business it is crucial to analyze your customers needs and cater to them accordingly.
Businesses have had to change their ways of advertising to fit the needs of the customers as it can be difficult to sell and cater to an audience being quarantined in their house.Creative leaders in these companies took a different approach to marketing and advertising to their customers by reading the room and knowing how to adjust their work through these issues.Companies like Publix have used empathy as a way to connect with customers. Primus Nair, the head of creative of Lego “Consumers are not looking for you to be clever, but there is a conversation that needs to be had.” It is crucial that customers feel important instead of a number for profit. When businesses advertise that they are here for their customers makes them seem genuine instead of trying to sell products during a global pandemic. This example reminded me of convergent vs divergent thinking. These companies worked on quality of ads instead of quantity, and focused on how they would make their audience feel. This pandemic was last minute and no one had planned for it, the need for producers to adjust to this new normal required creative problem solving. Looking to thrive in the economy, businesses had to make cuts while keeping sales high in a time where no one is making purchases. Some solutions many producers benefitted from are zoom interactions instead of face to face meetings, doing contact free delivery, using virtual menus for a germ free dining experience.
Sumeli Chatterjee, vice president of The Times of India said, “We always look at creativity being a marketing function, or a function on the side, which is tapped into when there's a problem. But, I think this is the first time that marketing has become a true business function. I literally is like the binding factor that puts everybody together in the room and says, ‘there is a problem, and we have to solve it together’.. The whole definition of the marketing function and what marketing does in the organization that has become crystal clear right now.” Creativity is a key factor in resurrecting companies that have suffered from COVID.The way these businesses handled marketing during this time relates to how we navigate through problems ourselves. At the beginning of the semester I often resolved to the first idea in my head when navigating through my daily obstacles. Since taking this class I have realized there is a better way to solve any issues or come up with the best idea possible. I have used the SCAMPER method when
designing my logos for businesses and for my personal art. I have noticed that my thoughts flow more clearly now that I have a plan to follow as I brainstorm.
We should be using this time of uncertainty as a way to grow and create things we
usually wouldn't have before. Connecting with others in a safe manner not only will give us a
feeling of comfort in isolating times but will also allow us to learn from each other and gain
knowledge from others. Even when brainstorming, having a diverse group of individuals to come up with ideas will result in solutions that would have never come up if you worked alone. Taking this time during COVID to expand on our thoughts and network with others will aid in personal projects, business growth, and our creative mindset.
Long, Danielle. “Can Creativity Help Businesses Recover from the Covid-19 Pandemic?”
The Drum, The Drum, 25 Aug. 2020,