Crisis Marketing Strategies
Posted on May 26, 2020
By Melissa Gurvitz
COVID-19 has had a significant impact on almost everyone you know and almost every business you know. So how does this affect marketing? The plan you had in January is pretty much irrelevant and now is the time to pivot and embrace the new world order. So, what is the new normal going to be? As we begin to re-open the economy it is important to see how the business community transitions. People are in a state of uncertainty and this has led to inertia in a lot of circumstances. Economically and socially we are afraid of what the future may hold, so from a marketing viewpoint, the marketing blueprint has to adapt accordingly.
One thing we do know is that things will be different, and we need to be ready to adapt to the changes that we are already starting to see. The worst thing you can do right now is nothing. Now is the time to be proactive! This is a time to become a thought leader, a center of knowledge, and a creative visionary. Positioning yourself for the future will determine how you come out of this traumatic point in time.
With every crisis comes change, and that change needs to be reflected in your business strategies. A new, viable approach needs to be taken that consists of three areas of improvement: embracing empathy in all that you do, thinking out of the box with creativity, and being agile in your ability to make quick changes.
A Sympathetic Approach
Now is the time to embrace basic human emotions. It is not a time to be flashy or super pushy when it comes to marketing your products or services. People are concerned about so many aspects of life including; their family, their jobs, and their old way of life, so it is of the utmost importance for you to not capitalize on people’s vulnerabilities. So, it is important to shift your brand message from consumerism to encouragement, optimism, and shining a spotlight on the unsung heroes. Don’t shy away from the problems at hand, however, approach it in a sensitive way and whatever you do, don’t make promises you can’t keep. Transparency is key to form a meaningful relationship with your clients and consumers.
Not only should you be empathetic to those you want to sell to, but you should also be philanthropic to those in need. Due to the current circumstances, there are so many people who need help including healthcare workers, food banks, and other charities. Aligning your brand with a good cause brings a positive image to your company as long as your efforts are honorable. This is a time to ask, “How can I help?”
Creativity is King
COVID-19 has forced us to change how we usually do things from a marketing standpoint, so what can we do? As marketers, we were born for this moment-in-time. We need to use our creative minds to adjust in order to reach our consumers. Marketing at its core is problem-solving and figuring out new ways to get a message out to a target audience. So, think about the changing times as a new problem to solve, and those who find new, creative ways to do so will prevail.
Meeting people where they are is vital and these days people are working from home and on social media more than ever. So now is the time to really go all-in on social media. Tactics like increasing your network and engaging are more important than ever. If you have a physical business that has been shut down due to regulations, figure out a new way to share what your company is about through social platforms. For example, if you are a gym, provide online workouts or tips through Instagram/Facebook live. Continue to provide content to keep people thinking about your business. A social media strategy should align with your brand’s values and make sure to do research to make sure you are not going to fall into unsuccessful habits.
Video is King: Embrace video marketing is essential as statistics prove more and more people are engaging with the video world. Over two-billion logged in users visit YouTube each month so it is an important market to capitalize on. If you are camera shy, start small and consider an interview-style approach with one of your favorite customers. If you reach out, I’m sure that they will be flattered and happy to oblige.
Reinvention is the Mother of Necessity
We are currently in a time when things are changing on a daily basis with new rules and regulations being implemented all the time. That means that how we approach each day is with a new, clear mind ready to take on the new challenges. Being agile and ready to adapt is crucial for businesses to survive. Adapt your strategies, technologies, and interactions in order to make yourself visible during this time. We need to change with the world, and those who do not reinvent themselves, won’t survive.
Look at your current business model. Are there aspects of your company that can be improved upon? If the answer is yes (which it should be because there is always room for improvement), then now is the perfect time to go back to the basics and make changes. For example, are there areas that can be enhanced by going digital? The digital world is here to stay, so embrace technology and become an expert in order to empower your business.
It is also perfect to implement those marketing strategies that you have been saying you would do if you only had an extra hour in the day. During this crisis, working from home has become the norm so the extra hour that you used to use for commuting or moving to meetings can be used to reassess your marketing plan.
Now is the time for you to decide what your company is going to look like when the economy reopens and takes proactive steps to get there. Analyze how your industry has been affected by the pandemic and make plans for how you want to move forward. Marketing doesn’t stop for a pandemic, so it is important that you plan for the now and the future.
Get your PHD (Professional Help and Development)
With more downtime, now is the time to learn a new marketing skillset that will benefit you and your business down the road. Align this new skillset with a new product or service that you can offer once we level off. Try to envision a future need that you can become an expert in and take advantage of all of the online resources to help you get there. A dentist I know of is taking the time to get all of his required credits as well as learning new aspects of infection control that will help reassure his patients of their safety when he reopens. Another close friend who owns a design agency is offering back-to-work branded face coverings as well as wayfinding signage packages to help large office buildings navigate the complexity of employee logistics when they re-open.
Here are some of our favorite tools to jump start your marketing:
Social Media Content Curation
SEO
Inbound Marketing
Analytics
Directories
Lead Generation Tools
Buyer Persona Tools
Security Tools
Content Creation Tools
Graphics Tools
Monitoring and Sharing Tools
News Filtering Tools
Project Management Tools
Marketing doesn’t stop for a crisis, so neither should you! Embrace the changes and get to work doing what you do best. This is a time for self and company improvement, so capitalize on all the free services available and make sure that your company will come out of this hard time on top.
Join Our Blog Community
@CSDesignworks
