Crisis Marketing: Things Your Brand Should Consider
Everything’s changing quickly. As I write this, the United States tops the world in COVID-19 cases. We’re all watching the world grind to a halt. It’s an unprecedented time, and a lot of people feel uncertain, to say the absolute least.
Marketers can’t keep going about business as usual. Messaging must pivot right now to reflect this sensitive season. But as almost all industries already feel the strain of the economic downturn (much be nice, streaming services and virtual platforms), it’s not a time to stop marketing. Businesses need ways to maintain their revenue streams now more than ever.
But that leaves marketers in a tricky spot.
While it’s critical to keep your company’s pipeline alive, you also need to carefully position your marketing efforts in light of global events. To help, here are my top 3 crisis marketing tips.
Consider when to speak — and what to talk about
In the immediate wake of the coronavirus outbreak, a lot of brands felt they needed to say something. I get it. It’s a very uncertain time and it’s not pleasant to sit twiddling your thumbs as a storm brews. But the result was individual inboxes clogged with messages from well-meaning brands that did nothing more than remind them that 1. The outbreak is happening and 2. The brand is “here for them,” whatever that means.
If you feel compelled to speak, think first about both what you want to say and, more importantly, what your audience needs to hear. If you’re a credit card company, a lot of people would probably be thrilled to receive an email from you explaining their options for deferring payments if they experience financial hardship. But a general well-wishing email not only doesn’t immediately help your consumers, but it might also flat-out annoy them. In a time where people need actual useful information and actionable help, messages that are simply nice can miss the mark.
Dig in locally
Community matters, especially when everyone feels vulnerable and uncertain. Look at how your brand is positioned to serve the community or communities where you sell. Give to local food banks. Host digital happy hours for community leaders to brainstorm ways to protect exposed populations. Give out toilet paper.
Empower your employees to make a difference for the people around them and you help strengthen your team while building brand loyalty that will serve you in the future. Plus, you get to do some good in a time when we all need it.
Use the slowdown to prep for future success
Odds are high at least part of your marketing team — or maybe your own desk — is slowing down. With trade shows canceled, for example, event marketing teams have resources freed up right now. Make the most of the downtime to finally work on those projects you’ve been thinking about forever. If you’ve always thought about search engine optimizing your website, work on it now. If you’ve wanted to learn more about a certain functionality of one of your marketing technology solutions, play around in the software. If you want to figure out how to optimize your pay-per-click (PPC) campaigns for greater ROI, sign up for an online class on the subject.
Marketing has been moving at a breakneck pace for as long as most of us can remember. This upcoming season could be just the opportunity you’ve needed to catch your breath and catch up on to-dos.
There’s no way around it. We’re in a crisis right now. The world needs thoughtfulness and sensitivity in all areas, including marketing efforts. And who knows? The deft way you handle your crisis marketing could be a total game-changer for your brand.
And, just in case you need any help with emergency messaging, don’t forget that I’m here.