Marketing Before, During and After Crisis
Once upon a time, there was this rarely used tactic in the PR and marketing world referred to as crisis management. “Crisis” sounded a little harsh for even the worst situations, so it was renamed “issues management.”
COVID-19 has definitely once again made the “crisis” label the more apt term. In the blink of an eye, business owners have been thrust into being crisis managers and marketing experts in one swift blow.
Here are some ways that may mitigate the consequences the novel virus has created for your business:
Do NOT eliminate your marketing
Your gut instinct may tell you that it’s safer to cut back or completely eliminate your marketing budget – especially when there’s so much uncertainty as to how long the crisis will last. But this is exactly the time to keep customers engaged and informed. In fact, long-term studies show that in times of crisis you should increase your marketing budget. The key, of course, is finding a balance between fiscal responsibility and maintaining a level of engagement among your customers.
Go to your customers
Not literally, of course. But be present where they are. Consumers currently are very susceptible to digital, online marketing. They’re spending more time on social media and the internet than ever before. They’re also extremely interested in supporting small, local businesses and feel a social responsibility to help keep their community’s businesses alive. So, they need to 1. Know you exist 2. Know that you’re still providing your products 3. Know that your products are accessible (via non-traditional means like online ordering, curbside pick-up, shipping).
Empathize with your customers
COVID-19 has changed customers’ behaviors, attitudes and preferences. Navigating the new norm and adapting to them will help small businesses come out of this on the right side. Understand your customers and give them what they need. One of the most obvious examples is makers who pre-virus made clothes or sewn accessories. To meet consumer demand and desire, most have switched to also offer masks. Use your talents to expand your offerings and provide customers exactly what they need and want.
Give until it hurts, and then give some more
Whether you’re donating products, services, time or simply giving social media shout-outs…give to other business and organizations, and acknowledge fellow community members and businesses. This is not a time to compete with businesses, but rather embrace opportunities to collaborate. This is also the time to pay it forward providing as much value to your customers and community as possible. Goodwill has incredible power to create long-term customer loyalty.
Be flexible – and stay that way
Even if a vaccination magically appears tomorrow, coronavirus has changed the way we do business forever. It may even be safe to say that you can throw away your business plan from six months ago. Because even if we could wave a magic wand and make it all go away, people aren’t the same, businesses aren’t the same… in fact, nothing is the same as it was before coronavirus. Businesses have to adapt to the constantly changing norms in order to survive.
The time to act is now. Businesses cannot let fear and uncertainty surrounding coronavirus create paralysis. You can’t put your business on hold and wait until this blows over… because even when it finally does… you’ll have to use a new business model. Better to adjust and adapt starting now to increase your chances of survival through and after this crisis.
The team at STA Marketplace will gladly help you navigate these times and determine the best solutions for your business. Feel free to contact us at info@stamarketplace.com or 904.671.5030 for a free assessment and help on surviving - and thriving - during these trying times.