Years ago, an ominous cloud of terrorism hung over the heads of the world leaders. Hijacked passenger planes crashed into Twin Towers. Exactly 18 years later, Covid 19 has emerged to change the course of the world again. It has accelerated the meltdown of the global economy and significantly affected brands in many aspects.
During a crisis, we do not deal with an audience we usually market to. Everyone reacts differently to problems—some with fear, others with anger, etc. Massive job loss and surged recession changes the mindset of buyers. But you cannot afford your brand to end.
Therefore, marketers must know what is at stake and adapt accordingly.
Now, a question came to your mind. What should be done? Let’s dwell on an article to understand everything in detail.
Place Your Team KPIs on Hold
One of the first steps is to halt marketing activities to make a better strategy for dealing with crises.
Do Not Rush
At this stage, you do not need to adjust to your old goals. Pause all your preplanned activities and strategies, which you have been managing before the crisis hit.
Set Priorities
At least pause your social media and PPC campaigns and start gathering your employees to set your new priorities.
Market Communications
Now, at this stage, you need to keep your market communication well from all domains. Use articles, blogs, billboards for new market communication relevant to crises.
Inform About Crises
Brands need to respond during the crisis of what to be done. For instance, Coca-Cola has placed billboards with “Staying apart is the best way to stay united.”So you need to keep people informed; however, do not create panic. Beware! Do not use any tactic that let consumer think you are taking advantage.
Sell Benefits of Your Product
Sell benefits that how can your product solve problems of customers during the crisis. In B2B business, you should prioritise meeting unique challenges facing your clients for customer retention and brand reputation.
In B2C, Your description should include a manual on how a product is feasible for affected people.
Offer Special Deals to Customers
Every customer knows that you are marketing to sell your product. Do your best when it comes to market the product but do not force anyone.
If you are holding a sale or discount, do not talk about it. Try to show your empathy towards customers through your brand. During COVID 19, many people have lost their jobs. They may not be interested in what you are offering to them. PPC does not often work in such situations. Therefore, design a deal astutely.
For example, after 9/11, many stores offered discounts. Formula Fresh Superfood Bar had offered a deal with words, “In remembrance of 9/11, we will be doing a patriotic special drink!.”Similarly, Caffeine Supreme mentioned, “In commemoration of 9/11, we will be doing a patriotic special drink! 15%off Vanilla Blasts if you want it dyed red.”
Keep Being Positive But Not Ignorant
Reconsider all your brand mission, vision and pre-crisis strategy and match them with post-crisis plans. You should remain positive by giving the right message to both public and employees.
Promote optimism, hope and humanity.
Similarly, treat your employees with generosity. You can use the opportunity of quarantine to sneak into the internal culture of the company. You may also observe the life standard of your employees and can take necessary measures to improve them.
For instance, Deloitte has given a choice to its employees to work either remotely or in the physical environment. It is the best example of business reengineering for creating a positive image through marketing in the post-covid era.
Develop Crisis Exit Program
Always remember that crisis will not last for longer. Therefore, you are required to create a proper marketing strategy to exit from the situation.
Pause Your Activities
First of all, your need to pause all your marketing activities.
Devise Short Term Plans
Then, you can develop short term plans with your employees to continue your marketing campaigns. However, during crises, buying pattern changes. So you need to focus on the present, not the future.
Revisit Marketing Strategy
Re-read your entire marketing strategy once again. Do think of public sentiments before taking any final decision.
Devise Long Term Goals
Now, start adjusting to a new environment. When the situation stabilised, start making your long-term goals. These strategies should reflect the same goals as your pre-crisis strategy.
Before going into these tactics, be sure to:
- Preserve your brand goodwill;
- Have enough marketing resources;
- Have proactive planning, assessment and adjustment period.
You must have noticed that empathy while marketing through a crisis is essential at every step. Every business reacts to situations in different ways. But you need to create a full-proof plan before implementing your marketing strategies which should focus on relationship building, brand reputation, and customer retention.
