Regardless of how your business has been impacted by current events, your customers are grappling with what’s happening, so your role in their lives will need to be adjusted.
With the global spread of COVID-19, we’re now in a recession and no one really knows how long this will last. We are undoubtedly experiencing some uncertain and even frightening times that have left many marketers struggling to adapt to a new normal that can change by the day or even by the hour.
There will be some changes to all the disruptions, regardless of how your company has been affected by the current events. There’s no doubt your customers are grappling with what’s going on, so you’re going to have to adjust your role in their lives.
Here are some thoughts on how to make the most of where we are right now:
Thoughts for all brands
- In the short term, be agile, while keeping the longer-term strategy alive. For now, you may have to abandon certain campaigns or change messages and offers, but because we don’t know how long this situation will last, we need to be prepared to pivot back to our long-term strategy right away.
In just a couple of months, it could go back to something closer to normal as quickly as this happened. Be prepared for the switch to return to what you originally planned.
- Socialize internally, what you are doing at a regular rate. Be sure to share what the new plans are and how your marketing is performing, because a lot of your marketing is changing. In the coming weeks, marketing will be particularly scrutinised, so be transparent and share what you are doing to get to the occasion.
- Check your communication and messaging streams. Ensure that your existing platforms of communication and messaging are still relevant and comply with the current context. Corporate messaging may need to change temporarily over a period of time, so it does not seem to be out of context and provides accurate data.
Thoughts for brands that have slowed
If you have lost a significant amount of business due to the current climate, I want to tell you first of all that during these challenging times, I empathise with you. It’s not easy here.
If your business has the cash flow to keep the company going and the employees intact, you can do several things to make the most of this time:
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Focus on projects. Just as you can use downtime to work on a home project in your personal life, you can do the same with the additional time you may have at work. Perhaps it’s time for a redesign of a website or a creative refresh.
- To make sure you can optimise once all cylinders are firing again, you may even need some tech stack updates. Do some new abilities have to be upgraded by the team? Once activities resume, marketing will need to work even harder, so use this time wisely to get everything in order.
- Stay connected, but do not over-communicate with your customers. If in the current situation, your core product or service is not as valuable, slow the cadence of communications considerably. Maybe now is the time to let that shine if you have editorial-like content, understanding that a lot of people are stuck at home and want to dream of a day that this will all be over.
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