5 Marketing Considerations During Tough Times
It Is What It Is.
Companies continue to adjust to our current new normal – being flexible with work-life integration, watching for updates, waiting for the pandemic to end and wondering about the future implications of the present times. While it’s unique that social distancing affects many people worldwide, it’s not the first time nations or business sectors have experienced trying times.
Even boutique agencies like H2M helped clients power through the housing market collapse in 2009, Hurricane Sandy in 2012 and other major events since. What we learned during those times applies as much today as it did back then.
1) Don’t “Hoard the Toilet Paper”
In other words, don’t overreact. As a consumer, how many emails did you receive from businesses talking about their COVID-19 response? Honestly, how many did you read? There’s a reason H2M waited to send this message. People and companies alike need to figure out their own situations before they’re willing to listen to anything else. Now that things are starting to calm down a bit, brands can start engaging.
2) Avoid the Pressure to Push Product
With the exception of restaurants telling customers how they can still “eat out,” businesses trying to push product feels a lot like ambulance chasing. Instead, ask how to help or offer how to help. For example, we applaud car companies offering to forgive payments due to a lost job. At the same time, we furrow our brows at other car companies offering six months of no payment on a new vehicle. Practice empathy.
3) Spend the Time Brushing Up on the Basics or Building Infrastructure
For H2M that means refreshing our brand, upgrading our materials, updating our portfolio and reworking our website. These are just some of the projects we’ve had on the back burner while we manage the hustle and bustle of everyday agency life. Think about the projects your organization has kept on hold.
4) Connect with Your Employees
Happy employees make arguably the best brand advocates. Imagine yourself and your organization looking back on what’s happening today. Did you boost morale? If layoffs needed to happen, were they gentle and did the rest of the organization feel safe or worry if they were next? Were you considerate of people trying to work with spouses and kids occupying the same space and sharing bandwidth? Treat the present as an opportunity to strengthen your culture.
5) Strive for Positive
Yes, COVID-19 is serious. We should acknowledge and respect there are those who will not make it out of this situation. At the same time, find and provide moments of light. The media likes to lead with doom and gloom, ignoring the number of those who recovered and the heroes who helped. Share the positive. Use your platforms to entertain and bring people together. Leverage the humanity of your brand to connect. Because we’re all in this together.
Whether it’s a communication plan for now, an updated brand book, a marketing strategy for the future or producing content that delights, H2M is here. How can we help?