What should you be doing with regards to your marketing during this time? Do you sit back and carry on with your planned strategy? Or should you stop everything and wait until things are back to normal?
In a nutshell, it’s important to remain visible in the right way. This situation is a moving feast and all marketing interactions should be considered with the facts you’ve got to hand at the time and wider implications in mind. The way you market yourself at this time will depend on your organisation and the type of product/service you offer – there is no one-size-fits-all approach. We’ve already supported several clients with their marketing strategy over the past few days – here are our top tips at this time:
1. Pause any pre-scheduled promotions, campaigns or pre-written posts. Check they are still appropriate and will not cause any negative impact. Tweak and update where necessary.
2. Communicate with your clients/customers about how they can access your products and services, how you can help them, and what you are doing in your business during this time. When it comes to marketing, the saying ‘out of sight out of mind’ rimgs true, so you’ll need to remind and reinforce.
3. This is the time to use your digital channels: keep your website updated, post on social media, send communication to your email database. Use video to maintain a personal connection.
4. Think twice; pause, reflect and carefully consider the impact of what you are saying before you say it. Humour may not be appropriate. Don’t play on people’s fear. Don’t take advantage. There’s a fine line, and if you have any doubts don’t go there. Seek advice.
5. Don’t overwhelm people with constant updates – this then becomes noise. Strategy means knowing when to stay silent just as much as it means knowing when to say something.
6. Ensure all staff members are on the same page with regards to your messaging.
7. Maintain a professional image but show that you care. Everyone is affected, but some people will be affected more than others.
People will remember how you handle your marketing and communications during this time, more so if it is handled poorly. The risk of a negative brand association is far greater than the upside of a positive brand association.
When there is more certainty around this situation, it will be more important than ever to re-evaluate your marketing and develop a strong, visible strategy.
If you’d like a hand with any aspect of your marketing and communications, please don’t hesitate to get in touch. The Creative team is set up to work remotely at a moment’s notice and we’re here to help.
021 423 189