Send the right message
Many businesses are facing declining sales, and so are keen to attract new leads or customers, whilst at the same time understandably not wishing to appear as if they’re trying to profit from a crisis.
A recent report by GlobalWebIndex found that only 37% of consumers want brands to continue to advertise as normal. So, instead of the usual sales-driven marketing, consider what it is that your business can do to support your customers, and your communities. One business doing just this is Brewdog, who whilst facing a whopping 70% drop in their income, have come out to support the NHS and others in need, by producing free hand sanitiser. They’ve also opened up virtual bars so their customers can still get together to share a beer, while staying safe and observing social distancing rules.
Start by analysing your current marketing and messaging and reflect how it’ll be seen in the context of the current crisis. Consider every email, call, website update and social media post – is it relevant and in good taste? Do you come across as human and supportive, or could you be seen as being pushy and like you don’t care? If you use a service like Hootsuite to manage your social media, remember to check your scheduled posts, too. Something written a week ago may have been appropriate then, but if released this week could cause a serious PR issue.