1. Failing to Communicate
It is well documented that buyers are more likely to shop with a brand that responds well in a crisis. Whether localised, national or global. This is your brand’s opportunity to shine. The worst thing a company can do is to effectively switch off their marketing now. Henry Ford famously said, “A man who stops advertising to save money is like a man who stops a clock to save time.” Advertising and awareness is a critical part of any successful business. Your audience is still there, and wants to know that you are still there for them also, even during a global pandemic and not just when you want to sell them something. Yes, your messaging will change but that doesn’t mean you have to simply ignore your loyal patrons. They will definitely remember who was there for them when businesses re-open their doors.
2. Adapting Your Marketing Strategy
We’ve all been impacted in some way or another with COVID-19. Shrewd business owners are shifting their pandemic marketing plans from sales to communication and education. This change of strategy strengthens the companies’ position as thought leaders in their industry and creates lasting bonds with its customers, both existing and new.
3. Chasing New Customers
Research over many years has proven that only 20% of business sales come from new customers yet a huge 80% comes from existing clientele. Therefore, it is imperative for any business to nurture their existing customer base. Any marketeer worth their salt will know that it costs a company 5 times more to sell a new customer than an existing one. So, to survive make sure that you look after and show appreciation to your present customers before running after new ones.
4. Inconsiderate Messaging
As emotions run higher during a pandemic than in normal times it’s important to ensure that your messaging is not going to be misunderstood as possible insensitivity to the crisis. Your messaging style needs to adapt to the situation and phrases like “go viral” or “deadly impressive” should be removed and a tone that is more akin to hope and recovery should be adopted.
5. Be Genuine
Quite rightly so, many brands are attempting to “give back” to their communities during these difficult times, however brand altruism can be terrible for your reputation if not delivered correctly. Whatever you do, don’t try to spread false kindness – this will be seen through in the blink of an eye. Instead, be abundantly clear and state how you wish to help. This time could serve as the perfect occasion to adopt a CSR (Corporate Social Responsibility) policy within your organisation. This would show the community that you are there for them to help whether in the midst of a pandemic or not.
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With over 20 years experience in fast-paced and often challenging marketing environments, Dan has established himself as a highly successful digital marketer specialising in social media marketing and brand engagement. He is a creative and ambitious individual having proven his ability to both develop and execute marketing strategies within the UK, Europe and the USA producing tangible results. Learn more