It’s May 2020 and we’re in the middle of the COVID-19 Pandemic.
Nearly the entire civilized world has had some sort of Shelter-In-Place ordered by our respective governments. Our entire lives have been changed, in some ways, forever. In some ways, the changes are just temporary.
We’ve learned a few things that would apply to marketing in any crisis situation.
Do…
Do communicate with your customers, vendors, bankers, partners, employees and everyone you know!
- Acknowledge the situation, expect the worst and send hope for the best.
Example: Email reads “I know this is a difficult time for so many people. I hope this message finds you and all those you love healthy and well. If not, please let us know what we can do to serve your specific needs.”
- Share how the crisis may affect your current interactions.
Be as specific as possible, be as transparent as possible and be as clear as possible on any action items required by you or them. Offer additional ways to communicate more information as needed and provide easy ways to get questions answered.
Example from CPA Nesha Pai: Nesha immediately took to Facebook using her personal account. She gave continuous, detailed, accurate and frequent updates about the CARES Act, SBA loans, emergency assistance, payroll protection programs and anything/everything related to financial assistance from the government and other organizations. Changes were happening quickly and hard to keep up with. This CPA, Nesha Pai, also gave her opinions on risks associated and problems that are occurring, etc. She stayed on top of it through email and social media.
Examples from many businesses during COVID-19: Add a Crisis Update link from the home page of your website to an additional Crisis Update webpage where all current updates, information, links and communication channels are quickly and easily available.
- Tell the truth. Just the facts please. Do not spread misinformation.
“I am a firm believer in the people. If given the truth, they can be depended upon to meet any national crisis. The great point is to bring them the real facts.” Abraham Lincoln
- Explain what you’re doing to improve the situation overall – for the good of all – this may or may not affect the specific relationship of each recipient.
Example from a handmade fashion wholesaler Jennifer Cashel of Created Beautifully: We started making protective face masks and shipping them to those in need. Others found out and donated materials and resources to help.
We provided a free Pivot Strategy Brainstorming Session with Laura Greeno for any small business affected by the pandemic.
- Reassure your audience of your company’s stability and the fact they can count on you during this time.
There will be situations where this is not the case and you will need to inform them of instability, the possible effects that could arise and let them know how THEY can pull together to help YOU.
One of my favorite examples is of a local restaurant owner who took to Facebook and his community to ask for help so his employees can make a living and they can pull through this together as a neighborhood caring for each others’ needs – major promotion and continuous, frequent status updates about what they’re doing and working on next.
Matt Wohlfarth, the owner – and a friend of mine – was interviewed by Good Morning America showcasing some of the creative marketing tactics he did to try to make it through this pandemic.
Matt immediately took to Facebook from his personal account to ask the community for help. He wouldn’t be able to make it without their support.
Examples of some of his Facebook Posts:
We are OPEN – doing takeout – please order food! Matt use two huge, simple signs outside: support local – order takeout with their phone number.
We’re trying to figure out more delivery methods for you. The hosts are now delivery drivers. We set up four computer centers in dining room booths to handle delivery orders, customer needs and communications from DoorDash, UberEats and others.
Would it help if we tracked down hard-to-find items like toilet paper, sanitizer, etc. and offered them for sale like a grocery store? We said yes and he did it.
I am not going to give up. If you don’t want to see these kinds of promotions, then just unfollow me for the foreseeable future. I’m doing this for my employees and our community. I need your help to make this happen.
Thank you! You are coming through for us – we had #/$ takeout over the weekend (keep it coming and status update posts on social media)
We were able to hire back employee #33 – we have X to go. Big sign outside with employees pictures.
Let’s turn the parking lot into a Drive-in Movie Theater!
- Share resources and additional links to more detailed information.
- Communicate more than you think you need to. Frequent and regular status updates will be absolutely required for some situations.
Do work together with other businesses.
Make a larger impact on anything you do together.
Do check to see how other businesses like yours are handling the crisis.
Watch and learn from others.
“In a time of domestic crisis, men of goodwill and generosity should be able to unite regardless of party or politics.” John F. Kennedy
Do focus on giving.
Be generous and caring during a crisis.
Do pivot your offerings.
And pivot your prices when it makes sense to get your business through the crisis. Click here for a free brainstorming session with Laura Greeno to help your small business through COVID-19.
Do offer a positive outlook.
Be positive and share a forward thinking approach as you lead your business, your customers, your stakeholders and your employees through a difficult time.
Do the right thing.
And…
Do your best, always, every time!
“Crisis is what suppressed pain looks like; it always comes to the surface. It shakes you into reflection and healing.” Bryant McGill
Don’t…
Don’t ignore the crisis.
Acknowledge it immediately and assume the worst may be happening to your constituents. It’s very possible they are living through a nightmare right now.
Don’t forget to do a vibe check on any communications you send out.
Carefully review and get feedback on any “quick” responses you’re considering.
Don’t get annoyed by frequently asked questions and concerns.
Do provide easy access to FAQs with answers and other avenues to get questions answered.
Poor example from a salon owner:
“Didn’t you get my email?” After the client received an automated text reminder of her appointment scheduled, the client reached out to clarify if her scheduled appointment was happening or not.
The salon owner did not provide additional communication avenues or a central hub for FAQs for her clients: no website, no links to additional updated information as the situation changed day by day, and no recommended/preferred method for additional communication. This could be as simple as a Facebook Page or a single web page.
Don’t forget to pause and review any automation you have built into your marketing and operations.
Does this communication still make sense now, is the copy still okay, is the timing still good?
Same example as above: The salon owner decided not to adjust automated notifications to clients about upcoming appointments. This caused unnecessary confusion for her clients and extra work on her end to answer additional questions.
Don’t forget to pause and review any current advertising or promotions already published.
Don’t be greedy.
Don’t take advantage of a crisis to overcharge just because the crisis may have caused a greater demand and a lesser supply.
Don’t give up.
“Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.” – Calvin Coolidge
Final Thoughts
This is tough. This is hard. None of this is easy. But you can do it! Ask for the help you need. #bettertogether #covid19 #crisismarketing
Please share the companies you know who are doing a great job marketing during COVID-19 – put links to more examples of great crisis marketing in the comments. Thank you!
