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ADJUSTING YOUR MARKETING MESSAGE DURING CRISIS

Your job as the leader of an organization is to continue moving things forward.  When hardship and crisis come, you have to make adjustments and focus on the ultimate goal, which is to build your sales pipeline.  Here are some recommendations that we believe work well during such times.

 

THINGS THAT WORK BEST DURING A CRISIS:

 

  1. Change your message – go back to the basics
  2. Focus on internal marketing – embrace your team and bring to life the things you’ve put on hold
  3. Build a connection – look for things that will build a connection with you audience and provide them with information they may need or even with a distraction
  4. Develop a crisis management plan
  5. Focus on digital marketing – things change by the hour and you should be able to do so as well
  6. Lead – do not slow down!

 

  1. CHANGE YOUR MESSAGE

 

  • Stay away from promotional offers, they come across as an intrusive and insensitive
  • Focus on communicating your value proposition and what makes your company amicable to your audience
  • Don’t over-estimate your audience – give them basic segment information
  • Train, educate and learn with your customers – perfect opportunity to slow down and see how you connect
  • Market with a purpose and focus on RESOURCEFUL MARKETING – this is your opportunity to become a THOUGHTLEADER

 

  1. FOCUS ON INTERNAL MARKETING

 

  • Communicate with your employees, constantly
  • Use this time to understand how well they know your business and what makes them an asset
  • Develop an internal crisis management plan
  • Train, educate and learn from your employees
  • Keep an open-door policy, they will need a LEADER

 

  1. BUILD A CONNECTION

 

  • Internally and externally – vulnerable times make for the best times to engage and interact
  • Inspire your audiences, give them what they’re looking, often times a distraction during crisis
  • Look for new ways to interact with your audience – make sure you stay top of mind
  • Showcase your work through non endemic ways
  • Use your network to leverage your message and opportunities – everyone is experiencing the same issues – focus on your product assortments and their benefits

 

  1. BUILD A CRISIS MANAGEMENT PLAN

 

  • Plans must include:
    • Internal Employee Announcements
    • Internal Office/Store/Showroom best practices, signage and communication
    • Customer communications (old, new and leads)
    • Web and social media messaging
    • Press release and or media captions on how your company is surpassing the crisis
  • Appoint a Crisis Management Team – other than you
  • Stay focused on the business, delegate and continue coaching
  • Stay vigilant and continue to lead

 

  1. FOCUS ON DIGITAL MARKETING

 

  • Social Media – continue communicating with your audiences through messages that are sensitive to the times but still add value. Do not show panic or tension, you are leading the discussion
  • Website – most important of all:
    • Ensure it’s a mobile friendly site
    • Ensure it is fully optimized for online searches
    • Make it easy for customers to contact you
    • Provide extensive information, use blogs, images, and as much content as you can
    • Ensure it’s on a fast, secured server – you lose customers after :03 of loading
  • Newsletters – communicate with your clients often, let them know you are around
  • Paid Advertising – costs will probably drop as people pull out their budgets, this is the time to engage
  • Content, content, content – that’s what it’s all about

 

  1. LEAD – DO NOT SLOW DOWN

 

  • Your competitors are probably losing steam – act now
  • Set an example for your employees, provide confidence and trust
  • Repurpose and focus, this is not the time to slow down
  • Things will turn back around, and you would have taken this time to build and emotional connection with your audiences
  • Remember during crisis, for the most part supply is not an issue, and competitors and buyers are still there
  • Optimize your time and efforts – ”Nothing says work efficiency like panic mode.” Don Roff

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