Our Head of PR & Coms, Caroline Hoffmann, was recently quoted in Databird Business Journal article ‘Marketing during COVID-19: What’s the right strategy?’.
She said: “The coronavirus has definitely disturbed the economic climate and businesses better adapt the way they communicate to their audience.
The first thing they should do is to stop advertising their product or service the same way as they’ll come across as insensitive and selfish.
In this situation, I recommend a marketing strategy that includes 3 steps: acknowledging the situation, educate, and spread positive vibes.
Even though these exceptional circumstances might lead to some economic distress, businesses should acknowledge the crisis and show compassion. Show your audience that you care about what is going on and that you’re ready to help any way you can. Although, depending on your service or product, you might not be able to maintain any activity, showing your followers that you care will only make your brand more likeable.
Businesses should also educate their audience on ways they might be able to help businesses and others.
For businesses like restaurants, a way to help might be ordering deliveries. For other businesses who have no way to maintain any kind of activity, they should share about ways people can donate to relevant charities or how they can save lives like staying at home if possible. Take this opportunity to position yourself as a leader and give advice people will share and follow.
Businesses should definitely share positive vibes while staying respectful, as this is a very serious crisis that people have died from. You must find the right balance and share some good news and positivity. People won’t remember what you said but they will remember how you made them feel. Making your followers laugh, smile, or just feel good will also help your brand image.”
Read the full article here.
Categories
MarketOrders quoted on marketing strategy during Covid-19 crisis
