Throughout this blog series, together we will be covering the following topics below at a more in depth, including the tactics, marketing tools/software to use and the plans for you to deploy within your marketing campaigns during these unprecedented times ahead, we will cover:
- HowTo Communication with Empathy & Transparency
- HowTo Use Social Media in More Agile Ways
- HowTo Promote Positivity & Goodwill in Your Marketing
- HowTo Educate Customers on Service Changes
- HowTo Tell and Show Consumers How the Company’s Values Will Continue
- HowTo Innovate What Your Customers Value About Your Business
- HowTo Prepare for The Next and Tackling the Future
7. Preparing for The Next and Tackling the Future
As I write my research findings, it is the middle of April 2020, a time when we are in the acknowledgement and adaptation phase of the Covid-19 pandemic. While we are adapting to the present it is just as important to adapt life after the crisis and beyond.
When we are in the depth (the present) of a crisis, if possible we should demonstrate how our company is going “above and beyond” in all possible ways that point to a silver lining of the pandemic experience. Here we want to make it evident that our company is well-positioned to maintain its revised business model until things return to normal, sending a signal out stating that the company is weathering the storm.
What is also important here is that we highlight how our company has learnt from the pandemic experience, as well these learnings might improve the way our company operates after the pandemic ends. Begin by establishing a timeline for when you will re-evaluate the changes to your company’s operations.
Tackling life after a crisis, Janet Balis, principal with Ernst & Young, from her piece on Harvard business review, Janet states that; as we navigate what we know, marketing leaders must work externally to keep their brands and customer journeys as whole as possible, while working internally to do three things:
- Understand the impact of business interruption and continue to triage the unexpected.
- Lean into digital ways of working and connecting with customers, knowing that this will likely have lasting effects.
- Mitigate risks to the customer experience by thinking realistically from the outside-in.
Unquestionably, there is a forced acceleration of the digital transformation agenda as we recognize how quickly customers and employees have embraced digitally enabled journeys and experiences.
While all brands are having to rethink, operate and lead in new ways during unprecedented circumstances, we will come out the other side stronger from what we have learnt.
When in a time such as the COVID-19 pandemic crisis or an economic downtime, this is the perfect time to try and reach more of your consumers in a new way. If you or your company have been planning or wanting to create a new social media channel, launch a new marketing campaign, start a podcast or any new activity that will engage the company to innovating how they are reaching existing and new customers, then there’s never been a better time than today. This is the time, today’s world brings is fulfilled with tremendous possibilities of endless opportunities, you just have to innovate.
In the next section, we will go through how you can deploy and test new ways to reaching your consumers online. We will cover the best tools to use and how to use these tools to deliver your marketing message covered in the above sections.
8. Top 7 Ways to Deliver Your Brand Message During an Economic Downtime Or Crisis– click here to continue reading.