Product Marketing

How to align your marketing strategy during turmoil?

The first quarter of 2020 has been a tumultuous series of events. As we see world economies shutting down, an underlying sense of despair looms in the air. Our lives have changed overnight, our consumption patterns are mostly shock-driven, and in tandem, markets and economies grapple with this unexpected, unprecedented world crisis.

Over the last few weeks, most of us have received several communiqués from large and small corporations, stating their support to the community and humanity. Their messaging shows empathy and compassion, which is what people are looking for during these troubled times.

As a business owner or employee, have you been able to adapt your marketing strategy to face the crisis? Have you taken the necessary steps to communicate effectively with your customers? If not, we have outlined a simple three-step action plan to tackle the situation.

  1. Do more for the community.

At times like these, communities come together. This is a time to build trust. This is the time to think selflessly and do more for your community. It could be a small gesture like a commitment to help other businesses or a modest contribution (depending on your means) to a known cause.

We advise our clients to communicate with their communities and show support with different digital initiatives. Clear communication and on-point messaging should be in-line with your company’s mission to support and uplift the economy during tough times.

2. Listen to your customers.

With seismic disruptions in the economy, customers’ consumption patterns are erratic and skewed. There are fundamental shifts in societal beliefs and attitudes. This phenomenon could be short-lived or could persist in the long run.

Listening to your customers is more important than ever. It is crucial to know customer sentiment, their reactions, and the reasoning behind it. If you do not have a Voice of Customer (VoC) program set up, now is the time to do it and put it into motion. Our team is helping companies connect and build trust with their customers through proactive messaging and social media monitoring.

3. Plan for tomorrow, now. Not later

With the current doom and gloom situation, it is natural to sink into the operational issues and to offset existing business losses. However, resilience and agility should form the core of your organization. The post-Covid era will be here soon, and businesses must prepare for that scenario today. Companies should be making decisions with recovery in mind.

While this pandemic proves to be overwhelming on the personal and professional front, businesses should use this time as an opportunity to self-reflect, to base strategies on preparedness, agility, and resilience. This is the time to align, innovate, and create value for future consumption through current engagement. And to believe in the good of humanity and a community coming together.

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