We’re living in in unprecedented times.
In the past few weeks, life as we know it has been flipped on its head. Updates from the CDC, federal and state officials, and consequently Wall Street and Main Street, are often hourly and increasingly dire as the COVID-19 pandemic builds.
On the one hand, it might seem irrelevant to talk about marketing at a time like this. Our main concern, like yours, is the health of our families and neighbors, followed closely by the survival of our businesses. On the other hand, we realize, like you, that economic recovery will depend on businesses regaining health.
That’s why, as emotionally fatigued and uncertain as we all feel these days, now is not the time for your brand to go dark and stop reaching out. Adjust your message, yes. Stop, no.
For now, it’s important to prioritize the communications side of marketing. They are closely related, and when done well, both focus on relationships.
Confusion reigns and confidence disappears when communication stops or is not clear. If we didn’t understand that before, we do now at a gut level because of the mixed messages we’ve gotten from various sources about COVID-19, how we should respond, and when. Scary monsters grow in the dark. Scary futures look scarier in the absence of truth.
Customers who know you well want to know how and what you’re doing in facing this challenge. Above all, you are human and so are they. They will feel valued if you let them know you’re seeing them that way first. Consider phoning your most loyal customers and asking how they are faring. Think creatively with them about how you might be part of a network of resources for them.