How your business acts during times of uncertainty can shape your customers’, current and potential, perception of your brand and business. Marketing is an essential way to not only keep your customers loyal to your brand, but also support them during a time of crisis.
Keep your customers informed
Maintaining open communication about the status of your business keeps your customers in the loop and lets them know how they can continue to support your business.
Example: Proactively communicating changes in service such as drive thru, pick up, or delivery options.
Show how your company is helping
When your brand is helping the community, show your customers how they can help as well. This is a good alternative when it is not appropriate to display your own offerings.
Example: Using social media to show how your employees are staying connected to each other by supporting the local community and recovery efforts.
Strategically reposition your brand
Make sure that your brand avoids looking tone deaf in light of the current crisis.
Example: Listen to what your customers are reporting online and develop a response that shares what your business can realistically do, while also addressing their needs.
Prepare now for your future customers
Crises like COVID-19 don’t last forever. Use this opportunity to lay out the groundwork for how your company will function in the future.
Example: If your business is slowing right now, use the down time to develop new marketing strategies for attracting new and returning customers.
