Marketing Through COVID-19

As a marketing consultant, I'm working with several clients to modify and adjust marketing plans for the year due to the recent and abrupt changes in our society courtesy of COVID-19. As we all know by now, most live events are postponed or canceled for the next 8 weeks, possibly more, and we are being advised not to gather in groups larger than ten (10) people.

For my family, so far it means one daughter in the foodservice industry laid off as of today, two weddings and honeymoons postponed, one daughter's study abroad trip to Italy canceled and another daughter's college graduation canceled. I know many friends and acquaintances whose travel plans are impeded. Further, we are all quickly becoming acquainted with social distancing. Life as we know it is grinding to a sudden halt and we are forced to quickly adjust and realign our priorities.

As we adapt and work with colleagues and family members to rethink what our days look like, many of us are also working with teams to put business continuity plans in place to ensure the safety of employees and the people our businesses serve. Now that we see what lies ahead, at least for the foreseeable future, marketing and communications professionals must quickly shift priorities and grapple with questions like:

• What should we do now?
• Should we continue marketing our event if it is beyond the 8-week mark?
• What about scheduled press releases and communications?
• What about our ongoing marketing plans?

Unfortunately, there is no "one-size-fits-all" answer. Each business should review and adjust their strategy over the coming days and weeks to ensure they are focused on the right priorities tailored to their unique business and position in the marketplace.

With that said, here is a short checklist I have compiled to help guide you through marketing and communications during this difficult time:

1. Act quickly. Don't stay silent. Your customers want to hear from you. Don't think that since everyone else is sending out COVID-19 updates, you shouldn't.
2. Not sure what to communicate? Stick to essential information. Tell people what you are doing now to keep your employees safe and how it impacts them (your customers). Let them know where you will provide ongoing updates (i.e. a dedicated page on your website).
3. Hold off on communications that are not essential to the safety of employees or customers. Currently, people are focused on what they need to do right now. Anything else is likely to be skimmed or go unread.
4. Be brief. Provide clear communications and resources they can follow up on.
5. Speak to your particular expertise. Refer people to valid information and resources from qualified experts if you do not have the in-house expertise.
6. Show empathy. This is a very stressful time for most people. Be patient and take time with customers who have questions.
7. Be positive. People appreciate uplifting stories during times of stress. If it feels appropriate, it is perfectly fine to share inspiring stories that help uplift and reassure your audience.
8. Increase social listening. Now that many are working remotely, monitor social media channels and be available and prepared to answer any questions that arise.
9. Stay informed. Keep up with the latest news yourself so you are prepared to handle communications as the need arises.
10. Are you in a position to help? If your business is poised to help people navigate this crisis, let them know. How can you help your community? Consider creating content that educates or helps people better understand what steps to take.

Also, here are a few articles for reference, should you want some deeper guidance on shaping your strategy through the crisis:

8-Step Guide to E-Mail Marketing During a Crisis by Business 2 Community

Best Practices for Brand Communications in Times of Uncertainty by Cision

The 2020 Crisis Communications Resource List by Business Wire

List Tracking Marketers' Responses to Coronavirus by Ad Age (to be updated regularly)

Creativity Amid Crisis: How Marketers Can Navigate Outbreaks and Uncertainties by the American Marketing Association

As always, I am interested in your feedback, comments, and suggestions. I am so grateful to you and our connection. Please take good care and be well.