Why Us?
Jackson Sim
Marketer | Storyteller | Hotelier | Equal Opportunity Advocate | #okthatsall
"And isn't it ironic, don't you think?"
In times of crisis, more often than not, the Marketing/Brand/PR Comms Team is first activated to handle the situation and to avert any further potential damage. Yet, in times of crisis also, the Marketing/Brand/PR Comms Team is always the first to be let go.
It baffles me. Also, it angers me. Why us?
This current situation we're in is one great example. We've seen countless layoffs and in the hospitality industry alone, more than half of the workforce is now left with an uncertain future with a large majority of them coming from non-essential department like marketing.
Sure, the easy argument is that there is nothing to market considering there is just no business demand. But the easier counter argument here is that brand-building, telling your story and marketing your product is a continuous process that simply cannot be halted. In fact, it is even more crucial in times like these that the work is amplified.
We are all effectively plugged-in individuals today. As consumers, we move on to the next brand as quickly as we swipe through our Instagram feed. If your brand is not visible during a time when everyone simply has more time to engage with you, you lose out and you could be #cancelled. And how can your brand be visible if the people responsible for it have been asked to leave?
It's very telling. I've seen numerous instances -- the messaging reads odd on the safe entry advisory, social media silence only to be followed by an obvious in-your-face push to drive business when lockdown measures have been eased, and even the simple horror of an overly stretched logo just to fit the poster's length.
On the flip side, there are those who have done right -- professionally designed and properly printed floor signages for safe distancing, well-crafted and eloquently executed social content to keep the brand top-of-mind, and consistent deployment of communications to keep guests well-informed of the situation.
Consumers today are as discerning as they come. Which brand do you think they will purchase from when the time comes? The one which they've not heard from for the longest time but immediately pushes in-your-face "we're back" offers or the one which consistently show they care with engaging, purposeful content that saw them through the entire #stayhome period.
So, which one will you be? Ok, that's all.
Putting The"Public" Back In Public Relations - Public Relations | Corporate Communications | Branding | Engagement & Advocacy | Marketing Communications | Digital Media Communications
4 年well said Jackson
Digital Marketing/Google Pixel/Data Analytics and Visual/work at SANGO Hotel Management
4 年Well thought, thanks for representing us ????
EAM Sales and Marketing at Sheraton Towers Hotel Singapore
4 年The rational becomes irrational in this unprecedented period. Even the smartest can make wrong decisions.
Integrated Marketing & Brand Strategy | 360 Marketing Enabler | Ex-Meta
4 年Hear hear Jackson Sim. It is unfortunate when businesses take a myopic approach when dealing with crises. What some fail to recognize is it is that customers are your lifeline and the marketing team is key in binding and nurturing those relationships.
Marketing Director @ InfoCommAsia | B2B Marketing Enthusiast
4 年Sadly marketing is always seen as a cost centre, rather than an investment. Yet this unit is expected to connect and support all other departments like an octopus - generating and qualifying inbound leads, spinning the most beautiful narrative to support developed product, hand-holding sales to close deals, be the front of all client-facing communication, and risk being the first to bear the brunt of any complaints. It's a progiont reminder that whenever sales can't close a deal or screws up a negotiation, marketing is always the first to be asked 'so what can we do?' #hardtruth #respectmarketing