You had an opportunity to show what you are made of and, yes, you wasted it. But I am happy!!

A Company.-?For some, the definition of Marketing is all about those guys who spend, or even waste, the money that the Commercial Department brings to the company.

B Company.-?For some others, the definition of Marketing is all about those guys who spend, or even waste, the money that the Commercial Department brings to the company. But unlike the first group, here they pretend the opposite by shyly smiling before out-of-their-capabilities decisions and expecting someone to provide an idea to immediately join the boat that sails down the successful stream.

C Company.-?For some others, the definition of Marketing is how to tell about your company. Of course, we can dig deeper and think of communications, social media, product, advertisement… But let stick to the axiom: It is about telling things about your company. C company does it.

When a crisis comes across, you, which means your company, can react differently. I will not bother you with my stand on this. Find my position in this?article. But regarding opportunities to manage a crisis, in many cases, you have only one. One per crisis or once in your company. Depends.

Of course, readings in hindsight are easier. In Spanish, we say?once the bull passed?meaning that the bull passes one inch from the bullfighter whilst he performs his art. But you will not know the output until the fierce 500kg. animal has passed you.

Thus, we have three different sample companies whose MktDpt acts like the aforementioned A, B, and C ones. Then, we have, still have, a crisis. Name it the Covip. It is choking us in fear, business drop, and, the worst, death. But, I will approach this from the company perception coming from the market, understood as the message you send to society.

In the A company, someone orders to drop all the communication, advertising, social media activity and, shut the business doors even when there’s a chance of keeping the company running in a low-efficiency mode. Feel free to think of mixed and confused priorities, amongst the ones I will not be as evil as to suppose that the health and safety of the staff are out of the equation. The bullseye is saving money and wait for the storm to calm down. No matter what. As a consequence of the company’s silence turned into a statement, how do you perceive the fact of a brand you seek and it offers you no answer? Besides, might underlie a chance/intention to breach a contract, a professional liaison or an obligation and using the crisis to justify your clumsy actions? Stinks.

In the B company, someone keeps a low-level activity as long as it is kind of profitable. He/she pays due attention to the feasible economic help from Governments or liability exemptions before taking decisions. Communication also drops significantly. The messages are fed with pre-fried and recurrent arguments from thirds that pretend to be on the spot but, in reality, they hide the aim of walking on your toes by the side of the critical situation. Perfect for the next quarterly meeting. The medal awaits. Yes, I am admitting that people matter as well.

In the C company, the boss keeps the activity, the business spinning around the what-can-we-do axis. This is not about putting the company in jeopardy when its viability is in your hands. It is about balancing it with true care for your human team and firm. Once this is on the radar, you wonder what on your production or services portfolio can be adapted to the needs of your clients, country, struggling society and the ones that need help the most. Perhaps you can make doctor’s coats, masks, food, sanitary alcohol or things that are on the antipodes of your production, but under your reach. Perhaps you can put your shipping power to the disposal of I do not know which cause. The figure’s size does not make you good or better. They equal us all.

Now, to the point. What can you do regarding communication if you work in the C company? The never well-considered MktDpt to the stage. Now it is their time. They got the power and will make everybody happy. In the company or out there.

Why? How? Digitally. The Mkt guys can stay safely and obediently at home, work in undies and perform like never before. What for? To send the mentioned?ad nauseam?brand values message to those who scratch their pocket to buy what you sell. Not only a commodity but, maybe, an inspirational item. A wishful thing that you put in the market and about which the proud buyer dreams of. Thanks to the Mkt chaps, by the way.

Now it is the time to be digital and use all of the?bit?based universe to tell everyone out there that you are with them, that they are important for you. Be brave, bold, show that you can tell something different than B company. Be accessible, clear, not only in words but in meaning. Tell that you understand them and make yourself understandable by them.

Help them to go through this. Offer them online courses, TV content, sports training, games for kids, cooking lessons, DIY or what you want. Conduit babysitting, elder people support, phone chats, arrange food for truckers driving in solitary highways or hotel rooms for docs and nurses. Make it easier for people to hire a cab. God knows what. Perhaps at convenient prices, perhaps for free. But make it reachable. How? Guess. Digitally.

In doing what the C company does, you will put your brand in front of your clients. As a provider, a vendor? Not the point. Now you can get close to their needs, problems, heart, and feel their affection. As a brand. A loved one.

The C company turned the crisis into an opportunity. An opportunity to feel good, to be useful, helpful, to prove that you deliver beyond expectations. Make your brand human. Soak people into it. Engage.

The values that you show as a firm will be really well accepted by users. Show that you are a person’s driven company that reaches hearts. What else you want nowadays?

Am I being too spiritual, idealistic or far from the rationalism and the market rules that make your company be there? At all. For those who are reading this with their spreadsheet open, do not care. This all will fulfill your heart today and fill your pockets later.

Those who run their place as per the company A and company B execution models, somehow, will have to pay for it. And I will be happy. Compassion, tolerance, looking to the other side, shrugging your shoulders or sneakily whistling is not always a good policy and never a proper way to face difficult times for everyone.

Be well. Be good.

cristobalblog.com