Managing Marketing & Communications During a Crisis


Managing marketing during a crisis

As a business, you probably already understand the importance of being flexible and agile, to be able to respond correctly to changing customer demands and shifting trends. However, these changes often happen in small chunks and over a longer period, allowing for a thorough marketing plan to be constructed and thoughtfully executed.

Where small and gradual changes can be managed with a solid plan, a drastic change such as the one we are all facing right now (we won’t say the C-word), requires fast decisions and on-the-fly changes to how business is conducted. As a business owner, you may have questions such as; How do I effectively update my customers on changes? The future is uncertain, can I afford to implement a whole new strategy right now? How can I deliver my services during this time?

This can feel like a daunting time for business, but with the right advice, tools, and plan, you don’t have to muddle through it. You could even find yourself thriving. Here are some answers to questions you might be asking yourself right now:

How can I effectively communicate with my customers? 

Your service structure might be changing daily, in some cases even hourly, so being as clear and transparent with your customers is crucial. If you have to rectify any issues customers have encountered with your business, then communicating milestones and progress can often alleviate negative attitudes that they may have held.

Creating a communication plan can be the key to keeping your crisis management consistent and clear. Although things are happening fast, the time taken to develop a template of communication is worth it. A template could include:

  • An outline of how all staff will be updated. Daily meetings / email updates / video meetings
  • A definition of each target audience and which channels will be used to reach them
  • An FAQ’s outline and answers. Equip yourself and your staff with clear answers to people’s potential questions
  • An identified person that is responsible for communication with each audience

Ensuring everyone on your team is well equipped and informed will assist in making your communication strategy streamlined.

Can I afford to implement a new strategy right now? 

Managing costs during an uncertain time is crucial for sustainability as you work through a potential drop in revenue. To get the most out of money and keep revenue flowing through crisis control, you can make some changes to your marketing:

  • Ensure every person and program is running at maximum efficiency
  • If you aren’t utilising paid-for programs, either start getting the most out of them to deliver results or consider stripping some back
  • Get an experienced team who knows how to put money in the right places for maximum efficiency
How can I deliver my services during this time?

If you have a shop, work in the hospitality trade, or are now having to work from home when you usually have a face-to-face delivery of services, you may feel as though you have just lost the ability to deliver your service. However, these situations being thrust upon us often create opportunities to be creative.

If you are a restaurant, can you do home deliveries? You could put together a delivery menu and service, especially for the vulnerable. Market this through Social Media channels.

If you are a physical shop, a web presence could assist in replacing your footfall with digital footfall.

Think about what your local community needs right now, and how you can fill those needs.

If you are unsure about how to adapt and manage your marketing and communication during this time, consider outsourcing to a friendly and supportive team, who are fully prepared to implement crisis management strategies. Get in touch today and let’s have a chat.

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