The topic of branding, marketing and advertising in an economic crisis is not a new one. 但也许比以往任何时候都多, the COVID-19 pandemic has embellished the topic or created a different slant on the term. 这 crisis isn’t about an inflated housing market or reckless spending. COVID-19无疑将人类, or in-humane spin on this economic crisis that I believe causes us to think differently.
品牌, marketing and advertising are part of many businesses’ core ability to sustain or grow. We ourselves, as well as many of our clients, have been asking these very questions.
How do you continue marketing while remaining sensitive and not appearing to leverage this economic crisis?
在一场你无法控制的危机中, the best way to think about your branding is to show that you care. 现在比以往任何时候, 你有能力展示你的品牌关心, 这是否意味着推广你的产品或服务的使用, 表达你对他人的同情, or simply helping your community and your team in ways unrelated to your core business.
We suggest starting with the question, “In what ways can you help your customers through this crisis?” Perhaps the answer to that question is a discounted or free service, 加急服务或产品, more favorable payment terms or some other way to provide extra value.
You might also ask, “In what way can my company help the greater community?”. 你的团队有什么办法, 产品或服务可以帮助社区, 即使他们不是你的客户?
Finally, make sure to ask yourself, “What can I do to help my team through this crisis?” Doing everything you can to show that you care can help you come out of a crisis with a stronger internal team and culture.
最后, an economic crisis is an opportunity to strengthen both emotional and rational ties to your brand.
市场营销 & 广告
Should you continue marketing and advertising in this crisis economy?
We’ve helped many of our clients pull back on their advertising spend while helping others maintain or shift their message. While our short answer is “YES”, it’s followed by a quick “but lead with empathy and care”.
如果你的产品或服务能帮助他人满足他们的基本需求, then advertising and marketing in a more aggressive way may be helpful. You should still consider your tone, making sure your approach is tactful. 要坚强、实事求是、乐于助人、敏感和始终如一.
If your product or service is not what many would consider an essential need, consider changing your tone or perhaps turn your focus to ways that your business can help others get through this tough time. 你也可以考虑把销售额的百分之一捐给有需要的慈善机构. Taking this approach allows you to lead from an empathetic brand position while continuing to expose your product to existing and potential customers.
如果你是谷歌“经济衰退期间的市场营销”或类似的, 你会发现很多文章说无论你做什么, 不要削减你的营销和广告! 让我们面对现实吧，这不一样. You may need to significantly cut your marketing and advertising spend because, 你的销售或收入可能已经变成了0, 10%, 50%. 无论突然的短缺是什么，都是戏剧性的.
While a cut in marketing and advertising spend is a necessity, don’t stop marketing. 回到以客户为中心的核心, tried and true tactics and activities that every single business should be focusing on in any economy. Make sure you’re sending your customers emails to communicate your compassion and ways of helping. Do the same with your social channels or better yet, pick up the phone and call them. 确保你的网站是最新的, search engine friendly and you are considering new ways to serve your customers through it.
Should you reduce your price points as a way to insulate your sales?
While today’s consumers are more price-sensitive and less brand loyal, 你有机会兼顾两者. 折扣或优惠券通常被视为品牌稀释. 我们确实听到了很多行业专家的建议, “don’t change your pricing because it’ll be hard to go back to your regular prices down the road.”
在这次危机中, 它是如此巨大，以如此戏剧性的方式感动了如此多的人, 我觉得现在应该考虑的是减排策略. We believe this is actually an opportunity to strengthen your brand by offering your customers your helpful products or services at a reduced price or free products or services. 作为一个也在努力维持或生存的企业, this may help you gain business that you would not have otherwise received.
看看这个”社区驱动的承诺” video from Volkswagen and how they’re approaching pricing and payments.
A software start-up from Austin that helps CEO’s and Managers lead their organizations, Khorus.com, decided to make their fully-featured version available for free as a way to help businesses through this challenging time.
If a price reduction does not feel strong to you, consider these options:
1. Donating a portion of your proceeds to a local charity that may be strained by recent COVID19 challenges.
COVID-19已经影响了大多数企业的运作方式. 我想不出有哪个没有, 至少, everyone has implemented a new level of cleanliness or distance cautioning. 希望你已经做好了预防措施. If you have not taken the steps to communicate your plan to your customers, make sure to do so.
而这种类型和级别的危机以前从未发生过, 我们已经看到无数的品牌采取了敏感的行动, 乐于助人, 创新和社区驱动的方法. There are more ways than one you can help your customers get through this. 通过帮助他们，你也在帮助自己.
We hope the above helps you weather this new kind of storm in some way. 如果你有任何问题或需要我们的帮助， 请随时伟德平台注册我.