Crisis Marketing 101: Stay Human
The world is changing in ways many of us never imagined. How can your business adapt? We’re all making it up as it happens. I certainly don’t have all of the answers. But one thing businesses can do to cope is to be more human.
The most effective marketing in a crisis is human, honest, and clear.
I’m focusing on marketing here, but these ideas apply to all of the ways you talk to people in a time of crisis, employees, vendors, suppliers, family and friends.
1. Be Honest and Open
It's okay that you don't have answers. Nobody does at this point. Just a flood of confusing information to wade through as we try to live our lives and keep our businesses alive.
Marketing during a crisis means acknowledging that you don't have all of the answers right now. But maybe you have one or two that can help your customers. That's enough. They will appreciate your honesty, and honesty goes a long way during a crisis.
2. Talk Like a Human
We’re all stressed. We’re not going to waste precious mental energy trying to translate your corporate gobbledygook into words we understand.
Have you ever said "I want to access content"? Of course not. No one talks that way.
Your customers are real people in the middle of a real crisis. They say things like ...
"I want to buy this because it makes me feel good."
"I want you to listen to me."
"I need help.”
Marketing made up of simple words and clear ideas is something everyone can understand in uncertain times.
3. Update Often
Every day in a crisis brings massive changes. Many do not affect your business. Some will profoundly affect it. Many will affect your customers.
Keep your eye on what is happening and regularly run it through two filters:
Will this affect my customers? If so, how?
Will this affect my business? If so, how?
The answers will inform how often you need to ramp up marketing efforts and what you should say.
When shelter-in-place was enacted in several states, it meant talking to customers about it.
If shelter-in-place is extended to the entire U.S., it's another opportunity to talk to customers.
When it's eventually lifted, you guessed it, that's another opportunity for human, honest and clear marketing.
Stay safe. Good luck out there!
Hi, I’m Keith Monaghan.
I’ve created and managed e-mail marketing campaigns to millions of subscribers for companies like NBC Television and Lucasfilm (yep, the Star Wars people).
My work as a Market Researcher has helped creative teams with projects for Nike, The CW Network, Upworthy, THX, Specialized Bicycles, Umpqua Bank, and other companies you may have heard of (and many you probably haven’t.) You can learn more abut me and my work here.