To say that we are experiencing a culture shock, stressful times, or “unprecedented challenges” (how many times have we heard that phrase in the past two weeks), is an understatement amid the coronavirus outbreak. As of today, travel is restricted to many countries and within the US it is drastically reduced. Restaurants, bars, cafes, and schools are closed. Stay-at-home orders are popping up in state after state. Families are encouraged to self-quarantine. Workers from numerous industries are working from home. Children have moved to remote learning. Air travel has plummeted. Government and medical leaders are urging all of us to be responsible and socially distance ourselves in an effort to stop the spread of corona virus, in the USA and worldwide. So is it wrong to market your service or product during such a sensitive time?
The short answer is no. We have to keep working and keep our economy going. But, we have to be innovative in how we accomplish that. For our economy to function properly, marketing is essential even during a global crisis. A past example of this, after 9/11, is the actions taken by General Motors. The company ran a commercial that promoted the American Pride so readily seen and felt at that time, along with zero percent financing – “Keep America Rolling” was its campaign slogan. GM successfully showed sensitivity and empathy while doing its part to drive the economy forward. Frankly, it was just well done.
Marketers have a unique opportunity to give consumers a reason to spend, even when they are hunkered down. You can already see it. People are watching more television and spending more time online. They’re also engaging in new activities that they didn’t have time to pursue. They’re even cooking things they never did before (because it’s all they could find at the grocery store). This is a time for marketers to speak to their customers about what they want and need during this specific crisis time. For example, if I sold scanners I’d be marketing “Scan In All Those Family Photos”. If I sold tents, fire pits or even marshmallow roasting sticks, “Have A Campout With the Kids in the Backyard”. If I sold dog toys, “More Time to Play with Fido?”. If I sold sneakers or hiking shoes, “Take A Walk Down That Non-Traveled Trail”. You get the idea. And don’t forget to offer specials and deals.
What can you do? Several of my clients are Realtors. I reached out to them last week offering advice on a marketing strategy that can keep them moving forward. I encouraged them to use Facebook Live to conduct their open houses and FaceTime to let individual potential buyers attend a private showing of a home. Sellers and buyers alike get to stay home, but get the personal attention they’re accustomed to. Sellers allow only one person in their home, their real estate agent. They can simply step outside and sit on their porch or take a walk through their neighborhood while the virtual open house or showing is taking place. Facebook Live will allow any interested parties to ask questions and get real time answers from the agent. Want to see inside cabinets or closets to see how much space there is? Just type it in and the agent can show you immediately. Want to see what the view is looking out from different windows? Again, just ask and the agent can show you. I encouraged my Realtor clients to wear medical grade gloves while inside their sellers’ homes as well. I then told them to market this new way of doing business through email, SMS and social media channels, ensuring their target market that they are continuing to work hard as their Realtor while keeping their community as safe as possible. Branding!
Maybe you offer a service or product that because of the current crisis, people don’t want or need right now, no matter what deal or sales pitch you come up with. Spa services and massage parlors are getting hit because of the person to person contact. Those businesses could offer discounted gift certificates for future use. That can get some much needed cash in immediately. Although it’s difficult to know if it’ll be enough. Function facilities are also taking a beating with the restriction on group gatherings being less than 50, 25 and even 10 in some areas. The smart move is to think long term, with short-term marketing efforts. Continue to market your brand. Take special care of your customers, and even more importantly, your employees. In the case of the function facility hosting a wedding, work with the couple to postpone to a later date, rather than cancel. Take the extra step and send the bride a bottle of wine with a heartfelt note on her original wedding date. Remind her that although it did not take place on that day, she can celebrate with her partner privately and talk about the future date. Go back to your core values, and market them, so your customers will remember you cared about them during the dark times. This virus will pass. By focusing on your long-term brand-building, you will come out ahead. In the marketing world, slow and steady wins the race, rather than playing catch up when this is behind us.
“By focusing on your long-term brand-building, you will come out ahead.”
For Birch Marketing, we are giving advice to our clients on what they can do to market themselves during this time, at no charge. We want them to survive and come out of this stronger. We also are sending notes of gratitude to those in our circle that work in the medical field and with the elderly, who are at such high risk right now.
Look after yourself, your family, your employees, your customers, your neighbors. Look after your brand. And, together, we’ll get through this.