I don’t think anyone steps into marketing anticipating a time in which the words ‘marketing’ and ‘pandemic’ would be used in the same sentence. But, it is 2020, COVID-19 is rapidly affecting people all over the globe, and here us marketing professionals sit, thinking about the best way to move forward with many known unknowns ahead.
Suffice it to say, there is a very fine line between coming across as tone-deaf and sending a message that assures customers that a business is there for them, and available to help. In my own situation working remotely for a business deemed essential and still operating, I have found myself writing, deleting, and re-writing countless statements in an effort to toe this line carefully and thoughtfully. Honestly, nothing feels adequate enough because the gravitas of what we are facing as world citizens is significant.
There are several realities being faced by people right now:
- Many businesses have been forced to close, or have seen their own clientele dwindle resulting in lower revenue streams and the inability to continue operating as usual. Some are not just closing temporarily, but going out of business. Employees are being furloughed. People are losing their jobs permanently.
- Business owners and employees who fall ill with COVID-19 are faced with the potential of horrifying symptoms and require quarantines to protect others. This may further hinder the ability to keep a business moving.
- Businesses are trying to adapt in order to press forward and might be new to or unfamiliar with the tools available to help them evolve and survive a time when many are now working remotely.
- Businesses deemed essential are trying to reassure employees who may feel uneasy or unsafe and depend on those employees to keep an essential business operating. This can set a tone and alter the motivation and productivity of employees and business owners as we all grapple with defining right and wrong.
- Nothing a business says will please everyone. Tensions are high; fingers are being pointed in every direction.
So the question is, what is the right thing for a marketing professional or business to do when it comes to messaging and promotion? It’s hard to say. My own philosophy is to lead with empathy first and allow that empathy and awareness of others’ unique situations to guide the messages being sent. I don’t know what the perfect approach is, because I don’t believe there is one. However, there are some things I believe are helpful when customers (human beings, really) are facing uncertainty:
- Reassurance: Remind customers you are there for them, above and beyond the business aspect. Sometimes just being available to talk and share experiences can hold more value than a sales pitch. This is where empathy comes into play. Offer some sense of stability by continuing to share your company’s mission. Acknowledge the changes being faced, but offer inspiration by way of what you normally share.
- Clear Communication: If you are able to serve customers during this time, let them know how and where they should go to engage with you. Advise people on any changes in your operations which could affect the customer experience. Be honest about what you are unable to do. At the end of the day, no one wants any more surprises than they are facing right now on both a personal and professional level.
- Balance: Communication is essential, but over-communicating can often feel obtrusive or pushy if the message centers around buying. There are countless emails going out on a daily basis, centered around this world crisis and the ways companies are responding. Your message is one of hundreds hitting a customer’s inbox. Make each message count, and make those messages meaningful.
- Education: What can your business do to teach customers how to thrive and grow during this time? Maybe your business offers tools and resources to help other businesses continue to operate in different ways. Maybe your knowledge on a specific topic can give someone the ability to do something productive with their time. Whatever it is you are able to offer, do so, and find ways to share those moments in a thoughtful way. Teaching others fosters community and brings us all closer together. I believe we all need community and togetherness right now.
The best advice I can share with you is to think about humanity first. Empathy, compassion, awareness, and a willingness to do more than just sell will define us once we emerge from this pandemic. Meet people where they are, and ask how you can help, on a human-to-human level. We are all trying to adapt and survive, and sometimes the hard sell has to take a back seat in order for us to lift one another up. The side effect could be a thriving business and stronger brand reputation on the other side of the tunnel.
Be well.