Crisis management as marketing
Businesses are no strangers to crisis management, but the global scale and continued uncertainty around COVID-19 is a first for all of us. Even the nimblest advertisers are asking, “How do we meet this unprecedented moment?”
While the answer to that question will be different for every brand and company, many have responded with meaningful approaches to give audiences a reason to believe that we’ll get through this crisis and move forward together. Here are three impactful ways advertisers are showing up during the coronavirus in recent weeks and counts as a great example of crisis management:
- Address customer concerns
To ease consumers’ concerns and discourage panic buying brands launch campaigns. Fast-food chains are taking care of their employees by even measuring their temperatures before and after shifts. Such actions deliver a clear message to show commitment to service, employees, and customers.
- Rotate towards a solution
Remind how the company overcame the tough times, how it met the global/local scale crises in the past. This will lean into the company’s commitment to costumers and mission. Readiness for answering customers’ common questions related to COVID 19 is another approach. Be open and clear.
- Bring people together as they stay safely apart
Being homebound causes stress and isolation for so many. Encouraging people to view their homes from a different perspective and do not push too hard to employees is another thing that companies can do. Help them with adopting a new way of working and still keep the working environment is crucial and extremely helpful. Encourage staff to celebrate holidays and respect their working hours. Working from home does not mean working anytime.
Communicate with messages that clearly demonstrate your understanding of the crisis and how you are addressing it. Keep your team members and customers informed all the time. The tone of your communication should not be depressing or have a doomsday feel or sound. It’s a critical time that calls for action and cooperation.
We have been through a crisis and we are proud to say that we did it. Now every company’s corporate and organizational culture is getting tested. Together we are all navigating this new normal and with our building blocks we started with and today’s right decisions we will come out better on the other end.
In case of the questions, please, do not hesitate to contact us:
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Carmen Cojocaru Partner [email protected] +40 727 333 336 |
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Eduard Pavel Partner [email protected] +40 727 333 345 |
