Marketing in the days of the Coronavirus

All companies, whatever their size, at some point are going to go through a crisis situation that, depending on how it is handled, can do a lot of damage to their reputation, their profitability and, in extreme cases, to their own continuity for marketing in the days of the coronavirus

A crisis is not a simple problem, it goes further: it is a serious, unexpected and publicly known situation , which forces us to offer a quick, adequate and equally public response.

The usual recommendations regarding crisis management in companies are to develop a global plan that takes prevention into account, provides an early detection system, a rapid response protocol and adequate management of both its development and subsequent recovery.

This approach, which is undoubtedly necessary and recommended, starts from the basis of preparing the company as a whole, but especially the marketing and communication departments, for possible crises in their sector and in the company in particular.

What to do in the face of global crises?

However, when we are faced with a global crisis, such as the spread of the COVID-19 coronavirus virus , which affects society as a whole and its entire business fabric, how can we act? Our contingency plan – if we have one – has likely missed a global epidemic and falls short.

Certainly, faced with a crisis of this level, there are many actions that depend on the Government or supranational organizations, but that does not mean that we should sit idly by. It is time to convene a crisis committee with all the relevant actors of the company to devise a common strategy: management, sales, marketing, human resources …

Beware of hiding behind or silent: if the company does not say anything, others will do it for it (customers, competition, citizens …) and then the message cannot be controlled. Nor should transparency be confused with constant communication: it is more important to convey a single, credible and safe message than to speak for the sake of talking.

Marketing strategies to deal with a crisis

It is in times of crisis that a good marketing strategy is most needed. What we do now will be decisive in staying in the market or even getting ahead of the competition when the situation stabilizes. Every crisis is also an opportunity .

On the one hand, not all sectors are going to be affected equally. If hotels are going to suffer losses from vacation cancellations, food-delivery restaurants are seeing their orders rise and some online purchases are on the rise. Even in the case of the areas most directly affected, this opportunity can be found: if a travel agency has clients who are hesitant to hire, it can take advantage of it to offer them a more expensive package with premium cancellation insurance.

Among the measures we can take, we have from the most basic and tactical, such as price adjustment, if we can afford it, to the adaptation and promotion of products that adapt to demand.

Marketing actions

The important thing is to keep your customers informed , so it is time to transmit a message of tranquility: through your website, your social networks or by sending an email . Well, include information on the measures that are being taken, if the situation is affecting planned shipments and how they are being managed. This communication is vital so that your clients know that you are still working.

The online consumption is soaring due to quarantines and recommendations to stay in the homes, so it’s more important than ever to have a website to match your business or professional ecommerce if you want to keep selling your products.

The service of attention to the customer should be a priority at the moment: a special effort to contact routes and if you do not already have, open a Company Profile Business WhatsApp . Now is the time to take care of your best customers and work to support them.

Another line to follow is to use the values ​​of the company to support customers. Telephone operators are offering additional gigs to support teleworking, audiovisual content companies have increased children’s content, large social networks are donating advertising credits, etc.

Finally, don’t forget to monitor online searches to prevent your brand from being associated with negative news.

Preparation for a changing situation

Such a serious crisis that changes almost hourly requires a higher level of attention and speed of reaction. It is vital to show empathy and sensitivity, because health crises provoke emotions that are difficult to control in people.

By showing good leadership in the face of adversity and gaining the trust of the public, both internally and externally, companies can emerge stronger after a crisis, as has been demonstrated in past situations.

All crises are different, but each one offers us valuable learning for the future . Contact us and we will help you adapt your marketing strategy in a totally personalized way.