“Should I Market My Business During a Pandemic?”
This is a question I’ve heard a ton lately. And in many ways, it’s quite heartening for me. This strong desire for ethics during the Coronavirus crisis, is a sign of how many business owners want to do things the right way.
The painful truth is this. The world economy is suffering a downturn unlike anything we’ve seen in most of our lifetimes. You may have seen your revenue slashed in half. You may have had to let loyal staff go. You could be terrified your business won’t survive this crisis. You want to do everything possible to ensure your business makes it, BUT can you market your business ethically right now?
The answer is 100% YES! And not only yes…but you owe it to yourself AND your customers to market your products and services. Here’s why…and more importantly how to do it right.
Customers DON’T Expect You to Stop Marketing
A global survey by Kantar showed that only 8% of those asked felt companies should stop advertising right now. You can’t argue with the 92% who feel you should keep advertising, right?
But there are caveats. 78% of those asked feel companies should be offering some kind of help or advice. 75% would like to know what the company is doing and how they’re handling the crisis. While 74% say they would feel strongly if a company exploited the pandemic for profit.
Interestingly, 50% didn’t feel the need for companies to change the tone of their messaging either. It’s all about thinking outside the box, while remaining true to your brand. For example, Nike talked alot about comfortable clothing to wear around the home, along with offers on home gym equipment, and trainers for running in. All of this was wrapped in the message of following government guidelines about staying at home and following the rules.
The Range’s email messaging centred on the importance of home comforts. They talked about why it’s important we stay home, but stay as comfortable as possible using, of course, their furniture and accessories. As long as you’re reflecting government guidelines, and sticking to your core messaging, consumers are MORE than happy to see your marketing.
More People Are Likely to See Your Marketing
With so many sadly furloughed from their jobs, even more time is being spent online. If anything, you’re likely to get more eyeballs on your messages than usual. I’ve seen the average time spent on pages increase during the last couple of months, which also suggests people are spending more time digesting what they read vs just skimming it while at work etc.
If you can deliver your messages in an reassuring, humorous, or entertaining way, people really will appreciate hearing from you. 80% of consumers also said they care about how companies are looking after their teams, and would feel happy knowing they’re helping support companies to keep as many staff in work as possible.
You Can Actually Help People During This Time
Depending on your market, you may actually be able to really help people right now. Takeaways for example have seen demand for their services increase. Anyone involved in selling medical supplies have seen a surge in demand. Companies involved in selling home gym or exercise equipment or services are busy. As are companies involved with the sale or delivery of food or cooking supplies.
But it’s not just these markets that can help people during a pandemic. Many companies are changing their business models slightly to provide much needed help to people. Restaurants have become takeaways or mini grocery stores selling supplies they’d usually cook and serve themselves.
Coaches of all kinds have begun doing online lessons for their clients. I’ve seen everything from language tutors, to pilates instructors, and financial management companies move their services online.
Think about how your services can make people’s lives better, and people will be happy to buy from you. Sell toys and board games? Run a promo so people can access family games at a special price.
Sell pet goods? Run a promo on your bigger bags of pet food. That way cat and dog owners don’t have to queue and social distance at pet stores so often. Sell jewellery? Some people are bored and anxious at home. Give them the chance to treat themselves to something nice!
There are tons of ways you can help people without exploiting the situation.
You’re Not Profiteering
Granted, the people who bought up all the hand sanitizers and masks, and then sold them off for 10x the price are nasty profiteers. They’ve deliberately set out to make money out of the pandemic. Likewise, if you’re a takeaway and you suddenly double your prices, for me, you’re equally profiteering. If that’s not you, then you really shouldn’t feel guilty about continuing to trade.
This pandemic will eventually be over. You’ve spent time, blood, sweat, and tears building your business and your team. Don’t feel embarrassed about doing what you can to ensure its survival. The more you try and help people during this time in your own little way, the more your customers will remember your business and how it portrayed itself during this crisis. Do it right, and they’ll keep buying long after this damn virus is gone.