Is Your Marketing Strategy Crisis-Friendly?

Never before have the marketing and communications experts fought the challenges that they found themselves in with the spread of the Covid-19 epidemic, and its repercussions increasing day by day. 

Crises and disasters are never new, and they happen every while around the world, the marketing and communications sector usually interacts quickly with them, for its nature being designed to deal with crises. 

The magnitude of what is happening exceeds any description, and there are great businesses currently struggling to get out of the cycle of crisis. Professional and ethical responsibilities require the marketing strategists, to rise to the stage, for implementing clear and dynamic strategies that include crisis management tools, maintaining morale, while generating strength, optimism and resilience. This is crucially required to achieve the continuity and the growth goals of their businesses in an effective manner.

Is Your Marketing Strategy Crisis-Friendly?

Main Pillars For A Crisis-Friendly Marketing Strategy

Marketing strategies and communications plans in the case of crisis need to be raised above the following main pillars: 
  • The market needs
  • The teams and employees
  • The imperative to continue business
  • Flexibility and positive spirit
  • Morals and ethics
Although this type of planning may pose severe challenges to the capabilities and expertise of the marketing strategists, it is also an opportunity for their businesses to cross the crisis forcefully, and overcome its repercussions successfully. 

There is no doubt that the responsibility today for the marketing and communications managers is heavy. Beside maintaining the broadcast of the business marketing message, they also have to convey the message of sympathy, steadfastness and hope in a realistic form without any exaggeration. And this needs to be communicated to the company's employees, clients, partners and public opinion.

The Market Needs

We must listen carefully to the needs and concerns of our clients in the midst of the crisis, and try to provide the best solutions that really suit their needs and requirements. We should also create a clear picture of the reality of the conditions that have arisen due to the crisis, and the actual needs of each market segment subject to it. 

This would enable us provide products and services that meet the current needs, and that can be considered as effective solutions to help mitigate the impact of the crisis as much as possible. It is necessary here to communicate to the market what we have done, how we have done it, and what impact our efforts have achieved.

Priority for Teams and Employees

The company’s teamwork and employees suffer what everyone suffers during the crisis. Therefore the priority in marketing and communication plans should always be the human being, for providing all the reasons of resilience to him and to his family within this troubled environment. 

Marketing and communication managers in this case should take into account the emerging requirements, and find new channels of communication with employees, that take into account their current circumstances and conditions. At the same time, management should develop new plans to maintain good business order, within a balanced business process.

The employee’s family and psychological side should also be given a special attention through these difficult times. It is necessary to maintain the appreciation and confidence of employees in the way the company’s management deals with them, and periodically dedicate special time to check on the teamwork.

The Imperative to Continue Business

It is true that the crisis is massive, and it will become bigger and more painful as the business standstill. We should not forget that we have to deal with the requirements of our business, which may not change much in the light of the crisis, but rather their size and frequency. This may require exerting double efforts commensurate with the conditions of the market. We should also be keen to achieve the business objectives, while continuing to update, maintain, and execute the marketing campaigns that were previously scheduled.

Flexibility and Positive Spirit

These indeed are striking changes that the crisis imposed on the marketing strategies, which may affect the business models and their approach to challenges. These changes also prompted everyone to find new means of communication to make up for the shortfall that occurred after cancelling business events, conferences, exhibitions and other physical platforms to meet with clients and partners. Hence, the importance of flexibility in the marketing strategies and communication plans arises, along with the clinging to positivity under any circumstances.

Morals and Ethics

As marketing strategists, we are currently facing a historical challenge, and it is natural that the actions taken by various business sectors will be historical. The moral aspect is very important in everything we do, so any decision taken at this stage should be based on ethics. 

Social responsibility and solidarity should be integral parts of any marketing strategy. The crisis will pass and what people will still remember about us, whether they are employees or clients, is what we did, how we acted, and the ethical standards that we adopted in all stages of the crisis.