Marketing during a crisis: what to think about and how to keep a cool head

As the spread of coronavirus (COVID-19) continues across the UK, many businesses are facing major disruption, with staff being forced to work from home, along with meetings and events being cancelled. In response to coronavirus, marketing teams shou

Cancelling Events 

Only last week, the Spinal Injuries Association cancelled their annual (and much anticipated) Cornflower Ball in light of the coronavirus outbreak, this is now just one of a long list of events that are being cancelled daily.

If you/your business have got events scheduled into the diary, now is the time to make a decision as to whether or not they go ahead. Check any contracts that you have signed to see where you stand if you need to cancel the event, and see if it is possible to rearrange for a date in the future. If you do decide to cancel or change the date of your event, let your guests know at the earliest possible opportunity, communication is key at times such as these. If you are going to rearrange to a date later in the year, be mindful of the fact that your industry colleagues may be doing the same, and be wary of diary clashes!

If you or your colleagues were due to attend an event and had accommodation booked, contact the hotel immediately as they may be able to process a refund.

Consider and implement different ways of communicating information with your clients. At a time when the nation is social distancing, short videos and podcasts are an excellent way of sharing knowledge and information, increasing traffic generation and maintaining client relationships. They are also a great way of demonstrating that you remain open for business.

Social Media 

With the cancellation of upcoming events for the foreseeable future, you will need to extend your digital content marketing efforts to ensure consistent and timely communication with your customers.

However, with many people turning to social media to gather as much up to date information as possible, now is the time to pause any scheduled posts that may seem insensitive or could be deemed as ‘ill-timed’.

Instead of promoting products and services, focus on customer service and keep lines of communication open with your clients via social media platforms. Answer any questions or concerns they may have as soon as possible.

PR Statements 

Communicate clearly your company’s action plan and any guidance via your website and social media platforms. Keep this up to date in line with current government guidelines (which is currently changing daily).

During such times, it is vital to reassure clients that you are taking positive steps to keep your staff and clients safe.

Should you need to close your office and work from home, let your clients know when this will be happening and how they can contact members of your team during this time.

Review your online marketing strategy 

Use this time to review your current online marketing strategy and ways that it can be improved.

Time when you might have been at events, can be used to write a series of blogs and articles, ready for publication in the upcoming months that will help your SEO.

Review your recent work or concluded cases and write up case studies that share positive outcomes ready to share once normality resumes.

Stay positive 

Stay positive and keep calm, this time will pass.

Check List 

• Cancel / Postpone events
• Implement new methods of communication – videos/podcasts
• Extend digital marketing effort
• Review scheduled posts
• Prioritise customer service
• Communicate your companies action plans and guidance
• Inform clients of any office closures and ways they can contact the team
• Review your online marketing strategy
• Write blogs, articles and case studies
• Stay positive 😊

If you need any help with PR or devising a marketing strategy during the next few months, contact us on 0114 4070159, office@scala.uk.com.