Marketers and sales professionals have a tough job at their hands amidst the Coronavirus crisis. Whenever an emergency or disaster strikes, it becomes imperative that CMOS come up with a swift plan to adapt to the change so that the brand is not affected.
Customers seldom think about how companies are dealing with the crisis internally, but marketing always remains in focus. It is the marketing team that influences the perception customers will draw of the brand during the trying time.It is crucial that the sales professionals take the right action during this time and do not succumb to the pressure.
No brand would want their customers to think that it is exploiting the calamity or pandemic.
Prepare for the worst
The first step in dealing with any challenge is adequate planning. The marketing team needs to discuss how the crisis can influence the business in the worst and best possible. Involve other departments as well to gauge the overall impact of the pandemic.
It is not just the high-level corporate scenarios that the marketer needs to focus on. Instead, the team needs to identify all the challenges that customers, brands, and the organization might have to face in the wake of this crisis and plan accordingly. For instance, what should be the alternative to reach to customers if an industry tradeshow you had been relying on since long is cancelled?
Gauge the changes in sentiments and behavior
Even before the COVID-19 crisis, the trust of consumers in large brands had taken a significant hit as they had started to shift their focus to local businesses. This crisis has given the brands an opportunity to rise through the challenge and win back the trust of their customers.
This is the perfect time to understand what the customers feel. Marketers can have customer programs set up for listening to references to COVID-19. Social listening can be used for monitoring the discussions potential customers have regarding health concerns and pick up information relevant to your brand. The response needs to be balanced. The trick for marketers is to make sure that the customers get adequate support while at the same time, ensuring that they are told honestly what can be delivered at this point.
Effect on operations
Sales professionals need to be aware of the challenges posed to product and service delivery during this time. The factories have been closed, and there has been a significant disruption in the supply chains despite the increase in demand. The marketing team needs to be up to date with the on the ground realities.
It is vital that customers are given realistic expectations for the delivery of services and product availability. If you cannot produce or deliver certain products, take down the campaigns for the same. Try to come up with appropriate changes in policies to accommodate the delay in services.
Digital delivery is the key to success in these times. Try to promote apps and similar other tools as much as possible. Make your presence felt during digital interactions.
Final words
The coming months are crucial to the marketing world. How a brand deals with this pandemic can make or break it. Therefore, all the marketers and sales professionals need to adopt a marketing plan that they can stick to if this situation of lock down increases. Develop alternative ideas to promote brands instead of event-based programs. Perhaps virtual events can be the answer to your problems.
Try to provide the customers with informative, encouraging, and uplifting content. Contact media planners and publishers to ensure that you do not end up losing critical spots in ad campaigns.
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