Marketing during troubling times is hard. They are much harder if you don’t know what to do. I’ve spent the past few weeks working to try to help answer that question and here is what I’ve found.
A crisis can be broken down into three stages. Each one requiring a different focus, and tact. There is phase 1. Or “The Hit”
as I’m calling it. This is when the crisis strikes. You didn’t see it, but you’re prepared. You have to have a plan in place to get your feet under you as soon as possible so you can get to the next phase. The pivot.
The pivot is when you figure out how to adapt your messaging, and your revenue operations to ensure you can keep the lights on, and protect your brand. Once you have made the pivot and are stable you need to plan for your recovery. What we’ve learned from past experience is that brands who recover best continue to market and work on long term horizons.
In the following presentation, I’ll walk you through the stages and give you some strategies you can implement to navigate through them. If you have any questions just ping me on twitter @msweezey.