Not gonna lie… The outlook is pretty bleak at the moment.
Nearly a million cases of coronavirus have been confirmed worldwide (and thanks to inadequate testing, no one can really put a finger on actual infections figures).
And almost 50,000 people across the globe have died as a result of the virus.
In the meantime, scores and scores of businesses have scaled back or completely shuttered.
And in turn, millions of folks have been laid off, furloughed, or otherwise put out of work (sans pay) due to government order closures.
Like I said… Not a pretty picture.
Yet, many businesses are still functioning. They’re up and running and managing day-to-day operations. Albeit under markedly different circumstances in most cases.
The fact that business for many organizations “marches on” continues to bring up a challenging question: Should we continue to market and promote our services?
And this question brings me to the core of this post…
A Coronavirus Marketing Case Study
A long-time client of mine, a real estate firm I’ve partnered with for over a decade — let’s call them Acme X — is still operating.
The property management side of their business is deemed an “essential industry.” Thus, their “doors remain open,” so to speak… Nearly all the staff is working from home, with only occasional office drop-ins on a staggered schedule.
But despite their continued operations, Acme X has chosen to “drop the veil.”
They’re not proactively contacting clients. Instead, speaking only when spoken to.
Despite amassing a bevy of resources detailing governmental relief packages and financial aid programs, they’re only sharing these resources upon specific request.
Their social media channels went dark nearly three weeks ago. And have remained radio silent since.
Their blog lies dormant.
They sent their monthly email newsletter incorporating a COVID-19 resource guide to select prospecting lists. But then immediately regretted the move. Choosing not to send an updated crisis resource guide to winder distribution lists.
And the rest of their email marketing apparatus has remained at rest since the COVID-19 Crisis kicked into high gear.
In short, viewing Acme X from the outside looking in, you’d have no idea they were still in business.
Which, from my perspective, is NOT a good look.
In part, Acme X has chosen this approach due to a fear of liability for sharing the “wrong information” — Incorrect or incomplete data that gives the wrong impression, false hope, or causes undue dread.
Or disseminating information that quickly becomes out of date amid this swiftly evolving situation, replaced by new, updated instruction.
It’s also due to concerns over appearing crass or uncaring with “tone deaf” promotion of products and services as the whole world seems to crumble around us.
But while these are valid concerns, they can be managed.
And the damage caused by pulling back in this regard overtakes the risks of potential misstatements.
Of course, I tried to explain to Acme X’s head honcho. But sadly, my efforts have come to no avail (thus far away).
In seeking support for my arguments, I surveyed some of Acme X’s competitors. And in my research, I found a like outfit — let’s call them Competitor Y — providing similar services (though in an adjacent geographical market) who are taking the exact opposite approach.
And from my perspective, it’s the EXACTLY RIGHT approach.
Competitor Y’s Sound + Savvy COVID-19 Marketing Strategy
Competitor Y is stepping up, and stepping out, on both the Resouce Communication + Promotional fronts.
And in turn, they’re projecting 3 Key Traits that every business (yours included) should embrace and embody if you hope to effectively navigate the coronavirus crisis.
The actions that are communicating these traits?
Being a Connected Resouce
Competitor Y has activated its communication channels and ramped their contact.
They’re actively sharing resources. Not just another list of links and recaps of the lastest government press conference, but strategies. Practical advice to their clients and how to best manage this situation.
In other words, Competitor Y is stepping beyond just another email newsletter filled with insincere platitudes and a bunch of links you’ve already seen in 17 other email newsletters.
Instead, they’re presenting considered, well-reasoned, and actionable advice on how to best tackle this challenging situation — on their blog (of which they’ve published several focusing on the crisis), in their email newsletter (via multiple editions in the past couple of weeks), and on their social media platforms (through consisting posts).
Being Clearly “Open For Business”
Competitor Y is a real estate firm. What do real estate firms do? They lease and sell properties. That’s their product.
And Competitor Y is continuing to promote its product. They’re regularly sending mass emails promoting new listings, available properties, recently closed deals, and the like.
In short, Competitor Y is clearly demonstrating that their operation is OPEN FOR BUSINESS. And while times may be tough (tough in a way that no one’s seen in four generations), being open for business is the position every client (and prospect) wants their professional services provider to be in.
Demonstrating Strength in the Face of Chaos
What does providing actionable strategies (to meet and overcome this challenging situation) and clearly establishing that your business is still charging forward, full steam ahead! say about Competitor Y?
Despite these incredibly trying circumstances, our business remains STRONG.
No Doubt You Can See The Difference Here…
Reactive communication. Radio silence on all channels. And promoting a general sense of shutdown.
Vs.
Open communication. Active participation on all channels. And a clear message that business is open and in operation.
And there should be no confusion about which side of this divide your business should be on.
Now… My PITCH!
Are you struggling to gain a foothold amid the current chaos? Not sure what to do or how to do it? Looking to pivot your marketing strategy, but don’t know which way to turn?
I GOT YOU.
I’m currently helping a bevy of clients…
== > Pivot toward a “resource-based” marketing and communications strategy — Positioning them as “trusted resource” here to help
== > Develop an effective marketing communication approach — Creating messaging that highlights their positioning
== > Identify the best communication channels and tools — Determining the best way to “get their message out”
== > Leverage these channels to make consistent contact with their constituents — Consistently staying in touch and remaining highly visible
If this sounds like the kind of support your business could use right now, let’s rap! 310.466.7893 | ryan@ryananys.com
Talk soon!
