Where does your brand fit in a world that’s in shock?
Do you continue with marketing as regular? Do you address the war? Do you stop posting or emailing all together?
Can you even sell at this time?
What do you do?
What’s your responsibility as a business owner?
What can you do with your influence right now?
Feb 24th has left the world at large baffled. And among them a lot of businesses and marketing people not knowing what to do next. Many had campaigns scheduled or up and running, and some have been caught off guard with an inappropriate marketing message.
It’s not easy for a business owner to make a decision with a clear head right now. You are human too, and you are probably going through some levels of uncertainty and fear.
So, here’s a quick action plan to help you figure what to do with your marketing during times of war, like the current invasion of Ukraine.
Step 1:
* Look at your scheduled posts and emails.
Make sure you’re not sending the wrong message (like a celebration message in the middle of chaos, or launching war-related sweets <- it actually happened).
Even if you didn’t intend to hurt somebody’s feelings, but your message still comes across as inappropriate, please don’t argue with your audience.
Apologize without being arrogant, take the post down.
* If you are running promotions, you could either reposition your message to address what’s going on or pause them all together.
I would suggest pause them. Your audience’s focus is elsewhere.
Fear makes us all go into resource guarding, which means people are going to be more careful about how they invest their money right now.
Step 2
* Be empathetic. Be a human being.
Yes, you are scared. Everyone is. Fear makes you do stupid shit. So before you allow fear to make a decision for you, step back, take a deep breath, look at that fear, where does it come from?
* Provide help, information, hope.
Help to those in need. Accurate information to your audience. Give them hope that no war is forever.
Step 3
* You’re probably not going to like this. But as a business owner you have a responsibility to your audience.
You’ve been there for them when things were good, but you’re going to disappear the moment it gets tough? Don’t let fear decide for you. Own it up and show up as an empathetic leader.
Your audience has questions. Help them find the answers.
Your audience has fears. Help them navigate those fears.
Your audience might look up to you for answers.
Even if you don’t have them, be honest.
Tell them:
“It’s scary. But we’ll find answers together. What do you need right now? How can we help you?”
The world needs hope, guidance and empathy.
Please step up.
STEP 4
Be a guiding light
In times of crisis, people naturally turn their attention to people they can trust. They become more philosophical and accepting and search deeper in their souls.
Because of this, you want to be the brand waiting for them with open arms when they come running. Your audience will be looking for non-judgemental emotional leadership they can lean on to weather the storm when things get tough.
If you use an online reputation service, follow their recommendations. Set yourself up as a sage in a time of crisis. Avoid the temptation to take the usual neutral corporate stance. Followers need guidance.
Being a guiding light helps your customers re-establish a connection with the future they imagine is lost. It gives them hope and keeps them playing the long game.
#solidaritywithukraine