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These are unprecedented times we are in. While we’re all struggling to make ends meet, business does have to go on. How do you know what is appropriate and what is not? I have a friend who said the other day, “I feel so grateful to have a job right now, but when your job is marketing and no one wants to hear from you, it’s a real challenge.”

Amen, sister. 

The good news is you can still market during a crisis. The bad news is someone will find it offensive and light you up. There are some guiding principles by which to live as you decide what and how to market.

That’s what we talk about in this week’s Spin Sucks podcast episode. 

Five Guiding Principles to Market During a Crisis

I know it feels weird to market right now—and some of you may have bosses or clients who are dictating what you say and how you say it, no matter the climate.

I am going to give you five guiding principles to help you figure out what will work and what needs to stay on the shelf.

1. What is the context? Is your message right in the current context? Keep abreast of what’s happening in your or your client’s local markets to help you decide.
2. Does it still make sense? If the answer is no, postpone it. You’ll be able to come back to it when things get better.
3. Is the creative appropriate? Don’t overthink it, but do take a step back and ask yourself if the creative is appropriate in the moment.
4. Which products or services do you support right now? Are there products or services that are better served with your marketing right now, even if they are not your core product or service? Think about switching your marketing messages to support products or services that make sense in this time.
5. How can our brand be helpful? This is the most important way you can market right now. Focus on being helpful to your clients and community over immediate profits. People may not remember what you did, but they will always remember how you made them feel.

If you can answer all five of those questions, and tweak your messaging to match, you can market in this environment.

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Resources

• How to handle agency business development during the COVID-19 crisis
• PESO Model Certification

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio