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Marketing in a Crisis: Help, Don't Hype

Updated: Nov 2, 2023

During a crisis, marketing your product or services can be a challenging task. You want to keep your business running and serve your customers, but at the same time, you don't want to appear opportunistic or insensitive.


The question arises: should you promote your services during a crisis?

The answer depends on whether your services can directly help those affected by the crisis. For example, if you offer disinfecting services during a pandemic, it may be appropriate to market them.



However, if your services are not related to the crisis, it may be best to hold off on marketing them until the situation has improved.


If you do decide to market your services during a crisis, it's crucial to do it in a sensitive way.


Here are some tips to help you achieve that:


Acknowledge the crisis - In your marketing messages, acknowledge the crisis and show empathy for those who are affected by it.


Be helpful - Focus on how your services can help people during the crisis. For example, if you're a therapist, you could market your services as a way to help people cope with the stress and anxiety of the situation.

Avoid fear-mongering - While it's important to acknowledge the seriousness of the situation, avoid using fear-mongering tactics to market your services.


Be flexible - Recognise that people's needs and priorities may have shifted during the crisis. Be flexible with your marketing approach and willing to adapt as needed.


Give back - Consider donating a portion of your profits to organisations that are helping those affected by the crisis. This can help show that you're not just looking to profit from the situation.



In conclusion, marketing your services during a crisis can be a sensitive and challenging task. However, if done in a thoughtful and empathetic way, it is possible to continue to serve your customers while also showing that you care about the well-being of your community.


Ines

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