Business success in the time of Coronavirus: tips on how you can weather the storm

The Drum 25 Mar 2020 01:14
By Matt Andrews-25 March 2020 13:14pm

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Rocketmill offer optimistic advice for marketers looking to navigate the Coronavirus pandemic.

During the Coronavirus outbreak, we will be sharing thoughts and ideas with our clients every week, about how we can work together to meet the marketing and business challenges that Coronavirus has created. While people’s health and wellbeing is the number one priority, the success of businesses will determine if those same people will have jobs to come back to. Helping our clients weather the storm and emerge intact is the subject of these posts, we hope you find some value in them.

Information about how the government expects us all to behave is changing on a daily basis. How we respond to this dire situation will define us as people, businesses and brands.

People are feeling anxious, worried, panicked, scared.

Over the coming months, people will feel disconnected and isolated. Especially the elderly, those that live alone and those that have suffered financially.

Aside from physical and mental health, there are economic concerns for people: Will they be able to pay rent? Will they be able to feed their families? Will they have a job to go back to when all this is over? From a business perspective these feelings are universal for leaders, managers and their staff.

For companies, how they look after their people is of paramount importance. They should be honest and transparent with their employees about the situation and reassure them that the priority is to keep their jobs and the company going. Fostering a culture of ‘being in this together’ helps and providing the technology to ensure that employees stay connected and able to do their jobs remotely where possible, essential.

For brands, although the situation we are in is unique, the fundamental strategic question is the same as it has always been:

In fact, the current situation only amplifies the relevance of this question.

How can [your brand name] be of most value to [your target audience] during the current crisis?

We are already seeing examples of this altruistic behaviour in action:

These initiatives do not need to be complicated. Every contribution helps. For many companies the biggest and most important contribution will simply be the continued supply and distribution of their products to those most in need.

It’s our responsibility to see our people right, through the crisis, and out the other side.

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