Should you really be marketing right now? Yes.
2020 might be the best year in the history of memes. So much has happened in the first six months of this year that I legitimately forgot that – just about five months ago – we were talking about World War 3. From a pandemic to a major movement for racial equity to murder hornets, we’ve seen it all. And, with much of the country still in various degrees of lockdown, a lot of businesses and entrepreneurs are wondering, “Should I really be marketing right now?” In a word, yes. Just not the way you were marketing back in 2019.
Your message matters
First, with historic unemployment levels, people are hurting right now, financially and otherwise. That doesn’t mean they aren’t going to buy your product or use your service. You might have what people need to start a side hustle. You could free up a little of their time to find their next great job. You might even help them land that job or keep the kids busy while they work from home.
The key now is to reposition (pivot!) your company and your message. Instead of thinking about how much you can sell right now, think about how much you can help. How does your product or service help your customers right now? What can you do for them?
Stand behind your story (walk the walk)
Over the last couple of years, I’ve seen a lot of talk about whether businesses should take political stances. Some people would have you believe that Nike was on a one-way road to bankruptcy when it launched its Dream Crazy video and campaign. I don’t see Nike hurting too much these days. The general consensus seems to be that more and more people (hi, fellow millennials and Gen Z-ers) appreciate a company that takes a stand for humanitarian movements. But, at the same time, something rings a bit false when companies with extremely white C-suites make #BlackLivesMatter posts.
I’m not saying that you have to replace all your C-level executives, but consider how you can walk the walk as well as you talk the talk. As you brainstorm marketing relevant marketing campaigns, consider how you can stand behind the story you tell. As an example, Workday has made Juneteenth an official company holiday. Other companies have taken similar steps by giving employees the day off to vote or partnering with Black-owned businesses to amplify Black voices.
Historically, businesses that focus on smart, sensitive marketing during an economic downturn will always come out ahead of those that pull back from marketing efforts. But you can’t just do the same thing you’ve always done with your marketing strategy. Lead all of your marketing efforts with questions about how you can help and how you can authentically align your marketing with your values and your customers’ values. You’ll set yourself up for success – now and beyond this crazy year.
And, as always, if you’re feeling lost or you need some help telling your brand’s story, I’m here for you. Let’s talk.
