In a crisis situation subject to rapid change, CMOs need a proactive plan to adjust and adapt how they lead their teams, speak to their customers, and manage their brands.
Customers may never know how a company’s finance or HR department responds to a major unpredicted event, but marketing sits center stage, its moves reflected in every ad campaign, message and channel. You set the tone for how customers perceive the brand during a difficult time.
Taking the right actions and finding the right message can be challenging, especially in a fast-changing situation. All companies should operate with integrity and trust even as they come under pressure from a swiftly evolving situation. Those with a product or service well-suited for difficult times must, meanwhile, tread lightly, lest customers think they’re exploiting tragedy.
“Long before the coronavirus emerged, consumer trust in both government and large brands had eroded.”
“Among marketing’s greatest challenges is foreseeing how customer wants, needs, expectations and purchasing decisions will evolve,” says Augie Ray, VP Analyst, Gartner. “Customers themselves won’t know until COVID-19 infections, fears and restrictions occur in their workplaces, locales and lives.”
Marketers shouldn’t wait for problems to develop or the market to point in a clear direction before making plans and taking action. Instead, follow a four-step action plan to define scenarios, monitor customers and plan for marketing changes.
— Read on www.gartner.com/en/marketing/insights/articles/adapt-the-marketing-strategy-for-covid-19
Check out this article from USA TODAY:
Apple Watch, Fitbit as first line of defense? Tests expand on whether wearables could predict coronavirus
Data from millions of mobile phones shows varying behavior across the United States in May as people responded to the loosening of stay-at-home orders, a Reuters analysis shows.
Americans returned to parks, restaurants and gas stations first. In most of the country, though, people continued to stay away from bars, fitness centers and religious institutions, which remain closed in many areas, according to the analysis of anonymized smartphone data from SafeGraph.
— Read on www.oann.com/smartphone-data-shows-americas-cautious-comeback/
Hurricane Dorian: Palm Beacher and pilot Gary Lickle flew one of first civilian reconnaissance missions into storm-ravaged Bahamas this week.
An error at the Shuiyun Water Park’s wave pool left dozens of visitors injured. See the video
— Read on digg.com/video/wave-pool-malfunction-china
In a moment that could have been truly terrifying, Atsuko Okatsuka somehow kept the crowd laughing.
— Read on digg.com/2019/earthquake-comedy-set-atsuko-okatsuka
This visualization shows how devastatingly widespread the aftermath of the Chernobyl disaster was in 1986.
— Read on digg.com/2019/chernobyl-radioactive-cloud-animation
Journalists have more freedom, more reach, and more ability to inform than ever before — but those advantages bring an even greater responsibility to the public.
— Read on thehill.com/opinion/white-house/417921-the-greatest-threat-to-american-journalism-the-loss-of-neutral-reporting
See my latest weekly news broadcast that leads off with active-shooter police and paramedic training in the Palm Beach Public School. Officers are trained to go in alone and take out the threat and not wait for backup that’s on the way. Yes, the officers did catch some rounds from the bad guys. Would you have the guts to go?
Civic Association News – R. Michael Brown, Writer | Producer [3:56]