During my weekend reading, I had an opportunity to consider what happened during The Great Depression – and its permanent effects on those who endured it – alongside the current pandemic. The comparison was chilling. With my optimistic bias, I take comfort in today’s Marketing Week article from the illustrious Mark Ritson, who uses groundbreaking analyses of depressions and recessions to back up this headline: The best marketers will be upping, not cutting, their budgets. “It may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.” (Source: http://bit.ly/upad2020).
Whether or not your job is officially considered “essential,” each of us must spirit onward in this new order, to protect our livelihoods, families and communities. Here are five articles offering vital information that can boost your knowledge and ensure your actions reflect expert advice.
1. Three Steps to Surviving and Thriving in a Crisis
I’m a huge fan and student of Blair Enns, who is the CEO of Win Without Pitching, and the author of “The Win Without Pitching Manifesto” and “Pricing Creativity: A Guide to Profit Beyond the Billable Hour.” Blair published this thoughtful story back on 17 March, to help us all understand the steps we can take to not only survive, but actually position ourselves to win during this volatile era, and in the aftermath.
2. SMTLive Recaps Mindful Marketing: Adjusting Your Tone During A Crisis
In last week’s edition, I spoke about Industry Dive’s Social Media Today publication, which is providing coverage on digital marketing, featuring up-to-date information on specific social media tactics and platforms, and much more. As mentioned, its focused SMT Twitter chats occur on Tuesdays, with recaps like the above appearing soon thereafter. Visit https://twitter.com/socialmedia2day on 7 April to take part in the next chat.
3. PR Doubles Down on Coronavirus Communications Efforts
William Comcowich is Interim CEO and Board Member for Glean.info, which provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media. This insightful article published on Business2Community.com cites a study underscoring the vital importance of organizational communication in response to COVID-19. It also summarizes communication tactics being used by top-tier organizations – and points to numerous examples.
4. How internal comms are steering brands through the coronavirus crisis
Steve Hemsley is a journalist, podcaster, media trainer and presenter, as well as being a frequent contributor to Marketing Week. Although non-subscribers can only read the introduction to this article, I’m sharing it to highlight this key point from the subheading: “During this time of crisis, internal communications teams are stepping up to help manage the message for brands, support employees and boost morale.”
5. ‘Be helpful’: How marketers are adapting their messaging to a fraught environment
Digiday’s Marketing Editor Kristina Monllos covers a lot of ground in this article, demonstrating today’s proactive marketing activities called for in the introduction above by Mr. Ritson. Emphasizing relevance, timing and tone, it’s another great clinic we all can study to mindfully persevere in the days ahead.
