Under the current difficult situation, should we stop all marketing activities? I have this question in the past few weeks. And, I haven’t had the time to answer it. So, I try to answer this question today.
One thing for sure, we should stop all promotional activities. It’s disrespectful to our customers and to the situation to do promotions right now. We should save marketing spends until the situation is back to normal.
However, we should not disappear from our customers. We should ‘stay on top of mind’ and make ourselves useful. We should engage with customers by
- offering updates about the situation
- providing tips that add value to their daily life
- entertaining them in an appropriate way
- keeping them dreaming about the world after the crisis passes
That’s what we should do.