Wrapping up this four-part series on Marketing in Times of Disruption, it’s nearly impossible to effectively grow your reach without clearly communicating how your business, product or service can offer relief in the midst of the crisis.
Basic #4: Highlight how you can assist
In times of crisis, there are ways to offer assistance without being perceived as taking advantage of the situation. Let humility, discernment and empathy be your guide.
– Melody Belotte
Abraham Maslow’s Hierarchy of Needs is an excellent resource for any savvy marketer seeking to understand their audiences’ motivations and behaviors. In this pyramid, he breaks down human desires into three categories: basic needs, psychological needs, and self-fulfillment needs. Each level builds upon the next, meaning that basic needs (such as food, water, safety and security) must be met first before one considers reaching for more “felt needs” (such as a sense of prestige and accomplishment). In times of crisis, this hierarchy is especially relevant to businesses, as consumers are extremely resistant to make any purchases that do not directly support one of their basic physiological or safety needs.
So then, how can a business that offers a seemingly “non-essential” product or service survive in a crisis like COVID-19? Whether your primary business is selling perfume, landscaping or ink cartridges, there is always a way to assist in times of crisis. Here is a little bit of inspiration:
Creative production
Can you be creative with your resources to help meet any basic need during the crisis? As COVID-19 swept through the nation, many businesses shifted attention from their core product or service to meet a more relevant need. Instead of athletic clothing, Under Armour produced face masks; instead of whiskey, Sagamore Spirit produced hand sanitizer. On a local level, small coffee shops, restaurants and farmer’s markets contributed by donating food supplies to their health community. Look for creative ways your business can do the same. Any opportunity to offer assistance is an opportunity to demonstrate your commitment to your community.
Creative connections
Even if you’re unable physically connect your product or service to a basic need, you can psychologically connect to one of these needs with just a little bit of creativity. For example, children’s toys might easily be deemed as non-essential during a crisis, yet Lego’s campaign, #LetsBuildTogether, was a great way to connect their product with consumer’s desires for quality family time and productive, educational activities for children. Similarly, a local flower shop was able to position their product as a means to bring friends and families together during a time of extreme separation. When shared in a genuine, heartfelt way, creative connections like these can serve as a reminder to why your company was formed in the first place – to help people.
In summary, a crisis like COVID-19 can put tremendous pressure on small business owners and entrepreneurs. If marketing isn’t your sweet spot, it’s easy to become overwhelmed and overthink what’s required to effectively reach your audience during times of disruption.
My recommendation? Simplify. Revisit the basics. Identify your blindspots. And above all else – operate with empathy, humility and kindness.
For more insights and inspiration on this topic, check out my upcoming speaking schedule or subscribe to my email list below.
