From the course: Marketing during a Crisis
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- When an unplanned and unfortunate situation unfolds, you must immediately evaluate all of your outstanding marketing efforts. Your marketing campaigns are likely planned out in advance. You have ads running, emails and social posts scheduled to send, upcoming events, and so on. With almost the same level of urgency as deploying your crisis communication, you need to determine what marketing must stop. An ill-timed email campaign, TV spot, or social post can have your brand looking insensitive and tone deaf. A misplaced marketing message can hurt your bottom line worse than pausing campaigns while you reassess the landscape. And this is hard. You're balancing a financial impact with brand value, and you might find yourself stuck with differing opinions from leadership. Even if your marketing messaging is safe from being misconstrued, you still have to weigh the severity of the situation. Are you giving off the…
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