From the course: Marketing during a Crisis

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Marketing to the new consumer

Marketing to the new consumer

From the course: Marketing during a Crisis

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Marketing to the new consumer

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- Your marketing strategy must change. The playbook that you're running is no longer going to work, it's just not. Look, part of the job in marketing is being ready to pivot, adapting to change. But I won't lie, this is an entirely new situation and it's not going to be business as usual in two weeks. Right now, the sales cycle has been upended and it's going to take time to evaluate the right strategy moving forward. For now, I have three steps for you to take. Start by focusing on maintaining the relationship with your current customers. You have to set aside sales goals for now. Companies that emerge from this will do the right thing, and this may mean letting customers out of their contracts. You need to be putting out messaging that is reassuring. Second, your marketing theme needs to move from features and solutions to ethics. Now is not the time to talk about the value you provide. You need to talk about…

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