From the course: Marketing during a Crisis

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Trust is central

Trust is central

From the course: Marketing during a Crisis

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Trust is central

- When consumers are faced with uncertainty, they will gravitate towards brands they trust. Do you have your consumers' best interest in mind? Well how are you demonstrating that? The challenge with marketing during a crisis is that you have to focus on short-term changes that bring you long-term value. Gaming the system now will not create that long-term value. Everything from the way you treat your employees to the way you manage customer relationships is under scrutiny. It's easy right now to prioritize promoting low cost but high profit products, or skirting regulations, or forcing suppliers to discount, and so on. All of these business moves lead to a rude awakening later. None of it is creating trust or value. You will win in marketing by building trust. You may have business practices that need to be uprooted. You may need to issue statements about missteps in the past. You may need to bring employee concerns more…

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