From the course: Marketing during a Crisis
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The need for information
- Uncertainty is uncomfortable. It makes us crave information, and this creates a shift in our behavior. We'll spend more time looking for updates, checking and rechecking news outlets, and awaiting new details. Your brand is positioned somewhere amidst this uncertainty in any crisis. Your consumers are now looking to your brand to answer the question, how will this impact our relationship? The impact shows up in whether they can still make purchases how you're protecting their safety, what disruptions they can expect and so on. Now for a large company, the responsibility to craft this messaging, usual lands in the corporate communications department. But for a small company, well this typically falls on whoever manages marketing. And if this is becoming your responsibility, then you must get rid of the adage that less is more. Now is the time to be detailed, descriptive, and thorough in your messaging. You must…
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