Any self-promotional activity or attempt to grow business right now can harm the brand.
This piece recommends brands should focus on the greater good of society and find out ways how they can help others in the crisis. As this is not the time for a sales pitch, marketers can utilise it for enhancing brand reputation by creating content that is helpful in some way. For instance, dermatologists are offering remedies for chapped hands.
Marketers should utilise this crisis moment to engage one-to-one with their consumers and the world at large. Businesses should leverage social channels and investigate new or unused communication channels to expand their reach.
The author recommends brands should try sharing expertise via Reddit and explore channels like Twitter, LinkedIn and Instagram. But, businesses should avoid sending unnecessary emails.
[2 minute read]