8th April 2020

Creativity & marketing in a time of crisis. 

Creativity & marketing in a time of crisis.

Creativity is essential during this crisis and it’s more important than ever that we use it to inform and educate our customers.

Tips, tactics & techniques.

Brands that are acting fast and delivering creative solutions with empathy and compassion will leave a mark that will be remembered long after this crisis comes to an end. That’s why we all need to explore how creativity can help us to remain relevant and helpful to our customers during this difficult time.

We hope you find our marketing tips, tactics and techniques useful to bring some balance and future focus to your business.


1. It’s good to talk.

However you choose to deliver it, regular communication to your customers and audience is more important than ever before. Inform them of the actions you’re taking to mitigate the current effects of the situation on you, your team, your business and theirs.

What can we do?

  • Develop a communications strategy to inform your customers of the continued actions you’re taking.
  • Update your website as this is the first place customers will visit. If you’re still an operational business, create a landing page and demonstrate everything you’re doing to keep your business running as normal.
  • Take to social media and develop a range of video posts designed to reiterate your message and link them back to your website or dedicated landing page.

78% of people watch online videos every week, 55% watch every day.

2. Consider calm.

This isn’t a time to panic, it’s a time to be proactive, it’s time to reassure and demonstrate how you have everything in place to offer the same great service and address businesses concerns and challenges.

What can we do?

  • Develop a creative communication within a personalised email to speak openly about the situation and share solutions you have implemented.
  • Demonstrate your infrastructure and operations to suggest how your systems, processes and communication systems support your team to continue to deliver a quality and efficient service.
  • If you have key workers providing crucial services, demonstrate the steps you’re taking to ensure the safety of your team and your customers.

3. Optimise your optimism.

In such uncertainty, a positive mindset can sometimes be tough, however forget about all of the things you can’t control and focus on what you can. Take control of the situation, your team’s morale and your business’s actions and think about what you can do to help your community.

What can we do?

  • Reach out to a local cause that you feel passionate about. Is there an opportunity to support and collaborate with other businesses in your area to add value?
  • Engage with your community and join other groups on social media to help provide support to the most vulnerable, whether that’s financial, goods, products or simply your own time.
  • Acknowledge your team through your outgoing communications and celebrate them as they continue to go above and beyond for others.

4. Stay credible.

This isn’t a time for a brand and business to be opportunistic, it’s not a time for any form of a hard sell. Most businesses will have seen a lull in new opportunities, due to the shift in priorities for others. Trying to exploit the situation will only damage the perception and credibility of a brand and business.

What can we do?

  • We all want to sustain our business during this difficult time, but it’s important how you go about it and position your brand.
  • Talk to your customers. You’ve built up these relationships for a reason, so in difficult times like these you can continue to communicate honestly. Find out how you can continue to support them and add further value.
  • Research your local business community online via LinkedIn and look to see where you can help and potentially start positive conversations with new prospects.

The UK has over 28 million LinkedIn users, with over 30 million companies represented globally.

5. Find the right voice.

Encourage businesses that sell retail products or services to think innovatively when they speak to their customers. Now’s the time to choose the right tone and focus in on what they can offer customers that is relevant to our current situation.

What can we do?

  • Consider which products or services that your business offers can be relevant and helpful to your customers current situation and needs.
  • This is a time for empathy and compassion, how can you do this responsibly? How can your brand also give back and support the larger community?
  • Example – Amazon have focused on advertising books, as well as physical media such as blu-rays and console games due to the amount of free time people have.

6. Creative juice.

Now’s not a time to play it safe, we’re all out of our comfort zone, so now’s the time for creative problem solving. Think creatively about all of your challenges. How can you deliver the same great customer experience? How can you keep team morale up? Thinking outside the box is key.

What can we do?

  • Create a daily vLog on YouTube and share it on your social channels that alludes to not only your customers’ concerns but also your teams, we’re all in this together.
  • Talk about the solutions and daily challenges you’re all facing, then inform them of everything you’re doing to mitigate these challenges.
  • Deliver these videos over each of your social channels, each day, creating transparency with your customers and your team. Consistent content builds brand and business credibility.

7. It’s ok to be fun.

During this emotional and difficult time, having fun is more important than ever, so don’t be afraid to have some. It’s important to make yourself and others laugh because morale and positivity has never been more important.

What can we do?

  • Utilise social channels for what they were built for. You and your business. Create content featuring you, your team and business that projects your sense of humour along with your team and business culture. Have fun and make someone laugh, you’ll often find it’s the simple things we all relate to.
  • Don’t be afraid to share the funny content you discover from others, you’ll be surprised just how much engagement you can get. We all want to find a reason to laugh during this difficult time and tasteful humour is ok.

Humor has universal appeal. Content that is truly viral is almost always funny.

8. Human nature.

Brands and businesses create personas to enable them to express their values and behaviours. Now’s the time for more transparency and to remove some of those conventions and find creative ways to demonstrate the more human side of your business through your team.

What can we do?

  • Create a live webinar and invite your partners, give your team an opportunity to talk about what they’re doing and empower them to discuss their challenges.
  • Develop a podcast, invite your customers, team and partners to take part and talk about how you’re all working collaboratively during this period.
  • Encourage your team to share daily social updates with your customers about your individual challenges.

9. Future foundations.

No one quite knows the long-term effects of this current situation and when it comes to an end, things could be different than before. That’s why as a business it’s important that we stay positive, keep our teams strong where we can and continue to plan for the future, exploring scenario plans and strategies so your business is ready to go.

What can we do?

  • Plan for the future together. Take stock of everything you’re doing as a business to mitigate the current circumstances, think about the challenges you’ve faced and what you’ve already overcome.
  • Discuss how this has strengthened your business and how you plan to communicate this using your website, social channels and email platforms.
  • Be prepared to hit the ground running once this all comes to an end and think about your evolving marketing strategy now in preparation.

If you require any further assistance or advice please contact us.
Author: Our dedicated team here at Cygnus