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Handling a crisis: Is it Fight or Flight?
Crisis Management Marketing: How to Navigate Business Challenges
As Britain faces a national crisis with the Coronavirus, organisations are taking urgent action to adapt their business operations.
The decisions made by directors and business owners over the coming weeks are likely to shape the future of their company.
Understanding Crisis Impact on Marketing
Never before has it been more important for leaders to avoid knee-jerk reactions that could damage their company. Short-term actions can have serious unintended consequences, and a cool head and pragmatic approach are essential.
The welfare and health of our population is the Government’s top priority, but it is expected that the health crisis will pass in a relatively short space of time. The social and economic impact is likely to be with us for considerably longer, and remaining ‘open for business’ is more important now than ever.
Economic Factors and Consumer Behaviour
There is no question that we will face an economic roller coaster. Thankfully, the Government is responding positively and pumping an initial £330 billion into the economy with further unprecedented steps to stabilise the economy and support businesses. Allowing companies to postpone tax payments, providing grants and cutting business expenses (such as business rates for small firms) will all help in the coming weeks. Banks will announce a raft of support measures to UK businesses shortly.
What’s more, individuals are spending much more time at home. Suddenly, people are reminded that their home is their castle, a safe place for them and their family. Many will re-evaluate their priorities. Holidays, cruises and travel plans are unlikely to be on the shopping list.
At the same time, without the manic day-to-day lives we usually lead, people are spending much more time watching TV, listening to the radio and browsing online.
Strategic Response: Fight vs Flight in Marketing
During times of crisis, businesses face a fundamental choice: maintain visibility and continue marketing efforts, or retreat and wait for better times. Historical evidence suggests that companies that maintain strategic marketing during downturns often emerge stronger.
Sector-Specific Strategies
For retail businesses, while enquiry levels will slow down, those companies who are most visible and most proactive will emerge as the winners, signing up all the business that is available and keeping the wheels turning until the situation improves. Those who panic and go into ‘lockdown’ will be at most risk from failure.
For B2B suppliers, it is important to remain visible. With more time on their hands, trade customers are more likely to see marketing communications and have the opportunity to review products and suppliers.
Maintaining Visibility During Crisis
The current crisis is likely to escalate further before getting better, but those leaders who remain calm, see the bigger picture and stay visible for customers at this difficult time will emerge better equipped to bounce back.
Key Principles for Crisis Marketing
- Maintain consistent communication with existing customers
- Adapt messaging to reflect current circumstances
- Focus on value rather than aggressive sales tactics
- Monitor competitor activity and market opportunities
- Prepare for recovery with strategic planning
Long-term Recovery Planning
Crisis periods, whilst challenging, often present opportunities for businesses that maintain strategic thinking. Companies that continue to invest in marketing and customer relationships during difficult times frequently gain market share and build stronger foundations for future growth.
Building Resilience
Successful crisis management requires balancing immediate survival needs with long-term strategic positioning. This includes maintaining brand visibility, adapting to changing customer needs, and preparing for the eventual recovery phase.
Professional Crisis Management Support
Purplex is committed to supporting our customers and keeping the wheels turning. Our team can work remotely with no interruption to the day-to-day running of the business, and with strong technical abilities and significant resources, we are working harder than ever to ensure our clients remain visible and communicate the right messages, adapting offers and incentives where required.
Our Crisis Management Services
During challenging times, professional marketing support becomes even more critical. Our comprehensive services help businesses navigate uncertainty:
- Crisis PR & Communications – Strategic messaging and reputation management
- Digital Marketing – Maintaining online visibility and lead generation
- Creative & Design – Adapting marketing materials for crisis communication
- Marketing Consultancy – Strategic guidance for crisis navigation
- Web Design & Development – Updating websites for crisis communication
Get Crisis Management Support
Don’t let crisis derail your business. Professional marketing support can help you maintain visibility, adapt your messaging, and position your company for recovery.
For organisations that want advice or support on managing marketing activity during difficult times:
- Phone: 01934 808132
- Contact Form: Get in touch here
- Email: info@purplexmarketing.com
In times of crisis, strategic marketing decisions can determine your company’s future. Let our experienced team help you navigate challenges and emerge stronger on the other side.
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