What Agencies Should Do In Crisis Times.
I saw an update from an agency a week or so ago. It is a shop that I admire and respect. They published a white paper on what clients should do in these days of Global fears about Coronavirus. They were ahead of the pack and providing leadership.
I talked to the agency principal and he had been in touch with all of his clients assessing their situation. Providing collaboration. Trying to stay ahead of the curve.
That is what agencies need to do in crisis situations. Provide leadership, collaboration and advice. That is why clients have agencies. Trusted advisors in challenging times.
I talked to another agency and he said that his largest client was cutting advertising for the entire second quarter and it was not even the middle of March. We all know that advertising needs time to build so the client was effectively cutting marketing through the middle of the 3rd Quarter.
If you don’t advise your clients on their decisions they will use blunt instruments which are often crude and not well measured responses. In the majority of times they emotionally driven, based on gut and not fact based. We all know that in challenging times the first line item to get cut is marketing investment.
A key area where agencies can help is messaging. I saw a snippet of an ad last night for a wireless career but that’s all I needed to know. It was on target because its basic message said we help people stay connected. They know that in times like this the benefits of communication can overcome the irritation of high cell phone bills.
So what kind of messaging guidance should you provide? Certainly if your client is a closed retailer you aren’t going to tell them to increase their spend but what could you advise them on? What should they be posting on their site besides they are closed? What should consumers know before they open?
If I had a grocer as a client as soon as their supply chain comes on track I would tell them to have end aisle displays of toilet paper and water. Not only are they communicating a consumer benefit but a social benefit of calming fears for some people. I have seen grocers in many countries respond with Senior Only early store hours. Does that build goodwill for them? You bet. Emotions do drive admiration for a company and subsequent loyalty.
This is a good time for you clients to consider their non profit or community outreach activities. Encourage them to implement programs that may have social benefit aligned with this crisis. Donate to foodbanks. Fundraisers for healthcare organizations. Help for seniors who can’t leave their homes.
In crisis times if you don’t lead your clients you will follow them over the edge of the Clift. You will probably have to cut staff and follow the destiny of their poor thinking and not your own path.