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  • Heather Massiello Dinho

An Open Letter to Marketers:


Dear Marketing {insert your title here},

How your company reacts during this difficult time will determine your success long after this crisis has faded away. Your current communication with your customers and prospects is key right now. Most companies by now have sent some sort of email to their database with how they are proceeding with the impacts of COVID-19. If you were not one of the first companies to issue a statement last week, chances are your message was sent straight to the trash bin along with the statements of 50+ other companies that day and every other day since.

Right now we (speaking for all markers here) need to be providing content to our customers, prospects, friends, and family that is both human and helpful. Are you sending a blanketed email or are you giving hope and creating a personalized experience? This is not the time to be selling yourself but extending yourself and the mission of your company. Follow up with your database. Engage with your followers. A display of genuine concern will build a lifetime relationship with your brand.

As a consumer, I now cringe when I see an email come over with a Coronavirus position statement. You have long missed the boat and are just jumping on the latest trend (Insert: “I saw Cady Heron wearing army pants and flip flops. So I bought army pants and flip flops”.) All is not lost. Here is what you can do; offer your audience something they need. What are they looking for? What would you want to receive? If your research shows your audience is worried about a financial crisis, perhaps don’t send an email out offering BOGO on jeans. Send along an article from a trusted financial institution or publication with money-saving tips. Offer up an extension to your return policy. Be relevant and timely, treat me like a human! Act like you’re my mother who genuinely wants to know if I am holding up ok (but please if I don’t respond right away, don’t blow my phone up with calls and emails – I am looking at you too here Mom!). We all just want to be ok and you reaching out in a helpful way is what consumers need right now. We are not sure how long this will last, but we need to make sure that as marketers, we are still building relationships that will surpass this crisis.

To those that are reading this, I hope you are ok! I hope the stress of this current world has not overwhelmed you. We are all in this together.

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