The Covid-19 pandemic is making it tougher than ever to make a sale. Customers are slashing budgets and postponing projects, and purchase decisions traditionally made by managers require executive approval. Breaking the veil of indecision and uncertainty requires a decisive sales strategy.
In a crisis, speed is everything. Here are some action-steps to a create a crisis communication plan in response to the coronavirus.
Corona beer’s brand is in trouble. 38% of Americans wouldn’t buy Corona beer because of the coronavirus. How crises impact brand names.
There is a tension between purpose and growth. Volkswagen lost sight of its purpose in its pursuit of growth, and its brand is in a crisis.
Don’t get defensive when you have offended. Take criticism at face value, and apologize genuinely. Simply, graciously apologize. Acknowledge the mistake, and learn from it.
Malaysia Airlines launched and pulled a marketing campaign called, My Ultimate Bucket List. It was a brilliant campaign, but entirely inappropriate following the loss of Flight 370 and Flight 17 being shot down over Ukraine.
Hudson Union Street Guest House has destroyed their brand. A failed social media policy created a media crisis on a global scale. They fined guests $500 for negative reviews on Yelp, and the story became viral. The only option left is to rebrand.
Trust takes time. It takes years to build, but it can be broken in seconds. In May, 2009 Toyota was voted the most trusted brand in Canada by Readers Digest. Now where are they? Less than a year later, their customers' trust has been severely damaged as they...
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