GOOD WORKS – here are some examples of companies and organizations doing it right during the COVID-19 pandemic.
We took a close look at of some local businesses, non-profits and global brands who efforts were able to acutely focus and pivot on immediate need for their clients, they are the winners.
CASE STUDY: DIOR
The headline says it all regarding their ability to pivot in time of crisis.
CASE STUDY: Verizon
Global telecom giant Verizon creates compassionate appeal to their consumers who are negatively impacted for COVID-19. When is a customer is experiencing hardships they will waive late fees for 60 DAYS and will not terminate service to a customer who’s been impacted by the Coronavirus.
CASE STUDY: A Precious Child
Outreach to supporters via email marketing soliciting immediate need to the under-served community for hand-sanitizers, bathroom tissue for families and infants.
Sponsor a ‘Cleaning Kit’ for a family with one month of supplies
Create an Amazon ‘Wish List’ so donors can easily click and ship supplies
Drive-thru drop off for hygiene supplies
Disclaimer that they are modifying their efforts to focusing on emergency kits on hygiene and needs and not taking any clothing needs at this time.
CASE STUDY: Fitness in the City
Fitness in the City (FITC), a local gym located in the Golden Triangle and Five Points experienced a mandatory shutdown with the recent COVID-19 pandemic. It didn’t keep their members from staying active. FITC sendS regular email announcements with updates for their members. Their most recent post included 2020 FITC Quarantine Challenge. Starting Thursday, March 19th, daily workouts will be available online.
Every day at 6am a workout video will be posted on Instagram. Members are encouraged to complete on their own time or you can join a live-stream at noon (daily). Since their facility is closed, they will be offering to loan out their equipment of kettle Bells and dumb bells in an attempt for their members to keep up with normal workouts. Members are able to use FITC’s equipment at no charge during the mandatory quarantine.
Follow FITC on Instagram
Marketing Do’s and Don’ts During COVID-19
During this nerve-wracking time, it’s normal to have fears. If you are a small business or nonprofit, you might be worried about going out of business or having to lay off employees. You might also be afraid of saying the wrong thing to your customers — or even of saying anything to your customers.
As Laura Belgray of Talking Shrimp said in a recent email:
“Commerce is not un-compassionate.
(Unless we’re talking about buying up all the Purell and hawking it for the price of Petrossian caviar.)
An economy depends on buying and selling. If you don’t make money, you have none to buy with, and then someone else doesn’t make money.
Let’s keep the economy humming.”
We agree that it’s so important for small businesses and nonprofits to continue to thrive as they are often the foundation of our communities.
Silver Spur is partnering with Perfect Pulse to
offer FREE marketing consulting to help sustain your organization during
this unprecedented time
And we also want to give businesses the permission needed to continue generating revenue to support the community. But marketing has changed and it’s important to make sure you don’t alienate your supporters or customers by coming off as callous — or failing to communicate clearly.
DO acknowledge the pandemic in all marketing messages
Don’t make your customers choose between compassion and consumerism.
If you are a business, why not partner in a meaningful way with an at-risk small business or nonprofit to give back to the community? You could use your social media platforms to highlight immediate needs in the community or highlight an organization doing good.
If you are a nonprofit, we suggest holding off on non-pandemic related asks or solicitations. Rather, we suggest focusing any solicitations on immediate needs that directly relate to COVID-19. For example, you might request donations for hygiene products, medical care or housing help for at-risk groups. If your services don’t directly relate to COVID-19, make an ask on behalf of another organization that does.
DON’T avoid communication
It’s important to keep people abreast of your COVID-19 responses and to let the public know how you are caring for your customers and employees during this time.
Here are some ways to ensure everyone stays updated:
- On your website, add a webpage titled “Corona Response” that details any changesOn your website, add a website-wide banner that links to your “Corona Response” webpage
- Update any changes to business hours in your Google Business Listing
- Make sure to communicate updates across all platforms: social media; website; email; voicemail messages; etc.
It can be easy to fall into isolation — especially when social distancing is a mandate. But there are many online options to easily connect with customers or employees for free, including Google’s Meet and Zoom.
DO find ways to help your customers
Consider offering free online shipping like REI and others if you usually have an in-store option. If you are a gym or yoga studio, consider offering fitness classes online.
Think outside the box to find ways to meet customers in their homes!
DO explore ways of helping the community
Focus on your strengths to find a way to pivot to address current needs. For example, in France Dior is now manufacturing hand sanitizer. But you don’t need to change your entire business model to do good — such as how food delivery apps are waving their delivery fees to offer incentives for TAKE OUT and delivery for local restaurants. Or follow in the footsteps of others and donate a percentage of each gift card sale to a pertinent nonprofit.
In conclusion, it’s best to remember we are all stronger together! Let’s all do our part in supporting our community during this difficult time.
Want to learn more? We’re offering FREE marketing consulting to small businesses and nonprofits in partnership with Pulse Perfect Consulting. Diver deeper with us for historic models for continued success.
This content was created by Pulse Perfect Consulting and Silver Spur Marketing.