Striking the right tone during a health crisis is a unique marketing challenge. Protecting staff and clients while continuing to deliver outstanding service and meeting production deadlines means thinking of novel ways to conduct business and changing long-standing practices.
Working closely with HubSpot, InVerve recently cancelled the quarterly HubSpot User Group scheduled for March 19 to protect the health and safety of HubSpot users and Lansing-area marketers.
As of March 13, 2020, Michigan has 16 confirmed cases of Coronavirus 2019, according to the Michigan Department of Health and Human Services. More are expected in coming days despite a host of events being cancelled and postponed in an effort to slow the spread.
Officials urge caution as scientists continue to learn more about this new virus and how it spreads. The primary goal now is to slow its spread. People are advised to practice individual precautions such as regular hand-washing and self-isolating if they develop symptoms of respiratory illness.
The Centers for Disease Control and Prevention is urging businesses to encourage employees to remain home if they are sick, to conduct regular office cleaning and review or update continuity of operations (COOP) and crisis plans.
Positive Marketing Messages
As marketers, we are always looking for ways we can spread positive messages to keep employees and clients healthy and productive. Below are recommendations to keep business humming along while keeping everyone safe:
- Send an email to your clients about any changes to your operating hours, event cancellations or delivery schedules.
- Use your website to broadcast these changes to the general public.
- Your email signature is a great way to reinforce a healthy practice, such as handwashing. The CDC offers free downloadable posters in multiple languages that can adapted to a graphic.
- Create a unique fist bump or elbow touch greeting to avoid handshakes.
- Review remote working tools with staff so they can remain in contact with clients and vendors.
- Remind your staff to stay home if they have symptoms such as a fever, a cough or shortness of breath. Review policies regarding remote working or sick leave.
- Review your continuity of operation or crisis plans with staff and make any updates needed. Even if the plan is never needed, the act of preparing will make you feel better and can minimize business disruptions.
- In very fluid situations such as this, rely on official sources for information. Here are two: