The pandemic virus that is currently making it’s way around the globe is inevitably affecting everyone. As your member’s lives have been unexpectedly uprooted, so have their needs and desires. Businesses (and financial institutions) that can effectively pivot their marketing strategy are more likely to deal with the resulting recession effectively. Our article featured on CUES addresses this topic:
“As a marketer during a crisis, it can be easy to feel helpless. However, it is the marketer's job to recognize changing consumer behaviors and find new ways to engage with your members. Be proactive. Once the pandemic has ended, members will need messaging that inspires them to thrive in a newly formed economic culture. In everything marketers do, tone matters. Beyond the necessary content to inform employees and members during COVID-19, CU marketers should virtually aid the community experience. Global pandemics not only shift economies but cultures as well. Credit unions should take this opportunity to address the issue directly and with empathy. In early 2009, Coca-Cola created an “Open Happiness” campaign. The aim was to remind people of the simple pleasures in life, in this case enjoying an ice-cold Coke. The marketing campaign increased soft drink sales after the financial crisis of 2008 by creating an uplifting approach in a time when people needed hope and renewal in humanity.”
As our world continues to change, success can often feel out of reach. Let us give you a hand!
The full article is available here.