In brief: Crisis marketing adjusts a company’s offer, priorities and communication during a sudden change in the market or operations. It must not conceal the cause of the crisis or replace crisis management.
How I use Crisis marketing in practice
With Crisis marketing I first name the audience, situation and single change the message should cause. I choose evidence and format according to where the person will see the message, not personal preference for a channel. Before publishing I check that the main meaning survives shortening, a small display and removal from context.
What to watch out for
A common mistake is copying the form of a successful campaign without understanding the situation. With Crisis marketing, context, distribution and the next step all matter. An idea without the capacity to respond and deliver its promise may add a problem for the company.
Questions for a decision
- Whom exactly does the message help, and in what situation?
- What single meaning should the person take away?
- Which evidence carries the main promise?
- How will we capture a quality response and what follows?