Marketing in uncertain times

By: Richard Michie

I’ve been speaking to lots of customers and friends who run businesses and there’s a lot of people who are unsure how to cope with keeping their organisation going at the moment.

So, the point of this post is to give some thoughts on how you can help your business, employees and your customers come through all this turmoil from a marketing point of view.

Firstly, when you’re making decisions, remember that this current situation won’t be here forever. The coronavirus outbreak is terrible, but it will pass, and there will soon be a vaccine to combat it meaning life can return to some kind of normality.

People are isolating now and are working from home where possible, but they still need services, products and help. It’s fair to say though, that the world is in shock and shocked people don’t need to buy fancy perfume or a new car (where would you wear/drive it anyway).

But this shock won’t last forever. The human race is generally a very optimistic thing and they’re always looking to the future.

I doubt very much that our future will be exactly the same as it was before all this, but that change will bring opportunity.

Those opportunities are already coming to light as people use online meetings, play remote games, and purchase online rather than in stores. Yes, the situation is bad, but life always returns. It finds the cracks and begins sprouting again.

So, what can you and your business do?

Be kind

The first thing is to be kind and help people where you can. That may mean giving more support than normal by either using your skills to offer a service you don’t normally offer or giving a testimonial for a client or colleague. One thing is for sure, kindness and understanding will be remembered when the dust settles. Remember, those profiteering companies who take advantage of the situation or treat their employees badly, will be the ones who struggle after this finishes. People have long memories.

Be patient

When the shit hits the fan, it’s easy to panic and make rash decisions. Take a little time to think through your actions. Is there something in the pipeline that may help? If you can afford patience, then use it.

Stay top of mind

No one knows how long all this will last, but one thing is guaranteed; those companies who stay visible, having an adapted marketing strategy, will be the ones customers look to when business returns. Staying visible and available are crucial. For this reason, you have to keep your marketing moving.

Go with the flow and adapt your plans

You will have to pivot and change your plans. That Easter Sale is probably out of the window now, but that can be a great opportunity too. People like to see a business that can think on its feet and adapt, so don’t be afraid of embracing it.

In my next post I’m going to talk about actions you can take right now to ensure your businesses marketing is in a good shape when things return to some form of normality.


If there’s anything we can help you with, please fill in the form below or call us on 0113 477 1210.

Interested in speaking to The Optimists?

Right from the beginning of our time working with The Marketing Optimist, they’ve taken the time and effort to get to understand Sharp Consultancy as a business and not just a client. We’ve seen a huge increase in the effectiveness of our social media strategy, particularly on Linkedin and we’re delighted with the impact it’s had on the business.

Jamie Caulfield

Regional Director, Sharp Consultancy

It was a pleasure to work with The Marketing Optimist on this project. It felt like a true collaborative effort on the day and they made the interviewee's feel at ease whilst talking about their journey on our RISE programme. The final video was professional and engaging, we have received great feedback around the quality and creativity of the case study. Including the video in our presentation made it come to life, with real humans sharing their stories, so thank you to the Marketing Optimist!

Hannah Prole

Impact Manager, Better Connect Limited

Case Studies


Marketing for Local Government

Moresby Hall Hotel

Hotel Rebranding

Sharp Consultancy

B2B Social Media for recruitment

The Edit LDN

Managing advanced eCommerce SEO

Better Connect

Digital PR and video production for events

Tango Networks

Marketing support for a global telecoms business

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