These are unprecedented times and if you find yourself not really sure what the future holds - you are not alone. Over the past four weeks, we've watched as many organizations pulled back their marketing efforts, and we get it; now feels like a strange time to promote your brand. At Frances Roy, we like to ask "why" a lot - every day really and since we are working from home until this ordeal is over and we can't walk from office to office asking "why" - we are going to ask you instead. Are you pulling back your marketing efforts? If so, WHY?

In an effort to think differently, what if instead of tapping the breaks on your brand messaging, you hit the gas? We firmly believe there is an end in sight, if you're silent the struggle to regain the attention of your audience will be much more difficult those first few days and weeks out of the gate. Those brands with consistent marketing efforts throughout this time will be top of mind to their customers when the need for those products and services arises.

Although we recommend consistent communication with current and potential customers, your messaging should absolutely be altered in consideration of the times. Marketing expert Ann Handley says it best, "a crisis is not a time for Marketing to be clever or snarky. It's a time to be helpful and sincere. It's a time to build relationships, nurture customers, and create long-term loyalty." Your customers will remember how, when, and if you communicated with them at this time, think "people over profits" and they will never forget.

If your sales are down and decreasing your marketing spend is an absolute necessity, lean into tactics such as organic social media and email marketing. People are spending more time on their phones than ever before; give them something hopeful, inspirational, and uplifting to read or watch for the day!

Believe in the brand you've built and don't be afraid to ramp up your marketing efforts at this time. Comb through your strategic plan and adjust, improve, and position for the future, and share your efforts with our team - we love to share good news!