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How to build marketing resilience in a crisis

Updated: Aug 17




Why the worst thing you can do right now is nothing…

Let’s be clear, this is a crisis and it’s probably a crisis the likes of which most of us have never seen and never wish to see again. The natural inclination for most organisations faced with the ultimate economic downturn is to cut everything back, hunker down, preserve cash, wait for the storm to pass and then rebuild. It’s natural, it’s rational and it’s wrong.


The Covid-19 crisis is touching everyone deeply, but it will pass and we will recover. To come out the other side match fit you need to be doing these 4 things right now.


  1. Being kind, thoughtful and sensitive to the needs and wants of your customers. At the end of this, no one will remember what you did, they’ll remember how you made them feel. You’ve got to make them feel like you care, which means you’ve got to be nimble, empathetic and talkative...

  2. Staying front of mind, so when you do put your foot back on the accelerator you’re not starting from a standing start. Friction is the enemy of sales, so keeping the wheels turning through the crisis is key. Again, you’ve got to keep communicating, engaging and talking – even if they’re not buying or listening.

  3. Trying to pull sales forward wherever you can. Cash is king in a crisis, so figuring out how you can bring pipeline forward and keep cash flowing through the business is critical. This means getting creative, making offers, doing deals and working your pipeline of customers effectively.

  4. Figuring out how the global ‘rewiring’ that is happening in front of our eyes is going to change your business and put plans and strategies in place to ensure you are prepared for the brave new lean-orientated world that’s waiting for us.


The absolute worst thing you can do right now is nothing. The companies that came out of the GFC with the fewest scars were the ones that invested in their customers and their business during the worst of it and came out fighting. This is no different, however counter-intuitive it may feel right now.


If you’ve realised you need to do something and need some help, we can help. We’ve created Proxi SMART, a 12-week programme, designed specifically to help NZ tech organisations navigate their way through the crisis. It’s expert marketing input available at an affordable price on a highly focused basis. Find out more in our blog here.


If you are not sure what to do or where to start, get in touch with us, we're here to help... contact us




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