Using the Crisis to Come Out Stronger

Using the Crisis to Come Out Stronger

Back in March, when the world stopped due to COVID-19, we slammed on the brakes at FATFREE. We examined everything we were doing in regard to spending. What were we paying for that wasn’t absolutely necessary? No more water for the water cooler! Cancel the IT support contract (after all, we were all virtual at that point). Stop all internal marketing efforts. The list goes on and on. We were scared. Businesses were shut down or severely slowed by the world coming to a screeching halt, so we felt we needed to keep our dollars deep in our pockets—because who was going to want to spend on marketing at this time?

A couple of weeks had passed and nothing much had changed. Our clients had gone very quiet, as they all were in the same boat as we were. I had a call with a consultant who plays the role of mentor and CFO for me. I let him know all that was going on (or, rather, all of the things we had stopped doing) and he immediately started talking about marketing—especially for ourselves—and why we needed to push forward if we expected to survive the crisis. He pointed to this Forbes article, Marketing During a Downturn, as something I should read and take seriously. He had been through a few economic downturns and really believed that marketing now will keep us top of mind with our current clients (and, potentially, new ones)—and that the data was out there to prove it. Marketing now would show that we are solid and we know what we are doing. And, during a time when everyone needs to digitally transform their businesses, we needed to let everyone know we could do that for FATFREE as well as our clients.

That’s why I thought it would be a good idea to share this article with our network. After all, it makes sense to us. It’s why we’ve pushed forward with our own marketing and it’s given us great peace of mind. I hope it does the same for you.