Creating a marketing strategy in times of crisis

What is a crisis and how does it affect business

Imagine you set out on a hike with enough food for three days, and suddenly a hurricane hits that lasts a week. The market during a crisis is that hurricane. All the usual rules fly out the window like old postcards, and you must survive knowing your resources are limited.

A crisis is like a tough teacher in the school of life: it tests your resilience and flexibility. While some complain that customers have “disappeared,” others change their approach and win.

Key challenges:

• Less money. Customers count every penny, and your marketing budget shrinks like a wool sweater in the washing machine.
• More competition. Everyone is fighting for the customer as if it’s the last spot on a crowded subway train.
• Psychological pressure. It affects not just you but your team as well. In a crisis, it’s crucial that everyone rows in the same direction, not against each other.

Here’s the twist: a crisis gives you a unique chance to spot your weak points. And if you approach the task wisely, it becomes your superpower. Because those who survive a crisis know how to hold steady even in a storm.

Marketing strategy reset: the first step to success

Imagine you’re a restaurant owner who has lost regular customers during a crisis. What should you do? Change the menu, lower prices, or search for new avenues? No, you should start with one thing: stop and review your strategy.

Remember, a crisis strategy isn’t just a set of ideas. It’s your map, compass, and backup plan in case the primary one doesn’t work.

Analyze the current state of your business

First, figure out where you are right now. Answers to simple but tough questions will give you a clear understanding:

1. Which sales channels no longer work?
2. Where are your customers currently spending their time and money?
3. What resources can be optimized without compromising quality?

Use the SWOT analysis method to identify your strengths and weaknesses. Plus, pinpoint where competitors are “squeezing” you.

Crisis management concept

It’s crucial not to panic. Your task is to focus on things that actually generate profit. During a crisis, it’s better to be like a laser than a scattered lamp. Concentrate on what delivers results and cut out the excess.

The “less is more” approach

It’s better to reduce the number of products or services but focus on those that are currently relevant. For example, if you sell cosmetics, concentrate on budget items and bundles.

Tip: communicate with your customers! Conduct surveys or gather feedback. In a crisis, it’s essential to listen to what your audience needs.

Key tools for crisis marketing

A crisis is like a puzzle: the right tools help you find solutions, even when it seems there’s no way out. In marketing, these tools are your trump cards, and using them effectively can significantly change the game.

Digital channels — your best ally

Have you noticed that during crises people spend more time on social media? This is your chance! But the key is not just to “be there” but to offer something truly valuable to your audience.

• SMM: share stories, for example, about how your product helped a customer solve a problem.
• Email marketing: use personalized offers. Emails with the subject line “We know how to help you save money” are opened twice as often as regular newsletters.
• Content marketing: write guides, host webinars, or create useful checklists — and people will start seeing you as an expert.

Tip: use free analytics tools like Google Analytics or Hotjar to understand where your customers “live” online.

Personalized offers — the secret to success

Nobody wants to be “just one of many.” During a crisis, people especially value a personalized approach. Imagine a customer visiting your website and seeing recommendations that perfectly match their needs.

Real-life example:

Amazon, a leader in personalization, adapted its recommendation algorithms during the COVID-19 pandemic. The company began actively promoting essential items such as household goods, hygiene products, and affordable gadgets for home offices. This led to a 20% increase in sales in these categories while strengthening customer loyalty.

Effective advertising on a minimal budget

In a crisis, every penny counts. Focus on cheaper but effective methods:

1. Social media targeting. Start with small budgets and test audiences.
2. SEO. It’s a long-term investment, but during a crisis, organic traffic can become your primary source of customers.
3. Collaborations. Partner with other brands for mutual promotion.

Real case:

When Ryanair faced a decline in demand during the pandemic, they focused their efforts on social media advertising targeting travelers planning trips for the recovery period. The campaign included offers with flexible booking conditions and short weekend tours. At the same time, Ryanair partnered with local travel agencies to create joint offers, such as “Flight + accommodation with up to 20% discount.” The result? An 18% increase in bookings in the regions targeted by the campaign.

How to attract customers when everyone is saving money

During a crisis, people spend money more cautiously, but that doesn’t mean they stop buying. They simply change the rules of the game: they prefer those who offer value, flexibility, and, most importantly, an understanding of their needs. Your task is not just to persuade but to become the one they choose among hundreds of offers.

Special offers: show you understand your customer

Discounts? That’s easy. But today, customers aren’t just looking for cheaper; they want smarter deals.

What can you offer?

• Combo packages: for example, a beauty salon offers a set of procedures with a discount on the second service.
• Installments: let people buy now and pay conveniently.
• Cashback: everyone loves getting part of their money back, even partially.

Real example:

During the pandemic, IKEA introduced an interest-free installment payment option for furniture purchases. This attracted more buyers looking to upgrade their homes for work or study. Result? Sales increased by 12% in the first quarter of the program.

Show your customers that you’re not just selling products but solving their problems in a convenient and accessible way.

Trustworthy relationships: be there during a crisis

Cold advertising is becoming less effective. Instead, customers want to feel a connection with the brand, especially when uncertainty is all around.

What works:

• Stories. Share how your team is coping with the crisis and how you support others.
• Expertise. Create simple guides or host free webinars — this works better than any banner.
• Honesty. If your resources are limited, say so. Customers appreciate transparency.

Real example:

During the pandemic, sportswear brand Lululemon launched a series of free online workouts on their social media. They also shared tips on healthy habits to help reduce stress. Result? Active followers on social media grew by 40%, and online store sales increased by 25%.

Sincerity and a willingness to help can become the key to long-term customer loyalty.

Emotions sell, even when money is tight

What’s more important to a customer: the product or the emotions it evokes? During a crisis, emotions win hands down. Think about why everyone loves the TV show “Friends” — it’s about support and warmth. Your business can become the same for your customers.

Ideas for emotional engagement:

• Share customer reviews about how your product improved their lives.
• Launch a campaign like “Stronger Together” to unite your audience around your brand.
• Let customers be part of your story — run contests or crowdsourcing campaigns.

Real example:

Ice cream company Ben & Jerry’s launched a campaign called “Sweet Togetherness” during an economic downturn. They shared customer stories about how their ice cream became part of family traditions or provided comfort during tough times. They also created special “positive” packs with discounts for friends and families. Result? A 22% increase in sales, even during the crisis.

Your customers will always remember how you made them feel. Use the power of emotions to build a connection that lasts.

The role of analytics and quick adaptation in a crisis

Analytics in marketing during a crisis is like a navigator in an unfamiliar city. Without it, you risk getting lost, wasting time and resources. But when the numbers work for you, decisions become faster, and results — more precise.

Use data, not guesses

Have you ever seen a chef taste soup to check if it needs more salt? The same principle applies to analytics: it provides a clear picture of what to “season” and what to leave as is.

Key metrics to keep track of:

• Conversions: how many customers complete a target action?
• ROI (Return on Investment): are advertising expenses justified?
• Traffic: what sources are bringing customers to your website?

Quick adaptation: think like a startup

A crisis is the time for experiments. It doesn’t mean acting at random, but trying new approaches is worthwhile.

• A/B Testing: try two different headlines for an ad and see which one performs better.
• Micro-campaigns: launch small initiatives to test audience reactions and scale only what works.

Real example:

During the 2020 pandemic, beauty brand Glossier quickly refocused its ad campaigns. They conducted A/B testing with two content formats: one focused on at-home care products, the other on beauty routines for video calls. Testing revealed that care products generated twice as many clicks. The brand swiftly reallocated its budget, launched a series of “quarantine kits,” and achieved a 35% increase in sales.

Make decisions quickly, but don’t rush to conclusions

In a crisis, you need to act fast, but remember: early results can be misleading.

• Rely on data, but complement it with experience and common sense.
• Don’t fear mistakes if they lead to the right solution.

Not all data is important. Focus on metrics that genuinely impact your business goals. Your goal is to understand your customers, not get lost in a sea of numbers.

Long-term lessons of a crisis for marketers

A crisis is like an intense workout: at first, you barely hold on, but over time you realize you’ve become stronger, more resilient, and ready for any challenge. While it brings many difficulties, its greatest advantage is the invaluable experience that helps you better prepare for the future.

Crisis as a growth point

If you’ve managed to survive a crisis, it’s already a testament to your business’s resilience. But instead of just “surviving,” think about how to turn it into a platform for growth.

1. Assess weak points: where did your business falter and why?
2. Explore new markets: perhaps you’ve discovered an audience you hadn’t considered before.
3. Train your team: crisis moments often reveal employee potential or highlight areas needing improvement.

Real example:

During the 2020 pandemic, coffee chain Blue Bottle Coffee faced a sharp decline in foot traffic and the closure of physical locations. Instead of scaling back, they pivoted to online sales. The company began offering coffee subscriptions and launched a series of webinars on home brewing. The result? In 2021, their online business grew by 70%, and the brand became even more popular among coffee enthusiasts.

A crisis is a challenge but also an opportunity to reassess strengths, find new possibilities, and lay the foundation for future growth.

Preparing for the next “storm”

Crises are not one-time events. The best strategy is to always be ready for instability.

• Build a financial reserve: even 10% of your profits saved monthly can become a lifeline.
• Automate processes: tools for analytics, CRM systems, and other digital solutions will help you react quickly to changes.
• Keep a finger on the pulse of the market: trend analysis, regular research, and competitor monitoring should become routine.

Crisis as an opportunity to shift approach

Remember, a crisis is a test of flexibility. Those who think outside the box, experiment, and embrace risks often emerge as winners. One well-known example: Netflix in 2008. While most companies were cutting expenses, they launched their streaming service. This step transformed not only their business model but also the entire entertainment industry.

Summary: crisis is a time for decisive action

So, what have we learned? A crisis can be destructive, but if approached wisely, it becomes a great opportunity. Key takeaways:

1. Understand customer needs and tailor your offerings.
2. Invest in personalization and trust.
3. Use analytics to act based on facts, not intuition.
4. Think outside the box and don’t be afraid to change your approach.

Remember, the main secret to success during a crisis is the ability to think several steps ahead and not fear making mistakes.

Start small: conduct an audit of your marketing strategy today. Write down what works and what doesn’t. And if you need help, reach out to experts! Marketing is an investment in the future of your business.