How are you marketing during COVID-19?

When I was preparing the Mayo Wynne Baxter marketing strategy for this year, I did not factor in a global pandemic taking a side swipe at the economy. I bet I was not alone.

I’m quite proud of my firm’s response to the crisis. We put the safety of our people and our clients’ first when we shut our offices, and we quickly adapted to working remotely. Internally, communication has been great with regular updates from the Chief Exec and externally we have definitely changed tack with our messaging.

Alas, not all of my marketing peers have followed suit. Some have not read the mood of the nation very well and have plowed on promoting goods and services that, in some cases, are completely insensitive.

For example, in February we were being advised to not touch our faces and in March KFC launched a campaign to re-ignite their ‘Finger Lickin’ Good’ slogan. The ads feature people in the act of licking their fingers post meal. KFC rightly pulled the campaign but not before the Advertising Standards Agency received 164 complaints.

Those brands and businesses that get their messaging wrong could see a backlash and long-lasting negative impact. So, if you are planning on advertising your business during this crisis then think carefully about what you are promoting and how you are promoting it. My recommendation is that you only promote goods or services that are particularly helpful to customers during the current crisis.

At MWB we have looked closely at what we can do to be of additional help to our clients and those that might be in need during lockdown, and we launched three initiatives.

The first was our Key Worker Discount Scheme. The current situation is not one that any of us thought we would have to face but there are thousands of people across Sussex working extremely hard under difficult conditions to keep the rest of us safe. We are very appreciative of all that these key workers are doing in the face of this pandemic, they are true heroes. Whilst we know that no amount of thanks will really convey our appreciation, we wanted to show our gratitude in whatever way we can.

The second was Here to Help. During the current lockdown, there may be many people across Sussex who feel they have no one to turn to for support, particularly those that are isolated, vulnerable, or elderly. Our legal advisors are used to dealing with problems for our clients sensitively and respectfully, and so we thought that perhaps we could help.

We asked all our clients if they needed any help with anything (not necessarily a legal issue) or just fancied a chat. This wasn’t about chargeable legal work; it is about offering genuine help to those that might need it.

The response has been brilliant. Whilst most clients thought it was a lovely gesture, many took us up on it. For example, one elderly client who lives on her own has become a bit of a ‘pen pal’ and likes to talk about her gardening exploits, whilst another was having trouble trying to find out who to talk to regarding an insurance problem. We were able to help. It’s not legal work, but it is help and support that our clients appreciate.

The latest initiative is our Lockdown Family Law Advice Clinic. We know that when relationships breakdown and emotions run high it can be difficult to know what is for the best, particularly during the current lockdown. So, we wanted to offer those in that position a way to chat with one of our friendly family law specialists for free. Knowing that it can be difficult to get the space and time to talk, we offered options to be contacted by phone, video call and even WhatsApp. We also made our team available at any time and not just during normal office hours.

I’m sure that many of you reading this will be offering ways to help your clients already, if not I hope you give it some thought. To reach for an overused cliché, ‘we are all in this together’ so support your clients, don’t just sell to them.

Jason Edge, Mayo Wynne Baxter