With the start of full-scale hostilities in Ukraine, the economy suffered a devastating blow, which also affected all markets. Psychological stress, unemployment, loss of sales markets, and even business, have changed the emphasis of both company activity and marketing communications. Should you advertise your goods and services during the war? We’ll try to answer this question further.
Clear definition of identity
The full-scale invasion has rallied Ukrainians and forced them to reconsider their partners, clients and contractors. The issue of Ukrainian identity has intensified. The state began to block the work of companies of Russian origin, and the origin and positioning of the company became important for all market participants. Ukrainians finally made their choice in favor of companies with Ukrainian roots.
Social responsibility
Business must be socially responsible. And not only in difficult times for the country and its citizens. However, Ukrainians are currently primarily paying attention to whether the company supports the Armed Forces, cares about the safety of its personnel, engages in volunteering, had ties with the aggressor country, and how it positions itself. At the same time, society is not interested in slogans, but in real actions and projects. It is the exact way that you can increase the trust of stakeholders and attract a loyal audience for the future.
Media presence
The presence of the company in the media space, in particular online, allows the business to remain in the field of view and to familiarize all interested parties with its corporate culture, services and activities. This reassures partners and customers, because they see that the business has adapted to new conditions and continues to work. The openness of all processes increases the trust and loyalty of the team and provides an example for other companies to follow or is a source for joining forces for a common goal.
Consistency in words and actions
A business should have an unambiguous position regarding the choice of partners and contractors. Volunteering and social projects to support the country's economy and population need to be talked about. This is important, because it brings you emotionally closer to the brand.
A company operating in the market should be useful. And it is not only the satisfaction of customer needs, which is always relevant. Currently, many Ukrainians are looking for a new job, mastering new skills or vectors of development. And companies can help them. Social networks and company websites are well suited for this. For example, you can create posts or videos with free consultations to support small and medium-sized businesses. This is also a good advertisement of the professionalism of your team, because often users share such links and thus advertise both your brand and your web resource in this way.
Marketing is always relevant, but you can promote your company and services in different ways. As a rule, unique and professional services, quality products, individual approach and loyal attitude to customers become better advertising in society than any loud slogans or banners around the city.
When building communication with your audience, it is important to remain honest and consistent. Values and responsibility have become the markers that show whether to trust a company or not.
