Marketing in a Time of Crisis

By Karen Nardozza, Moxxy President and CEO

“The pace of change and the threat of disruption creates tremendous opportunities.”

Former CEO of AOL Steve Case was speaking to a technology conference when he said that in 2015. Who could’ve predicted how fast our world would be changing in 2020, and it’s continuing to change daily, if not hourly.

The world has never seen a situation that has caused such rapid and dramatic disruption to our way of life. Food is essential, but the COVID-19 pandemic has created tremendous challenges—and opportunities—for the fresh food supply chain. Some companies have seen sales spike, while others have seen them all but disappear. Some struggle to find labor or trucking, while others are focused on trying to move perishable products from a food service warehouse to a retail distribution center before it goes bad. Everybody is reacting and dealing with the immediacy of the moment. As. We. Must. Do.

At the same time, there is reason for optimism. It might take weeks, it might take months, but the virus will run its course and life and business will return to “normal”. It will be a new semblance of normal, but people will travel again, restaurants will open, and trade shows and meetings will resume. And throughout it all, people will continue to eat.

It’s hard to plan for tomorrow when you don’t know what it will look like and you are dealing with the urgencies in this moment, but companies that make decisions and take actions today with a view towards the future, will come out stronger. That’s what these messages are going to be about.

Over the next weeks and months, I’ll be sharing ideas on actions you can take today to market and remain relevant, while also preparing for a stronger tomorrow. I’ll provide thoughts on how you can market and build relationships without tradeshows, how to effectively and appropriately use social media, and how to remain true to your brand while delivering authentic messages that don’t make you appear callous or tone-deaf (we’ve all seen some of those lately). That’s just the start.

I hope you’ll engage, contribute and ask questions. In the meantime, stay safe and take a deep breath before you answer that next call or read that next email. Together, we’ll get through this.