a single source, nothing corroborates it

Give it away in a crisis, do not discount it

When something bad happens to your market, a discount reads as opportunism and a gift does not. The examples that worked were outright: comped accounts for first responders and public health staff, free access for students, a large pledge to small businesses. Only claim a point of view on the moment if you were already known for that subject beforehand, and do not push an internal transition story out through email, forums and paid ads.

The method

1. 01

   If the product is genuinely relevant, give it away to the affected groups outright, or give money, rather than discounting.

2. 02

   Only claim a point of view on the moment if you were already known for that subject before it happened, and do not push an internal transition story out through email, forums and paid ads.

What it returned

• $100

  Cited as done well: a $100 million small business pledge, comped accounts for first responders and public health workers, free access for students.

Sources

• How to not be a shitty marketer during a global pandemicChris Frantz · chrisfrantz.com · 2020-03-20