Good morning: Reset, reassure and recover

What should you do when the products or services you are marketing simply aren't available?

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Good morning, Marketers, and what’s the strategy for engaging customers when the products or services you’re selling are temporarily unavailable?

In speaking recently with Tourism Ireland, and hearing about how they retooled their approach when travel became impossible, three important stages came into view. Luckily, they also begin with “R” for easy recall.

Reset: Acknowledge the situation transparently.

Reassure: Communicate that the product or service will be back up soon.

Recover: When delivery is back up, nurturing those customers you successfully retained in the top funnel during the crisis back through the newly recovered sales channels.

The Recovery will depend on how effectively you execute the first two R’s.

Chris Wood,


Quote of the day: “It’s insanely easy to share out TikTok content to any DM platform or SMS. The concept that you need to try and keep people on your site/in your app is outdated and leads a negative user experience. Stop gatekeeping, make it easier for people to share.” Christine Johnson, marketing strategist

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About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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