“Should we stop all our marketing?” – guidance for businesses during the mourning of Queen Elizabeth II

As the nation continues to process the death of Queen Elizabeth II on Thursday 08 September, many businesses will be wondering whether to continue with their marketing and wondering how to react publicly.

Some companies are leveraging the story for engagement and others are hoping brands, businesses and influencers make the right decisions when it comes to responding to the news.

Sarah Burden of Sarah Burden Media suggests companies postpone social media posts and newsletters for at least a few days and should consider their reputation to not seem uncaring or thoughtless with marketing activity.

Burden, a member of the Chartered Institute of Marketing (CIM), said: “Social media, your customers and prospective clients are quick to judge and slow to forgive, especially when the loss is so great.”

Burden adds: “It’s ok to pop a condolence post on your business pages and show you are a business that cares. You can even say publicly you won’t be posting for a few days.

“Make sure everyone in your business is advised on how you are dealing with the current situation. If you are the one that posts on social media, it’s a conversation you need to have with your manager or employer.”

Another New Forest business owner said: “I think each business should decide for themselves what is appropriate over the coming seven days.”

While big-name brands continue to post their tributes on social media, many people are not happy with the approach.

Thousands of comments and posts show social media users shock at brands choice of tributes.

Paris Hilton called Queen Elizabeth II “the original girl boss” and Ann Summers added a tribute message and image of the Queen next to their adult toys and underwear.

Reactions are contrasting for many accounts including Paddington Bear and Peppa Pig’s online tributes judging by the reaction of comments that follow the post.

Companies and organisations in the New Forest have also begun their own social media tributes.

New Forest District Council have confirmed Books of Condolence will be available at Appletree Court, Lyndhurst and Lymington Town Hall for residents to share messages and memories of Queen Elizabeth II.

Image credit: WikiImages from Pixabay.