Communication Strategies in the face of the coronavirus pandemic
The pandemic is a time of dynamic changes and constant challenges for the brands, that is why we publish strategic reports as a part of the “Advertising in the time of plague” series. Their aim is to help calibrate communication and actions during this difficult time.
The first report is called “Communication strategies in the face of the coronavirus pandemic”. Published soon after restrictions were introduced, it advises how to communicate during this time. The second one, “100 predictions. What the future holds” seeks to answer the questions of what is ahead of us and how we can get ready for this frequently mentioned “New Normal”.
Advertising in the time of a plague - Part 2 (ENG) DDB Warszawa
100 predictions what the future holds
The pandemic is a time of dynamic changes and constant challenges for the brands, that is why we publish strategic reports as a part of the “Advertising in the time of plague” series. Their aim is to help calibrate communication and actions during this difficult time.
The first report is called “Communication strategies in the face of the coronavirus pandemic”. Published soon after restrictions were introduced, it advises how to communicate during this time. The second one, “100 predictions. What the future holds” seeks to answer the questions of what is ahead of us and how we can get ready for this frequently mentioned “New Normal”.
After months of deliberation, the World Health Organization has
declared COVID-19 a pandemic. As it seemed clear for quite some time, the virus will likely spread to most (if not all) countries on the globe. However, actions can still limit its impact.
Mundo Offshore - Coronavirus update - Luigi Wewege article (English)Luigi Wewege
The world is already facing financial, social and personal security issues on an ever increasing scale. The Coronavirus is yet another challenge in this plethora of attacks on personal and financial freedom, so the experts of Mundo Offshore have decided to prepare a report. This report is intended to give advice so you can prepare yourself for the upcoming challenges that you will have to face both in a financial and a personal sense.
How to compatibilize the health problems of the population with the economy p...Fernando Alcoforado
This article shows how to tackle the health problems resulting from the Coronavirus pandemic and make them compatible with the problems of the economy that will lead to a major recession in countries and globally.
Advertising in the time of a plague - Part 2 (ENG) DDB Warszawa
100 predictions what the future holds
The pandemic is a time of dynamic changes and constant challenges for the brands, that is why we publish strategic reports as a part of the “Advertising in the time of plague” series. Their aim is to help calibrate communication and actions during this difficult time.
The first report is called “Communication strategies in the face of the coronavirus pandemic”. Published soon after restrictions were introduced, it advises how to communicate during this time. The second one, “100 predictions. What the future holds” seeks to answer the questions of what is ahead of us and how we can get ready for this frequently mentioned “New Normal”.
After months of deliberation, the World Health Organization has
declared COVID-19 a pandemic. As it seemed clear for quite some time, the virus will likely spread to most (if not all) countries on the globe. However, actions can still limit its impact.
Mundo Offshore - Coronavirus update - Luigi Wewege article (English)Luigi Wewege
The world is already facing financial, social and personal security issues on an ever increasing scale. The Coronavirus is yet another challenge in this plethora of attacks on personal and financial freedom, so the experts of Mundo Offshore have decided to prepare a report. This report is intended to give advice so you can prepare yourself for the upcoming challenges that you will have to face both in a financial and a personal sense.
How to compatibilize the health problems of the population with the economy p...Fernando Alcoforado
This article shows how to tackle the health problems resulting from the Coronavirus pandemic and make them compatible with the problems of the economy that will lead to a major recession in countries and globally.
Difference between a pandemic, an epidemic, endemic, and an outbreakBarryAllen149
The distinction between the concepts “pandemic,” “epidemic,” and “endemic” is typically dimmed, also by medical specialists. Because the definition of each term is liquid, and it varies as diseases become more or less prevalent over time. In conversation, maybe this is less important to know the exact definitions but to understand the overall condition of public health news and responses you should know the concepts.
Stay Updated on the Latest Worldcoronaviras Cases and Prevention MeasuresMohamed Aswad
In this blog post, we will discuss the spread of coronavirus, the preventive measures that we can take to protect ourselves, and how to stay informed on the latest cases in the USA. By the end of this post, you will have a better understanding of the virus and how to protect yourself and your loved ones.
3 best reasons that describe Will There Be a Next Pandemic? | The Lifescience...The Lifesciences Magazine
Here are 3 best reasons that describe Will There Be a Next Pandemic? ;
1. What role does climate change play in the next pandemic?
2. How do we monitor for the next outbreak?
3. How do we prepare for the next pandemic?
Emergency management 11
Emergency Management
Abstract:
In the month of December, 2019 there was outbreak of pneumonia with unknown reason in Wuhan, China. Wuhan is the center of attention because of the respiratory disorder cause by a virus called Corona and also known as Novel COVID – 19. Validate the existence of this virus was also diagnosed in Wuhan. Then it start spreading all over the world due to the social gatherings. It ultimately take thousands of people towards death. Then after its huge destruction a final step of lockdown is taken up by the government of each country. The animal-to-human transmission was presumed as the main mechanism. It was concluded that the virus could also be transmitted from human-to-human, and symptomatic people are the most frequent source of COVID-19 spread. The virus-host interaction and the evolution of the epidemic, with specific reference to the times when the epidemic will reach its peak.
Introduction:
There is scanty knowledge on the actual pandemic potential of this new SARS-like virus. It might be speculated that SARS-CoV-2 epidemic is grossly underdiagnosed and that the infection is silently spreading across the globe. There are no comparable analogies to corona virus. This virus is not like any of the other epidemiological threats that have emerged in recent decades; it is less fatal but much more contagious.
Distribution of cases by the following:
· Time: The outbreak of 2019 novel coronavirus disease (COVID-19) was first reported on December 31, 2019.
· Place: the epidemiology of 2019 novel coronavirus disease (COVID-19) in a remote region of China, far from Wuhan, we analyzed the epidemiology of COVID-19 in Gansu Province
Explanation of the research topic (corona virus):
As the outbreak of coronavirus disease 2019 (COVID-19) is rapidly expanding in China and beyond, with the potential to become a world-wide pandemic, real-time analyses of epidemiological data are needed to increase situational awareness and inform interventions. The current most likely hypothesis is that an intermediary host animal has played a role in the transmission. Identifying the animal source of the 2019-nCoV would help to ensure that there will be no further future similar outbreaks with the same virus and will also help understanding the initial spread of the disease.
Numerator (cases of corona virus):
Deaths divided the total of deaths plus recoveries. In early days because of the exponential increase new cases significantly outpace recoveries. You’re dividing by new cases but the numerator hasn’t had a chance to catch up to the death toll yet to be associated with those cases. If you look at COVID 19 on Feb 17, you get the 2% number only if dividing by total cases. If you look vs recovered cases, it’s 13%.
The WHO’s fatality percentage, announced March 17, 2020, is based simply on the number of deaths g.
The presentation covers known Variants Covid -19 of medical importance and the second wave Covid - 19 that hit in India. The factors that led to the abrupt raised number of cases in a short time.
Coronavirus Unmasked - Biosecurity and Medical FascismAndrew Johnson
In this presentation, we will go through the evidence relating to the history and planning of the alleged COVID-19 Pandemic and how it fits in with a wider, more longstanding globalist agenda. We will look at how the UK Govt. has lied and committed crimes in relation to the measures it has implemented.
Slide 004 - Andrew’s Activities re COVID-19
https://cvpandemicinvestigation.com/
https://cvpandemicinvestigation.com/covid-19-investigation-report-challenging-the-narrative-pandemic/
https://cvpandemicinvestigation.com/2020/09/covid-19-evidence-of-fraud-medical-malpractice-acts-of-domestic-terrorism-and-breaches-of-human-rights/
Slide 006 - Swine Flu (2009) – Looking at Evidence
https://vimeo.com/25624580
Slide 018 - WHO Advisory Checklist - 1
https://www.who.int/csr/resources/publications/influenza/WHO_CDS_CSR_GIP_2005_4/en/
Slide 020 - Swine Flu – Retrospective Review
https://www.telegraph.co.uk/news/health/swine-flu/7865796/Swine-flu-killed-457-people-and-cost-1.24-billion-official-figures-show.html
Slide 021 - Swine Flu Vaccine?
https://www.bmj.com/content/362/bmj.k3948
Slide 024 - WHO Dunnit…
https://www.detroitnews.com/story/news/world/2020/03/11/declares-virus-crisis-now-pandemic/111415246/
https://www.bbc.co.uk/news/world-africa-51720184
https://www.opride.com/2017/05/11/case-director-general-candidate-tedros-adhanom/
https://www.theburningplatform.com/2020/04/04/the-crimes-of-tedros-adhanom/
Slide 025 - Who Planned it…??
https://hub.jhu.edu/2019/11/06/event-201-health-security/
https://www.youtube.com/watch?v=AoLw-Q8X174
http://www.centerforhealthsecurity.org/event201/about
https://www.bloomberg.com/features/2020-china-wuhan-pollution/
Slide 026 - Someone is worried about Dissent…
https://ec.europa.eu/info/live-work-travel-eu/health/coronavirus-response/fighting-disinformation/identifying-conspiracy-theories_en
Slide 028 - Dr Neil Ferguson’s “Scare” Model
https://www.imperial.ac.uk/media/imperial-college/medicine/sph/ide/gida-fellowships/Imperial-College-COVID19-Europe-estimates-and-NPI-impact-30-03-2020.pdf
https://www.ecdc.europa.eu/en/covid-19/data-collection
https://www.washingtonexaminer.com/news/imperial-college-scientist-who-predicted-500k-coronavirus-deaths-in-uk-revises-to-20k-or-less
https://lockdownsceptics.org/code-review-of-fergusons-model/
https://twitter.com/neil_ferguson/status/1241835454707699713
https://www.vaccineimpact.org/resources/VIMC_orgchart_2017.pdf
https://www.mirror.co.uk/news/politics/professor-behind-coronavirus-lockdown-plan-21979710
Slide 030 - UK – COVID-19 is NOT an HCID…
https://cvpandemicinvestigation.com/wp-content/uploads/2020/08/Letter-JVT-March13th_Open_Government_Status-.pdf
Slide 031 - UK Government Posts Statement
https://www.gov.uk/guidance/high-consequence-infectious-diseases-hcid
Sorry - no more space!
What Exactly Are World Coronavirus.pdfPeterYarrow4
Coronavirus is a serious health concern that has been affecting countries all over the world. While it is important to stay informed about the latest news and developments, it is also important to understand what exactly coronavirus is and how it is spreading. I
President Cyril Ramaphosa 12 July addressSABC News
President Cyril Ramaphosa says despite huge concern about the escalation in coronavirus cases, government has decided that the country will remain at Level 3 of the lockdown.
Managing Coronavirus FearsThere are important health reasons t.docxwkyra78
Managing Coronavirus Fears
There are important health reasons to tamp down excessive anxiety that can accompany this viral threat.
By Jane E. Brody
April 13, 2020
Covid-19, the invisible enemy now bearing down on 328.2 million Americans, is tailor-made to induce fear and anxiety, prompting both rational and irrational behavior and, if the emotional stress persists, perhaps causing long-lasting harm to health.
We’re staring down an alien virus our bodies have never before encountered and which we are currently unable to control. There is no vaccine yet available to prevent Covid-19 or drug proven effective to fight the illness, limiting our ability to protect ourselves. So we buy reams and reams of toilet paper because it’s something we can do to give us a feeling of dominance over a force that threatens to overwhelm us.
“There’s never been a time in modern human history when every person is seriously worried about the same thing at the same time,” said David Ropeik, a consultant on risk management and former instructor in risk communication at the Harvard School of Public Health. And there’s never before been a ubiquitous threat that can be so instantly broadcast to a world of 7.8 billion people.
“We’re being inundated with a constant flow of scary information that overwhelms our ability to be dispassionate,” said Mr. Ropeik, author of “How Risky Is It, Really? Why Our Fears Don’t Always Match the Facts.” “Our brains are screaming to give the coronavirus more weight, challenging our ability to recognize that most people are actually at low risk.”
As with other calamities, it’s the bad news that gets the most attention, not the apparent fact that most people who become infected develop no symptoms or only mild ones and recover fully within a week or so.
Compounding a sense of doom for some people is their inability to evaluate risk and the fact that what is an acceptable risk for one person is intolerable to another. Following the terrorist attacks on Sept. 11, 2001, many people were afraid to fly and instead drove thousands of miles, incurring a far greater risk to life and limb yet instilling a feeling of control with their hands on the wheel and foot on the gas.
“A risk we choose seems less dangerous than a risk that is imposed on us,” Mr. Ropeik observed.
Not that it’s inappropriate to feel anxious about the risk we all now face, especially if that distress reminds us to be diligent about social distancing, avoid physical contact with people who do not share our household, wash our hands often and well and keep them off our faces and out of our eyes.
But while a certain amount of worrying can help motivate you to protect against possible exposure to the virus, compulsively reading or tuning in to the bad news about Covid-19 throughout the day is unlikely to enhance your emotional or physical well-being.
There are important health reasons to tamp down excessive anxiety that can accompany this viral threat. We have a built-in physiologic.
http://antycovid.ddb.pl/
Od naszego pierwszego raportu, poświęconego reakcji marek na wybuch pandemii, minęły dwa, niezwykle intensywne miesiące. W tym czasie dynamika pandemii pozbawiła nas komfortu tworzenia długofalowych planów, a doświadczenia z jej pierwszych tygodni nauczyły spoglądać poza horyzont z jeszcze większym zainteresowaniem. Dlatego główną część naszego raportu zajmuje 100 predykcji na temat tego, co może się zmienić. Podzieliliśmy je na najważniejsze obszary: społeczny, polityczny, globalny, ekonomiczny, biznesowy i marketingowy. Stworzone przez nas predykcje mogą być drogowskazem w czasach, w których, zgodnie z 95. predykcją z raportu, koniecznością będzie długofalowa elastyczność funkcjonowania w nowej, zmiennej rzeczywistości.
Reklama w czasach zarazy Cz. 1 (PL) (wyższa rozdz.: ...DDB Warszawa
http://antycovid.ddb.pl/
Strategie komunikacji w obliczu pandemii koronawirusa.
Pandemia to dla marek czas dynamicznie zmieniającej się sytuacji i nieustannych wyzwań, dlatego w jej trakcie publikujemy kolejne raporty strategiczne w ramach serii "Reklama w czasach zarazy”. Ich celem jest pomoc w kalibracji komunikacji i działań w tym trudnym okresie.
Pierwszy z raportów to „Strategie komunikacji w obliczu pandemii koronawirusa”. Opublikowany przez nas w pierwszych dniach restrykcji podpowiada, jak komunikować się w tym czasie. Drugi, "100 predykcji, czyli co przyniesie przyszłość”, próbuje znaleźć odpowiedź na pytania co przed nami oraz jak przygotować się na tak często wspominaną Nową Normalność.
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Difference between a pandemic, an epidemic, endemic, and an outbreakBarryAllen149
The distinction between the concepts “pandemic,” “epidemic,” and “endemic” is typically dimmed, also by medical specialists. Because the definition of each term is liquid, and it varies as diseases become more or less prevalent over time. In conversation, maybe this is less important to know the exact definitions but to understand the overall condition of public health news and responses you should know the concepts.
Stay Updated on the Latest Worldcoronaviras Cases and Prevention MeasuresMohamed Aswad
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3 best reasons that describe Will There Be a Next Pandemic? | The Lifescience...The Lifesciences Magazine
Here are 3 best reasons that describe Will There Be a Next Pandemic? ;
1. What role does climate change play in the next pandemic?
2. How do we monitor for the next outbreak?
3. How do we prepare for the next pandemic?
Emergency management 11
Emergency Management
Abstract:
In the month of December, 2019 there was outbreak of pneumonia with unknown reason in Wuhan, China. Wuhan is the center of attention because of the respiratory disorder cause by a virus called Corona and also known as Novel COVID – 19. Validate the existence of this virus was also diagnosed in Wuhan. Then it start spreading all over the world due to the social gatherings. It ultimately take thousands of people towards death. Then after its huge destruction a final step of lockdown is taken up by the government of each country. The animal-to-human transmission was presumed as the main mechanism. It was concluded that the virus could also be transmitted from human-to-human, and symptomatic people are the most frequent source of COVID-19 spread. The virus-host interaction and the evolution of the epidemic, with specific reference to the times when the epidemic will reach its peak.
Introduction:
There is scanty knowledge on the actual pandemic potential of this new SARS-like virus. It might be speculated that SARS-CoV-2 epidemic is grossly underdiagnosed and that the infection is silently spreading across the globe. There are no comparable analogies to corona virus. This virus is not like any of the other epidemiological threats that have emerged in recent decades; it is less fatal but much more contagious.
Distribution of cases by the following:
· Time: The outbreak of 2019 novel coronavirus disease (COVID-19) was first reported on December 31, 2019.
· Place: the epidemiology of 2019 novel coronavirus disease (COVID-19) in a remote region of China, far from Wuhan, we analyzed the epidemiology of COVID-19 in Gansu Province
Explanation of the research topic (corona virus):
As the outbreak of coronavirus disease 2019 (COVID-19) is rapidly expanding in China and beyond, with the potential to become a world-wide pandemic, real-time analyses of epidemiological data are needed to increase situational awareness and inform interventions. The current most likely hypothesis is that an intermediary host animal has played a role in the transmission. Identifying the animal source of the 2019-nCoV would help to ensure that there will be no further future similar outbreaks with the same virus and will also help understanding the initial spread of the disease.
Numerator (cases of corona virus):
Deaths divided the total of deaths plus recoveries. In early days because of the exponential increase new cases significantly outpace recoveries. You’re dividing by new cases but the numerator hasn’t had a chance to catch up to the death toll yet to be associated with those cases. If you look at COVID 19 on Feb 17, you get the 2% number only if dividing by total cases. If you look vs recovered cases, it’s 13%.
The WHO’s fatality percentage, announced March 17, 2020, is based simply on the number of deaths g.
The presentation covers known Variants Covid -19 of medical importance and the second wave Covid - 19 that hit in India. The factors that led to the abrupt raised number of cases in a short time.
Coronavirus Unmasked - Biosecurity and Medical FascismAndrew Johnson
In this presentation, we will go through the evidence relating to the history and planning of the alleged COVID-19 Pandemic and how it fits in with a wider, more longstanding globalist agenda. We will look at how the UK Govt. has lied and committed crimes in relation to the measures it has implemented.
Slide 004 - Andrew’s Activities re COVID-19
https://cvpandemicinvestigation.com/
https://cvpandemicinvestigation.com/covid-19-investigation-report-challenging-the-narrative-pandemic/
https://cvpandemicinvestigation.com/2020/09/covid-19-evidence-of-fraud-medical-malpractice-acts-of-domestic-terrorism-and-breaches-of-human-rights/
Slide 006 - Swine Flu (2009) – Looking at Evidence
https://vimeo.com/25624580
Slide 018 - WHO Advisory Checklist - 1
https://www.who.int/csr/resources/publications/influenza/WHO_CDS_CSR_GIP_2005_4/en/
Slide 020 - Swine Flu – Retrospective Review
https://www.telegraph.co.uk/news/health/swine-flu/7865796/Swine-flu-killed-457-people-and-cost-1.24-billion-official-figures-show.html
Slide 021 - Swine Flu Vaccine?
https://www.bmj.com/content/362/bmj.k3948
Slide 024 - WHO Dunnit…
https://www.detroitnews.com/story/news/world/2020/03/11/declares-virus-crisis-now-pandemic/111415246/
https://www.bbc.co.uk/news/world-africa-51720184
https://www.opride.com/2017/05/11/case-director-general-candidate-tedros-adhanom/
https://www.theburningplatform.com/2020/04/04/the-crimes-of-tedros-adhanom/
Slide 025 - Who Planned it…??
https://hub.jhu.edu/2019/11/06/event-201-health-security/
https://www.youtube.com/watch?v=AoLw-Q8X174
http://www.centerforhealthsecurity.org/event201/about
https://www.bloomberg.com/features/2020-china-wuhan-pollution/
Slide 026 - Someone is worried about Dissent…
https://ec.europa.eu/info/live-work-travel-eu/health/coronavirus-response/fighting-disinformation/identifying-conspiracy-theories_en
Slide 028 - Dr Neil Ferguson’s “Scare” Model
https://www.imperial.ac.uk/media/imperial-college/medicine/sph/ide/gida-fellowships/Imperial-College-COVID19-Europe-estimates-and-NPI-impact-30-03-2020.pdf
https://www.ecdc.europa.eu/en/covid-19/data-collection
https://www.washingtonexaminer.com/news/imperial-college-scientist-who-predicted-500k-coronavirus-deaths-in-uk-revises-to-20k-or-less
https://lockdownsceptics.org/code-review-of-fergusons-model/
https://twitter.com/neil_ferguson/status/1241835454707699713
https://www.vaccineimpact.org/resources/VIMC_orgchart_2017.pdf
https://www.mirror.co.uk/news/politics/professor-behind-coronavirus-lockdown-plan-21979710
Slide 030 - UK – COVID-19 is NOT an HCID…
https://cvpandemicinvestigation.com/wp-content/uploads/2020/08/Letter-JVT-March13th_Open_Government_Status-.pdf
Slide 031 - UK Government Posts Statement
https://www.gov.uk/guidance/high-consequence-infectious-diseases-hcid
Sorry - no more space!
What Exactly Are World Coronavirus.pdfPeterYarrow4
Coronavirus is a serious health concern that has been affecting countries all over the world. While it is important to stay informed about the latest news and developments, it is also important to understand what exactly coronavirus is and how it is spreading. I
President Cyril Ramaphosa 12 July addressSABC News
President Cyril Ramaphosa says despite huge concern about the escalation in coronavirus cases, government has decided that the country will remain at Level 3 of the lockdown.
Managing Coronavirus FearsThere are important health reasons t.docxwkyra78
Managing Coronavirus Fears
There are important health reasons to tamp down excessive anxiety that can accompany this viral threat.
By Jane E. Brody
April 13, 2020
Covid-19, the invisible enemy now bearing down on 328.2 million Americans, is tailor-made to induce fear and anxiety, prompting both rational and irrational behavior and, if the emotional stress persists, perhaps causing long-lasting harm to health.
We’re staring down an alien virus our bodies have never before encountered and which we are currently unable to control. There is no vaccine yet available to prevent Covid-19 or drug proven effective to fight the illness, limiting our ability to protect ourselves. So we buy reams and reams of toilet paper because it’s something we can do to give us a feeling of dominance over a force that threatens to overwhelm us.
“There’s never been a time in modern human history when every person is seriously worried about the same thing at the same time,” said David Ropeik, a consultant on risk management and former instructor in risk communication at the Harvard School of Public Health. And there’s never before been a ubiquitous threat that can be so instantly broadcast to a world of 7.8 billion people.
“We’re being inundated with a constant flow of scary information that overwhelms our ability to be dispassionate,” said Mr. Ropeik, author of “How Risky Is It, Really? Why Our Fears Don’t Always Match the Facts.” “Our brains are screaming to give the coronavirus more weight, challenging our ability to recognize that most people are actually at low risk.”
As with other calamities, it’s the bad news that gets the most attention, not the apparent fact that most people who become infected develop no symptoms or only mild ones and recover fully within a week or so.
Compounding a sense of doom for some people is their inability to evaluate risk and the fact that what is an acceptable risk for one person is intolerable to another. Following the terrorist attacks on Sept. 11, 2001, many people were afraid to fly and instead drove thousands of miles, incurring a far greater risk to life and limb yet instilling a feeling of control with their hands on the wheel and foot on the gas.
“A risk we choose seems less dangerous than a risk that is imposed on us,” Mr. Ropeik observed.
Not that it’s inappropriate to feel anxious about the risk we all now face, especially if that distress reminds us to be diligent about social distancing, avoid physical contact with people who do not share our household, wash our hands often and well and keep them off our faces and out of our eyes.
But while a certain amount of worrying can help motivate you to protect against possible exposure to the virus, compulsively reading or tuning in to the bad news about Covid-19 throughout the day is unlikely to enhance your emotional or physical well-being.
There are important health reasons to tamp down excessive anxiety that can accompany this viral threat. We have a built-in physiologic.
http://antycovid.ddb.pl/
Od naszego pierwszego raportu, poświęconego reakcji marek na wybuch pandemii, minęły dwa, niezwykle intensywne miesiące. W tym czasie dynamika pandemii pozbawiła nas komfortu tworzenia długofalowych planów, a doświadczenia z jej pierwszych tygodni nauczyły spoglądać poza horyzont z jeszcze większym zainteresowaniem. Dlatego główną część naszego raportu zajmuje 100 predykcji na temat tego, co może się zmienić. Podzieliliśmy je na najważniejsze obszary: społeczny, polityczny, globalny, ekonomiczny, biznesowy i marketingowy. Stworzone przez nas predykcje mogą być drogowskazem w czasach, w których, zgodnie z 95. predykcją z raportu, koniecznością będzie długofalowa elastyczność funkcjonowania w nowej, zmiennej rzeczywistości.
Reklama w czasach zarazy Cz. 1 (PL) (wyższa rozdz.: ...DDB Warszawa
http://antycovid.ddb.pl/
Strategie komunikacji w obliczu pandemii koronawirusa.
Pandemia to dla marek czas dynamicznie zmieniającej się sytuacji i nieustannych wyzwań, dlatego w jej trakcie publikujemy kolejne raporty strategiczne w ramach serii "Reklama w czasach zarazy”. Ich celem jest pomoc w kalibracji komunikacji i działań w tym trudnym okresie.
Pierwszy z raportów to „Strategie komunikacji w obliczu pandemii koronawirusa”. Opublikowany przez nas w pierwszych dniach restrykcji podpowiada, jak komunikować się w tym czasie. Drugi, "100 predykcji, czyli co przyniesie przyszłość”, próbuje znaleźć odpowiedź na pytania co przed nami oraz jak przygotować się na tak często wspominaną Nową Normalność.
Snapchat. Don't grow up. It's a trap! to historia o mediach społecznościowych odartych z rutyny. Postaramy się zainspirować do wychodzenia poza utarte schematy. Zdradzimy, na co Facebook strzelił focha, i dlaczego warto przyglądać się roli Snapchata w komunikacji z konsumentami.
Telefony w dłoniach na imprezach zamiast drinków już nikogo dzisiaj nie dziwią i obecnie brzmi to jak banał, a nie odkrywczy insight. Trzeba jednak przyznać, że jest to jedna z największych zmian kulturowych, jakich doświadczamy w XXI wieku. Tym razem w ramach DDB Digital Academy opowiemy o komunikacji marek, które łączą ludzi w sytuacjach towarzyskich, budują swój przekaz na zbliżaniu nas do siebie. Marek, dla których technologia nie zastępuje bliskości, robienia rzeczy wspólnie, radości z towarzystwa przyjaciół. O tym, jak nowe technologie pomagają w komunikacji sytuacji imprezowych, będzie mówiła trzecia edycja DDB Digital Academy. Kolejne spotkanie w ramach tej platformy wymiany wiedzy i technologii w komunikacji już w kwietniu w Warszawie.
DDB Digital Academy - Digital w Służbie ModyDDB Warszawa
DDB Digital Academy zaprasza 29 stycznia na kolejne spotkanie organizowane przez agencję DDB Warszawa, poświęcone najnowszym technologiom i rozwiązaniom digitalowym w komunikacji. W wystąpieniu „Digital w służbie mody” skupimy się na branży modowej, ponieważ ją także, i to w bardzo widocznym stopniu, objęła rewolucja digitalowa. To, co jeszcze kilka lat temu mogliśmy zobaczyć tylko w kolorowych magazynach, teraz odtwarzamy na smartfonie. Producenci ubrań zatrudniają blogerki modowe, butiki niezależnych projektantów przenoszą się do e-commerce, a trendów na kolejny sezon nie wyznacza już „Elle” czy „Vogue”, ale Instagram. Teraz każdy z nas może założyć własną firmę ubraniową lub stać się ekspertem od stylu. Modą nie rządzą już wielkie marki i pieniądze, tylko lajki i udostępnienia.
Spotkamy się na V piętrze Domu Handlowego Vitkac, kojarzonego głównie z modą i markami luksusowymi, podobnie jak jego okolica. W międzywojniu właśnie na ul. Brackiej mieściły się butiki najlepszych polskich i zagranicznych marek, w których warszawiacy robili zakupy.
DDB Digital Academy - Social Foto / Social VideoDDB Warszawa
Pierwsze spotkanie z cyklu nosi tytuł “social foto / social video. Kultura młodych ludzi od Instagramu do Snapchata". Jak zmienił się kanon fotografii od apartu fotograficznego do smartfona. Jak powstają i rozprzestrzeniają się memy i które z nich obecnie są najbardziej popularne? Jak wygląda fotografia w czasach generacji narcyzów? Skąd wziął się Snapchat i Instagram? Jakie są obecnie najpopularniejsze fotografie na świecie? Jak używać hasztagów? Dlaczego mniej znaczy więcej i dlaczego krócej jest lepiej niż dłużej? Na te wszystkie pytania odpowiemy podczas godzinnego wykładu prezentującego najciekawsze sposoby użycia tych kanałów komunikacji.
1. Hoop Cola – Window to the Hooptymistic World
https://www.youtube.com/watch?v=OHOiW3uD5Oo
2. Nokia Poland – Nokia Interactive Billboard
http://vimeo.com/36187516
3. Getin Bank – Interactive Bus Shelter
https://www.youtube.com/watch?v=sACplWrTn6c
https://www.youtube.com/watch?v=Kq7VtPgpKFk
4. Pepsi Max - Unbelievable Bus Shelter
https://www.youtube.com/watch?v=Go9rf9GmYpM
5. Roadshow Films - Into The Storm
https://www.youtube.com/watch?v=NnuUzYcUNvE
6. REDOUTE – Live Weather Billboard
https://www.youtube.com/watch?v=rA4GF5a3xHE
7. Beck’s – Music Poster
https://www.youtube.com/watch?v=gclJe_kSnd4
8. Apotek - Make your hair come alive
http://vimeo.com/87648696
9. McDonald’s - Save the Sundae Cone
https://www.youtube.com/watch?v=9G-DZx8hu4U
10. SNCF - Europe. It's Just Next Door
https://www.youtube.com/watch?v=GGW6Rm437tE
11. British Airways - #lookup
https://www.youtube.com/watch?v=GtJx_pZjvzc
12. MINI – The Salute
https://www.youtube.com/watch?v=e5bEB0tmMQI#
13. Hyundai – Times Square Billboard Racing Game
https://www.youtube.com/watch?v=awd-vORN7dQ
14. Disney – Augmented Reality in Times Square
https://www.youtube.com/watch?v=DRRu5dKRfTU
1. Subway Training - http://www.youtube.com/watch?v=It9QyRijZUE
2. Philadelphia Cheesecake - http://www.youtube.com/watch?v=s3M63-igrj8
3. Ziploc Space Bags - http://www.youtube.com/watch?v=icpxJYqTtlk
4. Dawn Saves Wildlife - http://www.youtube.com/watch?v=bssOKIcwOU8
5. Pillsbury Make Dinner Pop - http://www.youtube.com/watch?v=CHf_fzsf3W8
6. Dermablend Go Beyond The Cover - http://www.youtube.com/watch?v=9mIBKifOOQQ
7. Blendtec Will It Blend - http://www.youtube.com/watch?v=lAl28d6tbko
8. GoPro Fireman saves kitten - http://www.youtube.com/watch?v=CjB_oVeq8Lo
9. Kmart Ship My Pants - http://www.youtube.com/watch?v=I03UmJbK0lA
10. Pepsi Max Test Drive - http://www.youtube.com/watch?v=Q5mHPo2yDG8
11. Old Spice Smell Like a Man - http://www.youtube.com/watch?v=kHCDajKs17E
12. Carrie Telekinetic Coffee Shop - http://www.youtube.com/watch?v=VlOxlSOr3_M
13. Evian Baby & Me - http://www.youtube.com/watch?v=pfxB5ut-KTs
1. Nissan vs Beethoven – http://www.youtube.com/watch?v=JEYAIfOzjsE
2. Volvo vs hamster– http://www.youtube.com/watch?v=7N87uxyDQT0
3. Volskwagen Golf vs highway – http://www.youtube.com/watch?v=GB84fiYr-Bw
4. Mini vs Porsche – http://www.warc.com/Content/ContentViewer.aspx?ID=5d0698fe-0e08-4a6f-bde5-e0356db2d2ed [WARC]
5. Toyota IQ vs Street View – http://www.youtube.com/watch?v=F3I8yGcEUOo
6. Tico vs Tesco – http://www.youtube.com/watch?v=RIuAZThCooU
7. FinnAir vs Quality Hunters – http://www.youtube.com/watch?v=_dJRfSAAP4Q
8. McDonald's vs reality – http://www.youtube.com/watch?v=MBm8145-wp4
10. Protoleaf vs radioactive soil – http://beta.canneslionsarchive.com/entries/488698/the-soil-restaurant [CANNES LIONS]
11. Google Chrome vs potato – http://www.youtube.com/watch?v=nCgQDjiotG0
12. Nokia Lumia vs hammer– http://www.youtube.com/watch?v=Jf1fRu9YgfE
13. Push-up vs man model – http://www.youtube.com/watch?v=6ImZNbQqAwU
14. Febreze vs azer wrestlers – http://www.youtube.com/watch?v=pUN9ser3BZM
15. Evoc vs enraged mob – http://www.youtube.com/watch?v=mShuK_YnYUI
16. Columbia vs cat – http://www.youtube.com/watch?v=_7dlX4X-kco
17. iPad vs blender – http://www.youtube.com/watch?v=lAl28d6tbko
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Advertising in the time of a plague - Part 1 (ENG)
1.
2. “Advertising in the time of a plague. | Communication strategies in the face of the coronavirus pandemic.
May you live
in interesting times.
“
An English saying, mistakenly — and ironically — thought to have originated as a Chinese curse. Seemingly a good wish, it actually praises “uninteresting times” being a synonym of a peaceful life, as opposed to “interesting times” meaning a life in turmoil.
3. We are facing an unprecedented situation in the most recent history, both in
Poland and the World: a pandemic and widespread quarantine. The coming
few weeks will take us into uncharted waters: we will have to adapt to a new
situation as people, but also as employees of the communications industry.
In terms of business, the near future won't be easy and that's a given. With so
much uncertainty and overall decrease in consumption, the question is no
longer if, but what is Plan B for the the communication activities planned so
far.
And no, this is not a time to hibernate or wait it out. The ad industry currently
has a great responsibility to ensure the safety and future of the brands which
we work for and which indirectly impact the lives of all of us.
Asia’s experiences with the epidemic show that brands that have contributed
to society during this crisis — by giving back and acting for the common good
— will be appreciated. Our response may be a decisive factor in a smoother
transition to the post-pandemic reality. This is why the key question today
should be: What can my brand do for people? How can it help? There is no
single remedy, of course. Each category will be affected by this time differently
and deal with it differently.
In this study, we will try to determine how a brand should behave in the face of
the epidemic. We have based it largely on reports from Asia, where the
coronavirus seems to be subsiding. Their experiences can prove an invaluable
lesson in the face of the unknown. Let us hope that, thanks to the dedication of
the emergency services and the all-out mobilisation for social distancing,
we will soon overcome the epidemic and go back to suspended projects and
briefs. Stay healthy!
The DDB Warsaw Team
Intro.
Advertising in the time of a plague. | Communication strategies in the face of the coronavirus pandemic.
Image: Victor Grabarczyk, unsplash.com
4. Plan.
1. What can we expect in the near future?
2. Social perspective during the pandemic.
3. Predictions for business and the economy.
4. How brands can deal with the new situation.
5. Stages 1 & 2: Pandemic. What now?
6. Stage 3: Rebirth.
7. Stage 4: A new world.
8. Summary.
Advertising in the time of a plague. | Communication strategies in the face of the coronavirus pandemic.
5. 1.
What can we
expect in
the near future?*
* Predictions based on data as of 16 March.
Image: @freetousesoundscom, unsplash.com
Advertising in the time of a plague. | What awaits us in the near future?
6. The hallmarks
of the pandemic.
Source: https://medium.com/@tomaspueyo/coronavirus-act-today-or-people-will-die-f4d3d9cd99ca
To best adjust to the reality in which we will have to live and work in the
coming weeks, it is crucial to understand the nature of a coronavirus
pandemic.
Data from the countries affected by COVID-19 shows that the virus is
highly contagious. This is partly because it is new, and humans do not
have antibodies to it (resulting in easy human-to-human transmission).
COVID-19’s reproduction number, i.e. the average number of people who
can be infected by a contagious person, is high: 2 to 2.5.
An unchecked coronavirus epidemic grows exponentially over time,
slowly at first and then accelerating, with the number of cases doubling
every day. To eliminate the coronavirus, an infectiousness of <1 person is
required. Only then will the virus gradually subside.
Advertising in the time of a plague. | What can we expect in the near future?
7. Limiting the number of infections is key to overcoming the epidemic.
By reducing the speed of virus transmission, we will buy time for the
medical services and enable them to help the sick without overloading the
healthcare system.
Therefore, the only solution currently available to all of us is isolation,
which should stop the further spread of COVID-19. Otherwise, if we do
not reduce the transmission rate, the disease will spread uncontrollably.
The need for
decisive
action.
Advertising in the time of a plague. | What can we expect in the near future?
Numberofcases
Time since first case
Number of infections
w/o protective measures
Number of infections
w/ protective measures
Protective measures* slow
the spread of the virus and
reduce demand on hospitals
Healthcare system
capacity (no. of
beds, personnel,
equipment, etc.)
* protective measures will include: washing hands, staying home (for people with symptoms of infection), limiting mass gatherings,
restrictions in movement, isolating infected people, etc.
8. This is evidenced by data and experiences from China,
which show exactly how the virus spreads. The orange
bars represent officially diagnosed cases of coronavirus
in Hubei Province per day. Those which the authorities
knew about.
The gray ones, on the other hand, correspond to the
supposed number of cases which the Chinese government
was unaware of, and which the Chinese Centre for
Infectious Disease Control and Prevention discovered by
taking patients’ medical histories. These are the infected
which the authorities did not know about. The sum of both
bars shows the real situation in Hubei.
Since the closing of the province, the number of unknown
cases has declined, i.e. the uncontrolled spread of the
virus has truly slowed down. At the same time, the number
of known cases (that the authorities know of) is growing,
so they can control the epidemic.
A Chinese
lesson.
Advertising in the time of a plague. | What can we expect in the near future?
Source: Tomas Pueyo, Analysis of graphs from the Journal of the American Medical Association,
based on raw data from the Chinese Centre for Infectious Disease Control and Prevention.
9. Data from all countries show that the virus is spreading at a similar pace
in most countries where social distancing was not quickly introduced.
To contain the epidemic, it is crucial to consider two variables:
- for each case diagnosed there are many more unknown (like in China),
- how soon we introduce social distancing will decide the number of
cases and the time of recovery from the crisis.
All countries
will meet
the same fate.
Source:
https://www.corriere.it/salute/malattie_infettive/20_marzo_10/coronavirus-altri-paesi-saranno-uguali-all-italia-entro-9-14-gi
orni-bdc1e9b2-62e5-11ea-a693-c7191bf8b498.shtml
Advertising in the time of a plague. | What can we expect in the near future?
10. “This is the time
to quarantine
each of us”
The Polish Minister of Health
Łukasz Szumowski
Image: Paweł Supernak / PAP
Advertising in the time of a plague. | What can we expect in the near future?
11. It seems that the decision to declare a state of epidemic threat in Poland,
to limit mass events, close schools and the borders was a fairly quick
response, compared to other countries, made at a relatively early stage
of the epidemic in the country (“only” 68 cases as of 13 March).
Most Western European countries are currently delaying this step or only
now starting to consider it, when the number of cases there is often tens
of times higher than in Poland.
Early response
in Poland.
Source: https://www.arcgis.com/apps/opsdashboard/index.html#/bda7594740fd40299423467b48e9ecf6
As of 15 March 2020
Advertising in the time of a plague. | What can we expect in the near future?
12. Currently, Poland is experiencing a similar growth rate, resulting from the
first uncontrolled infections. We know that the coronavirus is spreading at
a similar pace in all countries, so it is only up to us which way Poland will go.
The coming days will show how events in the country will unfold. Will we see
an increase in cases like in Western Europe, or will the curve representing the
number of infections flatten?
For the moment, it is difficult to predict which path we will follow. However,
given the time advantage and the relatively early introduction of restrictions,
we can hope for the second scenario. Everything will depend on the actions
of the authorities and the preparedness of society to stay at home.
The Italian
or Singaporean
scenario?
Source: https://medium.com/@tomaspueyo/coronavirus-act-today-or-people-will-die-f4d3d9cd99ca
Advertising in the time of a plague. | What can we expect in the near future?
13. Advertising in the time of a plague. | What can we expect in the near future?
Predictions:
The crisis will last for many weeks. A return
to relative normality can be expected in May
at the earliest.
Poland can emerge from the epidemic crisis
as one of the first EU countries.
14. Advertising in the time of a plague. | Social perspective during the pandemic.
2.
Social perspective
during the
pandemic.
Image: Daniel Tafjord, unsplash.com
15. This is a completely new situation for Poles. For the first time in recent
history, we are facing the necessity of staying in our homes in the fear of
a widespread pandemic.
For all of us, this means entirely new circumstances and limitations.
Changing our way of life and the necessity to adapt to our new reality.
Gathering goods in fear of supply disruptions, the need for home office,
which is new to many as well as organising children’s time and many more.
Inevitable
quarantine.
Advertising in the time of a plague. | Social perspective during the pandemic.
Stay at home if you can.
16. It seems that Poles have adapted to the new difficult situation quickly and
efficiently, quarantining themselves and switching to a home office
working solution (either voluntarily or as a result of their employers’
decisions). Many businesses also responded to the situation, temporarily
closing their premises to limit physical contact between people.
The quick response is a result of both fear and discipline. This stems
from understanding the situation and realising that the only way to stop
the disease is social distancing.
Understanding
and fear.
Advertising in the time of a plague. | Social perspective during the pandemic.
Empty streets in Warsaw. Let’s keep it
like this for a while.
Playing w kids, board games, consoles,
movies, TV series... Lots of options!
#stayathome and show us how you’re spending
time!
An exemplary queue to a pharmacy in Kraków!
No crowding; mandatory distance between people.
Noticed and captured by Ada Chojnowska..
Coronavirus pandemic makes culture
go online
17. The Internet promptly responded with viral actions in which Poles are
urging each other to stay at home, sharing information and advice,
reinforcing the importance of temporary isolation.
#StayAtHome
#StayTheFuckHome
Advertising in the time of a plague. | Social perspective during the pandemic.
#stayathome
CORONAVIRUS IN
POLAND:
INTERNET USERS LAUNCH
“STAY AT HOME”
MOVEMENT
18. The necessity of a sudden change of lifestyle driven by social distancing;
fear, heightened by ubiquitous news stories about the virus; a lack of
confidence in the future.
All this will cause changes in consumers’ needs and behaviours in the
coming weeks, when we as a society will re-evaluate our perspective on
many issues.
Changing
consumer
behaviours.
Safety first.
Minimising time outside
& social distancing.
More frequent contact
online / by phone.
The home must replace
the whole world.
Work, entertainment, exercise...
Fear & uncertainty.
About safety, work, future...
Reducing expenses.
Essentials only.
Advertising in the time of a plague. | Social perspective during the pandemic.
19. In a study by Kantar China Insights, the most frequently mentioned way
of spending time during the epidemic in China was watching movies
(58%), short videos (56%), and traditional TV (41%).
Various forms of video were followed by games (mobile and online),
mentioned by 39% of respondents, and contacting friends (over 30%).
Interestingly, sleeping as a way of passing the time in quarantine was
mentioned by as many as 54% of respondents.
How does one
spend time
during a
quarantine?
Source:
https://us.kantar.com/business/brands/2020/survey-measures-coronavirus-outbreak%E2%80%99s-impact-on-china%E
2%80%99s-consumption/
Advertising in the time of a plague. | Social perspective during the pandemic.
20. During the epidemic, China saw a significant increase in remote services
that satisfy consumers’ new needs. According to Kantar China Insights,
as much as 84% of quarantined consumers tried at least one new service
for the first time. Of those services, the most popular were online medical
consultations (34%), online education (33%), remote work tools (29%) and
paid entertainment services (26%).
Gaming is also among the categories that have grown significantly. In two
months, the daily number of active users of Tencent’s most popular
games, Mahjong and Game for Peace, increased by 109% and 44%,
respectively.
Many Chinese sources also emphasise the increase in e-commerce
services, especially for basic products such as food.
An increase
in some needs.
Sources:
https://www.cnbc.com/2020/02/28/coronavirus-singapore-online-shopping-and-delivery.html
https://us.kantar.com/business/brands/2020/survey-measures-coronavirus-outbreak%E2%80%99s-impact-on-china%E
2%80%99s-consumption/
https://www.bloomberg.com/news/articles/2020-03-04/virus-quarantines-in-china-spur-tencent-netease-gaming-surge
Advertising in the time of a plague. | Social perspective during the pandemic.
21. In a crisis such as a pandemic, during a prolonged confinement at home,
positive emotional stimuli are particularly important. These certainly include
the need for good news, hope for improvement, support, and consolation.
Images from Italy that we are often observing—of people singing and partying
on balconies—show a very strong need for unity, solidarity, and an escape
from everyday hardships.
Emotional
needs are
equally
important.
Advertising in the time of a plague. | Social perspective during the pandemic.
22. Notable
acts of kindness
and selflessness.
Advertising in the time of a plague. | Social perspective during the pandemic.
Antiviral Rap: Helen and Jonas explain why they
are staying home
Help your neighbours stay at
home. #neighbourlyhelp My
neighbour is from China. She
said that there’s a system of
contact between neighbours
over there via their version of
WhatsApp. It was v useful
during the epidemic. Each bldg
has a group, each stairwell a
subgroup. Ppl agree who buys
food, make shopping lists & pay.
One person buys it, brings it,
leaves it in a spot and notifies
it’s there, and then ppl can
collect their groceries. They can
also ask for help or ask if
someone needs any. I’m
planning to make such a group
in my bldg.
Activists in Cracow are collecting cloth and sewing
face masks for hospitals. They are also working with
drivers who will deliver the masks to doctors. Would
you like to help them sew? Do you have spare masks
at the office and want to donate them? Register
through the contact form. The action is attracting
more and more interest by the hour!
DEAR SENIOR NEIGHBOURS!
IF YOU PREFER TO STAY
HOME DUE TO THE VIRUS,
COME TO APT. NO. 77.
WE’LL BE GLAD TO BUY
GROCERIES OR MEDS FOR
YOU :) PLEASE CALL AFTER
5 PM. WE’LL WORK OUT
THE DETAILS.
BEST REGARDS,
NEIGHBOURS FROM NO. 77
23. The new
heroes.
Advertising in the time of a plague. | Social perspective during the pandemic.
STAY AT HOME!
THESE PEOPLE
ARE NOT MACHINES!
Hello,
Our initiative aims at supporting the entire
healthcare community in this difficult time of
fighting the epidemic.
The goal is to coordinate a countrywide drive to
donate meals to all medical personnel and hospital
employees, who will be giving their all in this
difficult time ahead of us during endless,
exhausting shifts and calls.
The initiative is made by citizens and has no
support from any no companies or institutions. We
are currently looking for a non-profit organisation
that will legitimise and coordinate a fundraiser
towards this goal on a crowdfunding platform.
Right now, we are organising our structures, looking
for logistical partners, food suppliers, and
volunteers. Many people and companies have
already reached out to us, and we thank them very
much.
One more thing: please do not deliver anything to
hospitals yourselves. We want to be careful
24. Humour is an important factor in relieving stress. It helps us get used to
the situation, which is outside our control.
Humour —
the cure
for the virus.
Advertising in the time of a plague. | Social perspective during the pandemic.
HEALTH MINISTER - THE SZUMOWSKI SCALE
A TOOL TO MEASURE HOW TIRED YOU ARE
AFTER 2 DAYS WORKING
@ HOME W FAMILY
meet u in the alley
25. Safety first.
Minimising time outside
& social distancing.
More frequent contact
online / by phone.
The home must replace
the whole world
Work, entertainment, exercise...
Fear & uncertainty.
About safety, work...
Reducing expenses.
Essentials only.
What will
change.
A sustained need for
safety. An increased
need to ensure safety.
The need to regain freedom limited for weeks + to leave home.
Going back to the pre-pandemic lifestyle. No interpersonal interactions—the need to
catch up with people after weeks of separation.
The need for unwinding
+ positive stimuli.
(entertainment,
travel, etc.)
The need to consume
/ the need to save
(depending on the
duration of the
pandemic).
Advertising in the time of a plague. | Social perspective during the pandemic.
26. Research conducted in China shows people’s strong need to be able to
spend time outside once the pandemic is over. Nearly 60% of Chinese
respondents plan to start by going to eat out. Next, they mention the
desire for travel and out-of-home entertainment (ca. 50%).
Interestingly, having experienced the trauma of the pandemic, nearly 40%
of respondents mention activities related to safety: purchasing medicines
and supplements, health insurance, and disease prevention.
A strong need
to unwind.
Source:
https://us.kantar.com/business/brands/2020/survey-measures-coronavirus-outbreak%E2%80%99s-impact-on-china%E
2%80%99s-consumption/
Advertising in the time of a plague. | Social perspective during the pandemic.
27. The legacy of the coronavirus in Poland (and World) will possibly include:
a national trauma, a hole in the country’s budget, a decline in GDP, and
a sobering realisation about how weak and unprepared for such crises the
healthcare system is.
There will be a reevaluation at the consumer level. The needs, the
consumption level, and the propensity to consume will change. The
example of China signals changes in consumers, shaped by the traumatic
experiences and weeks spent in confinement. An increase in e-commerce,
VOD services and online entertainment; concerns over safety.
At the moment, however, these are only predictions; they will be verified in
a few months.
The pandemic
will have
lasting effects.
Advertising in the time of a plague. | Social perspective during the pandemic.
Image: Kristine Tanne, unsplash.com
28. Predictions:
During the crisis, consumers’ needs and habits will
change. Consumption will decrease significantly.
People will be in need of positive stimuli, support,
a sense of unity and solidarity.
The pandemic will leave its mark
on consumption patterns.
Advertising in the time of a plague. | Social perspective during the pandemic.
29. source: Benjamin Sow, unsplash.com
Predictions
for business
and the economy.
3.
Advertising in the time of a plague. | Predictions for business and the economy.
30. It is difficult at this time to accurately predict the impact of coronavirus on
our economy. Much depends on how the pandemic progresses in Poland,
how soon it is contained, and whether the authorities put in place the
“atomic” solution—a full “lockdown”, i.e. universal quarantine for everyone.
According to forecasts of the Polish Economic Institute from 12 March,
the Polish GDP growth rate will fall by around 0.4-1.3 percentage points.
In the face of the pandemic, these figures could be considered highly
optimistic.
It will hurt
at first.
Advertising in the time of a plague. | Predictions for business and the economy.
Source:
https://www.money.pl/gospodarka/koronawirus-uderzy-w-polska-gospodarke-oto-najnowsze-prognozy-648812958663
6929a.html
Coronavirus to hit Polish economy.
Here are the recent forecasts
31. Impact
on individual
categories. Relatively resistant sectors
Negative impact
Hygienic products
Medical services
/ drugs
/ supplements
Food + beverages Insurance
E-commerce
+ related
VOD /
online entertainment
Convenience stores Gaming
Tourism + airlines
Automotive
+ related
OOH entertainment
Shopping centres
/ superstores
Beauty Gastronomy Luxury products Furniture + home decor
Alcoholic
beverages
Sport
Online services
/ telework
Quick loans
Advertising in the time of a plague. | Predictions for business and the economy.
According to a Kantar study, the pandemic in China increased selected
categories. Naturally, the largest growth was recorded in medical categories
related to disease prevention and in the pharmaceutical industry. Next in line
was the category related to securing the second most important need during
the pandemic, i.e. food and beverages.
The other end of the scale was populated primarily by sectors involving the
need to leave home: gastronomy, tourism, beauty and fitness. Expenditures
on luxury goods were also very limited during the pandemic. As much as 61%
of respondents in China reduced or canceled their expenses due to a high
uncertainty at the time.
Source:
https://us.kantar.com/business/brands/2020/survey-measures-coronavirus-outbreak%E2%80%99s-im
pact-on-china%E2%80%99s-consumption/
32. The expected
rebound
afterwards.
After the pandemic ends, there should be a quick rebound provided that the
country’s economic potential (the ability to resume normal work and
production) can be maintained. For that to happen, companies must stay
afloat, i.e. retain employment and financing options. This may require
support from the state.
A natural social need that will appear after the pandemic is the desire to
unwind. However, the public will probably avoid consumption as we know it
today, which will result from fear, uncertainty, and a post-crisis trauma.
Spending on consumer goods during and after the SARS epidemic in China (2003)
Source: Refinitiv Datastream
Advertising in the time of a plague. | Predictions for business and the economy.
33. Predictions:
The economy will be hit hard by the pandemic.
But not all industries equally.
Once the crisis is overcome, the economy will
rebound. The sooner it happens, the less painful
the effects will be.
Advertising in the time of a plague. | Predictions for business and the economy.
34. 4.
How brands can
deal with the new
situation.
Advertising in the time of a plague. | How brands can deal with the new situation.
Image: Benjamin Sow, unsplash.com
35. Key
predictions
for brands.
The crisis will last for many weeks. A return to relative normality
can be expected in May at the earliest.
People will need positive stimuli, support, a sense of unity
and solidarity.
During the crisis, consumers’ needs and habits will change.
Consumption will decrease significantly.
Poland can emerge from the epidemic crisis as one of the first
EU countries.
The economy will be hit hard by the pandemic. But not all
industries equally.
Once the crisis is overcome, the economy will rebound.
The sooner it happens, the less painful the effects will be.
The pandemic will leave its mark on consumption patterns.
Advertising in the time of a plague. | How brands can deal with the new situation.
36. In times of turmoil and related challenges, it is important
to notice opportunities and possibilities.
Do not wait. Start getting ready
for a post-pandemic world.
Advertising in the time of a plague. | How brands can deal with the new situation.
Image: Krzysztof Kotkowicz, unsplash.com
37. What to do.
At the time of the pandemic crisis, it is crucial to quickly assess the situation and
calibrate the strategy action plan to adapt to the new reality. This means revising
existing plans and preparing for changes. Such a challenge requires
a two-pronged approach.
Above all, a rough action plan must be developed to respond to consumers’
changing needs. Undoubtedly, the key elements here are flexibility in action and
quick reflexes, which require a shortened decision path, as well as the ability to
abandon the typical business perspective..
The biggest mistake during a crisis affecting a whole society is an attempt to
cash in on the tragedy. The time of the pandemic requires extraordinary sensitivity
to people’s emotions. Any attempt of making an extra profit at this time may be
met with hostility. Simply put, at the time of the pandemic, people expect us to be
involved in the common cause. Therefore, our goal should be to help and to
respond to their needs. This period can be a time to take care of business with an
approach other than a focus on sales (which will likely suffer): building the brand
and a relationship with consumers, which will be appreciated over time.
On the other hand, even in the early stages of the crisis, planning of medium- and
long-term activities should be started to ensure that we will safely get back on
track when the crisis is over. At this point, no one can predict which way the world
and Poland will go. However, developing scenarios and calibrating them in real
time will make us ready for the new reality.
Advertising in the time of a plague. | How brands can deal with the new situation.
38. Framework for brand activities*.
Pandemic
What to change in the business
to be needed in the new reality?
How to launch new services /
products during a quarantine?
How to make up for losses
and rebuild your business?
How to encourage resuming
consumption after the pandemic?
Is the offer still relevant in view of the
changes brought about by the crisis?
Early stages of the pandemic.
People are adapting to the new situation.
People and their needs are freed; they need to
unwind. Increased optimism due to the end of the
pandemic. Possible economic volatility!
The situation gradually stabilises and returns to
normal. Important! In the case of the coronavirus,
the pandemic may recur!
Short (possibly Mar-May) Medium (possibly Jun-Aug) Long (possibly Sep-?)
Time
horizon
Stage
Challenges
Quick response to changes and people’s
new needs. Help and involvement.
Getting closer to consumers; solidarity;
efficient operation; abandoning the role of a
brand/salesperson; communication presence
if possible.
Marketing offensive.
Ad campaigns, rebuilding traffic to shops/salons,
promotions & incentives to stimulate business.
Familiarizing brands with new needs.
Keeping track of changes in the market and
consumer behaviours; changes in the offer and
functioning of the business.
Activities
Reducing potential damage to the
brand and building closeness
Monetization of optimism
and earlier image-building activities.
Become a leader in the new reality.Goal
Stage 2: AdaptationStage 1: Shock Stage 3: Rebirth Stage 4: A new world
Further building the brand image and
potential sales during the crisis.
A sudden change in the reality of
business; new restrictions for
people.
How to act in a dynamic situation?
The pandemic is underway. People are
getting used to the new circumstances.
Adapting the business to
the new reality.
Changing the offer to make life easier in the
reality of the pandemic; following the market
situation; planning next steps; carefully
building the brand image.
Advertising in the time of a plague. | How brands can deal with the new situation.
* The proposed division is merely a theoretical model, which will not
apply to all brands and categories at all times. Consider alternative
versions, depending on the character of your industry.
40. The main
challenge.
A decline in consumption and economic activity;
changing needs; fear; anxiety; uncertainty.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
41. The first phase of the pandemic is a time for human solidarity
and involvement in the fight for a common cause.
Next, it is important to adjust the business to the new reality
to make people’s lives easier amid the pandemic.
How to act?
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
42. How to act?
Consumers will recognise and greatly appreciate all activities related to
the desire to help others and be involved in the fight against the
pandemic. This has been observed by emerging cases from both Poland
and abroad, where each instance of involvement of the private sector was
widely commented in the media.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Agata Furniture has decided to donate 1,000,000
zloty to the healthcare services to buy medical
equipment and protective wear, and to fight the
coronavirus. We hope that all the preventive action
and the much-needed medical equipment will help
overcome this ordeal as soon as possible.
43. Will every dollar spent return a direct profit?
Certainly not.
But every dollar not spent—if we choose to keep
quiet—will be the price we will pay for absence
and indifference.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
44. Checklist:
What to do during the
pandemic. Stage 1: Shock.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Offer people a helping hand.
Abandon the role of brand/salesperson. In crisis,
people will limit their spending to the essential
goods. On the other hand, they will expect
support, which you should offer. They will
appreciate it!
Do not bury your head in the sand.
Cutting yourself off can be seen as abandoning
people. Even if your brand has little to offer, you
can still show your support.
Act quickly and efficiently.
During the pandemic, there is no time for endless
deliberations. You have to shorten and speed up
the decision path.
45. Checklist:
What to do during the pandemic.
Stage 2: Adaptation.
Adapt your business to changes.
E-commerce, contactless service, enabled
remote service. Try to introduce solutions
adjusted to the new reality.
Plan your next steps.
Keep planning for the future. The crisis will pass,
and the time after it will most likely be a struggle
to recover—also for the competition.
Keep your eye on the market.
Events will keep changing by the hour. Watch
what your competition is doing and do not be
afraid to do the same. What people expect now
is proactivity, not creativity.
Build your image carefully.
Use your time well, try to find in your brand
something that may be relevant for at this time,
even if it has not been crucial before.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
46. The need for movement
and exercise
Switching production
to goods useful
for fighting the pandemic
The need for information
and knowledge
Checklist:
Areas where
you can help.
The need to learn
and work remotely
The need to organise
leisure time
The need to provide children
with quality time
The need for food
and medicine
Supporting
the healthcare services
Financial support
for fighting the virus
The need for contact
with loved ones
Regulating the situationUrging people
to stay at home
Supporting those in
a difficult financial situation
...
Emotional support
for people
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
47. The need
to learn and work
remotely.
Source:
Antyweb, https://antyweb.pl/jak-microsoft-i-google-wspomagaja-nas-w-walce-w-koronawirusem
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
How Microsoft and Google are helping us
in the fight against coronavirus
Microsoft and Google have made their work and remote learning tools
available to everyone for free, to help students and businesses adapt to
the new situation.
48. The need to
organise
leisure time.
In response to a decision to close premier league stadiums, Canal+ immediately offered to decode its channels.
Source:
https://kukulturze.pl/utknales-w-domu-te-12-slynnych-muzeow-oferuje-wirtualne-spacery/
https://www.wirtualnemedia.pl/artykul/cyfrowy-polsat-udostepnia-stacje-z-pko-bp-ekstraklasa-kanaly-filmowe-i-dzieciecy
https://www.onet.pl/kultura/onetkultura/koronawirus-w-polsce-najlepsze-spektakle-online-teatr-w-internecie/1v5nzfd,681c1dfa
?fbclid=IwAR0QBWr-5AN4_u3z5ZGIegGrsGMMK5RBxeqhwJHfIuX7GMZds02F8Dtmns4
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Stuck at home? These 12 famed
museums offer virtual tours
Cyfrowy Polsat will decode Canal+ Sport 3 and Canal+
Sport 4, movie channels and the Disney Channel
Theatre without leaving home. Best Polish
performances available online.
Coronavirus pandemic makes culture go online
49. The need to
provide children
with quality time.
Source:
https://cowkrakowie.pl/2020/03/teatr-groteska-przenosi-sie-do-sieci-beda-spektakle-online/
https://www.telepolis.pl/wiadomosci/telewizja-i-vod/vectra-odkodowane-kanaly-dla-dzieci-koronawirus
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Theatre for children moves to the web! Online performances soon
Vectra decodes channels for children
50. The need for
contact with loved
ones.
A Hong Kong mobile operator, within the #ToughTimesTogether movement, offered people phones
with unlimited data plans for patients of nursing homes so that they can have contact with their
loved ones.
Source:
https://www.marketing-interactive.com/hkbn-helps-hong-kong-care-home-residents-with-free-mobi
le-data-to-counter-coronavirus-isolation
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
51. The need for
information
and knowledge.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
52. The need for food
and medicine.
The retail chains Freshippo (Alibaba), Super Species and 7Fresh made it possible to order food
online via WeChat, a platform popular in China, without the need to leave the home during
quarantine. Each chain delivered the goods to the customer’s doorstep within an hour. The whole
transaction happened inside the app thanks to the integration with an online payment system.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
54. Urging people
to stay at home.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Allegro gives free month
of Allegro Smart. “We will
cover delivery costs, we
aren’t looking to profit”
55. Switching
production
to goods useful
for fighting the
pandemic.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Polish sporting company to produce face
masks and lab coats for hospital starting
Monday
56. Financial support
for fighting the
virus.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Agata Furniture has decided to donate 1,000,000
zloty to the healthcare services to buy medical
57. The need for
movement
and exercise.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Many brands related to physical exercise, i.e. gyms, equipment
manufacturers offer online training sessions for everyone to practice at
home and keep fit during the quarantine time.
58. Supporting those
in a difficult
financial situation.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
59. Regulating the
situation
amid the
powerlessness.
Advertising in the time of a plague. | Stages 1 & 2: Pandemic. What now?
Rossman is Poland’s first chain to limit
sales of some goods
Today, Rossmann has introduced restrictions on the sale of
selected products. These are mainly soaps and antibacterial gels
61. Context.
A period of recovering from the pandemic. Increased optimism
and a desire to unwind. People and their needs are set free.
The Rebirth stage will bring a gradual improvement
in the business climate.
Advertising in the time of a plague. | Stage 3: Rebirth.
62. How to act?
The challenge at this stage will be to rebuild business.
The whole market will encourage resuming consumption.
Our goal will be to convert the improving moods and emerging
consumption needs into options to make up for the losses.
Advertising in the time of a plague. | Stage 3: Rebirth.
63. Checklist:
How to act when
the pandemic is over?
Building traffic
to shops/salons.
It is worth encouraging customers,
after several weeks
at home, to visit the POS again;
they might be missing it.
Special offers
to stimulate sales.
During the Rebirth stage, society’s
spending power will decline.
It is worth lowering the entry
threshold and encourage to buy.
Ad offensive.
Make use of customers’ need to
resume consumption and their
desire to return to their previous
lifestyle. Prepare campaigns and
offers that they may need at this
time.
Follow up on the image
building from Stage 1.
If your activities during the
pandemic were focused on
sampling your brand’s service, it is
worth encouraging customers to
continue using them.
Adapting
to the new reality.
Check if your brand is ready to
respond to the changes in the
market / among consumers.
Plan your next steps.
This is not the end. During the
pandemic, the market could have
changed a lot. These changes
must be mapped early so that you
can respond to them in Stage 4.
Advertising in the time of a plague. | Stage 3: Rebirth.
64. Stage 4:
A new world.
7.
Advertising in the time of a plague. | Stage 4: A new world.
Image: Emilia Niedźwiedzka, unsplash.com
65. Context.
A period of gradual stabilization and return to normality.
May be characterized by high economic optimism,
which is difficult to exactly predict at this point.
(It is advisable to be prepared for a possible scenario of the pandemic recurring.)
Advertising in the time of a plague. | Stage 4: A new world.
66. How to act?
The goal of Stage 4 is to find the best path through the new
reality and to use the new changes to your advantage.
It may be necessary to revise your business and
adjust the offer to the new world.
Advertising in the time of a plague. | Stage 4: A new world.
67. Checklist:
How to find your place
in a new world?
Understanding the changes.
Try to monitor and understand the changes
that occurred during the pandemic. Good
insights can help you adapt your business
to the new times.
Adjusting the offer and
business.
Prepare for sweeping changes in business.
Many aspects related to it may have
changed during the pandemic, e.g. delivery
methods, business model.
Advertising in the time of a plague. | Stage 4: A new world.
69. Advertising in the time of a plague. | Summary.
Summary.
1. Be flexible. Adapt quickly to the new reality; respond
to changes.
6. Do not try to profit from the situation. It will be
remembered and come back to haunt you!
2. Prepare for four stages. Be active and present in
each one.
3. The beginning is especially important. It will
demand calibrating your strategy and adjusting
to the new reality.
4. Abandon the typical business perspective! The
pandemic will require an out-of-the-box approach.
5. Opt to build relationships with consumers. This will
not be a good time for sales.
8. From the very start plan your next steps. This will help
you safely and efficiently return to doing business.
9. Be ready for changes in business. The
post-pandemic market may look different.
7. Try to respond to the new needs. Help others
during this difficult time, contribute, get involved.
It will be appreciated!
10. If possible, stay at home! This way, you will help
defeat the pandemic.