As the world is slowly reopening, we have decided it is time to say goodbye to our weekly newsletters. But not before we put out a last issue, in which we attempt to make a kind of guide that businesses, and marketing professionals could use to be more effective in their marketing communications while navigating the looming recession. Because the aftermath of Covid-19 will probably be a long-term global crisis. And very few people are able to assess, based on the learnings of past recessions, the fundaments of managing a brand successfully through an economic crisis as well as Les Binet, Group Head of Effectiveness at adam&eveDDB and globally acclaimed advertising effectiveness expert. We hope you find his thoughts as useful as we did.
Presentación realizada por la PPA explicando los beneficios de mantener la inversión publicitaria en general, y en revistas en particular, en períodos de recesión
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
Presentación realizada por la PPA explicando los beneficios de mantener la inversión publicitaria en general, y en revistas en particular, en períodos de recesión
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
Brand Point Management: Creating Compelling and Consistent Brand ExperiencesSchawk, Inc.
Brand point management is a category that helps businesses produce consistent brand experiences providing a compelling motivator for the consumer to purchase a brand. Brand point management touches all phases of a product’s life – from ideation to design to market implementation – ensuring that whenever a consumer interacts with a brand, the experience remains consistent throughout.
Creating compelling and consistent brand experiencesBrandSquare
Brand point management synthesizes multiple stages of a brand’s lifecycle for agility, efficiency and compelling and consistent brand experiences. It’s Schawk’s specialty. We explain it here.
7 effective types of advertising for your small businessAlejandroTrinidad7
¿Quieres utilizar un motor de búsqueda gratuito? Esto es nuevo, e incluso paga!!
Puedes usar mi enlace: https://bit.ly/3gqhpjD
No necesitas dinero, ¡Puedes usar este sitio web gratis y te pagarán a PayPal!!
Brands & Covid - How To Protect Your Brand: A Briefing For Marketing Leaders ...Alexander Niléhn
A BBH briefing on marketing in the time of COVID-19: how brands stay trading, stay helpful and emerge strong.
Will Lion, Managing Partner at BBH London, shares the key principles, thinking and data points on marketing in the time of COVID-19 – and encourages you to steal as much of it as you need.
--
bbhstockholm.se
bartleboglehegarty.com
Marketing in the time of COVID-19: A briefingTess Cassidy
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
Though the COVID-19 pandemic has created uncertainty across every facet of society, one thing is clear: The world will never be the same again. Here are five predictions on how marketing could evolve after the pandemic ends.
Brand Point Management: Creating Compelling and Consistent Brand ExperiencesSchawk, Inc.
Brand point management is a category that helps businesses produce consistent brand experiences providing a compelling motivator for the consumer to purchase a brand. Brand point management touches all phases of a product’s life – from ideation to design to market implementation – ensuring that whenever a consumer interacts with a brand, the experience remains consistent throughout.
Creating compelling and consistent brand experiencesBrandSquare
Brand point management synthesizes multiple stages of a brand’s lifecycle for agility, efficiency and compelling and consistent brand experiences. It’s Schawk’s specialty. We explain it here.
7 effective types of advertising for your small businessAlejandroTrinidad7
¿Quieres utilizar un motor de búsqueda gratuito? Esto es nuevo, e incluso paga!!
Puedes usar mi enlace: https://bit.ly/3gqhpjD
No necesitas dinero, ¡Puedes usar este sitio web gratis y te pagarán a PayPal!!
Brands & Covid - How To Protect Your Brand: A Briefing For Marketing Leaders ...Alexander Niléhn
A BBH briefing on marketing in the time of COVID-19: how brands stay trading, stay helpful and emerge strong.
Will Lion, Managing Partner at BBH London, shares the key principles, thinking and data points on marketing in the time of COVID-19 – and encourages you to steal as much of it as you need.
--
bbhstockholm.se
bartleboglehegarty.com
Marketing in the time of COVID-19: A briefingTess Cassidy
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
Though the COVID-19 pandemic has created uncertainty across every facet of society, one thing is clear: The world will never be the same again. Here are five predictions on how marketing could evolve after the pandemic ends.
Media relations-in-the-covid-19-news-cycle-enW7Worldwide
W7Worldwide Marketing Communications Consultancy Agency has released a 7-step guide to creating the right Media Relations strategy for the post lockdown phase of the crisis.
Marketing in the times of recessions reportIdentity Mena
The ongoing political and economical crackdowns in the Middle East are quite noticeable, in a way that was resulted in slow earnings last year and aggressive meltdown in the 1st quarter of this year.
The black swan theory or theory of black swan events is a metaphor that describes an event that comes as a surprise, has a major effect, and is often inappropriately rationalized after the fact with the benefit of hindsight.
With all the above mentioned situations, it seems as a whole flock of Black Swan events are circling the sky over the trade business and might at some point blot out the sun.
IF post Covid-19 marketing and brand building in a new world-part 4Jacques Erasmus
Idea Foundry hosted a webinar on Marketing and brand building in a new world. Where we explore 5 Key areas for brand focus, we see that will impact brands and their marketing in the "new world" We have been asked if there is a more detailed presentation so we decided to make a more detailed presentation available in a 5 part e-book series. Here is part 4 and with the fouth of the 5 Key focus areas for brands, enjoy and look out for part 5 being uploaded soon!
Marketing Interrupted - Marketing and brand building in a new world.Jacques Erasmus
We unpack how COVID-19 will impact a brand’s current realities and planning for your new world of marketing post COVID-19.
Exploring likely questions brands need to start asking themselves to ensure they are ready for post COVID-19 world. To some brands, it would have changed not just their marketing landscape but also their business model, while other brands might have a minimal change to their marketing landscape and business model.
IF post covid 19 marketing and brand building in a new world-part 1Jacques Erasmus
Idea Foundry hosted a webinar on Marketing and brand building in a new world. Where we explored 5 key areas of brand focus that we see will impact brands and their marketing in the "new world" We have been asked if there is a more detailed presentation so we decided to make a more detailed presentation available in a 5 part e-book series. Here is part 1 the introduction and the first of the 5 trends, enjoy and look out for parts 2 - 5 being uploaded soon
What's NEXT for brands after COVID-19?Sydney Funck
This report revolves around the question: How brands can pivot in times of crisis.
In this report about the impact of COVID-19 on brands, you'll learn :
What’s branding ?
What's happening right now in terms of endangered sectors, consumption shift and consumers expectations?
How to hold your own in times of crisis ?
Use your brand positioning as a pivot ?
More on : www.itsnemesis.com
Contact us : sydney@itsnemesis.com
Smithmarketing com-covid-19-marketing-tips-how-to-market-effectively-and-resp...Smith Marketing, Inc.
The pandemic that we’re experiencing right now has drastically affected a lot of businesses whether big or small. In order for your business to survive, you need to adapt to the changes that are happening. Well, that’s why we’ve come up with these COVID-19 marketing tips to help you out.
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
B2B marketing and Covid19: How the industry has adaptedDavid Gyertson
When the world changes suddenly, business and
industries react in different ways, at different speeds.
The B2B marketing industry has proved both resilient
and adaptable. This guide looks at some of the more
interesting and potentially long-lasting impacts
on our industry.
At
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
This has been a difficult time for many people across the world, in all industries and businesses; big, small and independently owned.
So, How do you Protect your Brand during COVID-19?
Read the latest White Paper by The Stitch Effect to find out.
Please feel free to share your thoughts and if you have comments or need Brand Guidance, feel free to message us.
Investments and actions during and after covid 19Jukka Veteläinen
During this time when government is forced to make rapid decisions about our health we marketers easily fall into the trap of thinking fast and reacting to the situation without proper analysis.
As our focus tends to be on communication as the fastest and easiest way to for us to react, we might forget the other pieces in marketing toolbox.
This document will give you guidance on
1. What marketing actions will benefit brands the most now and in the near future?
2. What are the implications of stopping advertising? What will they be in the longer term?
3. And do consumers even want brands to stop advertising at this time?
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
2. In the past weeks we have tried to follow the world during the Covid-19 crisis, and explored the many different aspects of it,
from the toll it took on consumers and businesses to the tendencies that we saw in Covid-related brand comms during and after
the lockdown.
And now, as the world is slowly reopening, we have decided it is time to say goodbye to our weekly newsletters. But not before
we put out a last issue, in which we attempt to make a kind of ‘takeaway’, or guide that businesses, and marketing professionals
could use to be more effective in their marketing communications while navigating a future crisis, or the aftermath of this crisis.
Because there will be an aftermath, and according to Les Binet, Group Head of Effectiveness at adam&eveDDB in London, and
globally acclaimed advertising effectiveness expert, it will likely be the biggest economic crisis since the Second World War.
The next pages are therefore the summary of his considerations and thoughts - based on the learnings of past recessions -
about the fundamentals of managing a brand successfully through an economic crisis
We hope you find it just as useful as we did. Take care, the DDB team
The full publication is accessible through WARC, via the following link:
https://www.warc.com/SubscriberContent/article/warc-exclusive/navigating-covid-19-survival-adaptation-and-recovery/132519
COVID-19 BASE STATION | #9
4. Before anything, we have to acknowledge, that this crisis is different.
The recession created by COVID-19 is not just an economic recession – it’s also a
humanitarian, social and political crisis:
1. We are facing a huge economic contraction
2. Most industries are facing long-term supply problems
3. Thousands of lives are at stake
4. Governments and Industries are cooperating
In fact, it’s more like a war than a recession.
And this means that businesses have to be considerate of the bigger picture,
the survival of not just themselves, but everyone else.
COVID-19 BASE STATION | #9
5. 1. Be prepared to forego profits for the Greater Good on the short term
This is a humanitarian crisis first, and an economic crisis second. Saving lives and preserving our
way of life should come first, business should come second. Because of this the right choice for
firms is to be “purpose driven”, even if that means lower profits for a while.
A. Because it’s the morally right thing to do.
B. Because what your business does now will be noticed and judged, by your staff and
customers, by the media and the state. Firms that fail to behave responsibly may face backlash
on every front, and their reputation may be tarnished for years to come.
Once the humanitarian crisis recedes, that’s when firms should start to focus on
making money again.
COVID-19 BASE STATION | #9
6. Nike closed all of its stores in the U.S., along
with other parts of the world, to try to curb the
spread of the virus on the 15th of March.
COVID-19 BASE STATION | #9
7. 2. Think about what your brand could do to “help the War Effort”
Think creatively about how to use your people, assets and marketing to save lives, reduce suffering & boost
public morale.
1. Saytherightthings.Yourcommunicationwiththepublicshouldbeusefulanduplifting,
avoidlookingopportunisticandself-serving.
2. Providepeoplewithuptodateinformation.Thereisclearlyabigrolefortightlyfocussedactivationforall
businessesrightnowgivingpeopleusefulinformationaboutopeninghours,supplyproblems,deliveryoptionsetc.
3. Helppeoplefindothermeansofbuyingyourproducts.Directresponseadvertisingcanalsoplayanimportant
functionalrole,enablingpeopletobuyproductsandservicesonlinethattheycan’tbuyintheshopsrightnow.
As an added benefit, anything you do that helps people and gets noticed will also help build your brand.
COVID-19 BASE STATION | #9
8. COVID-19 BASE STATION | #9
Many companies, LVMH (owner of luxury brands, such as Louis Vuitton)
among them started manufacturing hand sanitizer after the outbreak.
10. To adapt to such a complex crisis, businesses have to see what is best for them.
In a “normal” recession, the main problem facing businesses is a collapse of demand, but
because this crisis is not just an economic one, the changes are much more complex than
that. Besides demand, supply can also collapse, advertising needs to be thought through
much more carefully, and liquidity can also become a problem.
Some sectors or firms are facing a shortage of demand. (eg. premium products, sectors
affected by social distancing, etc.) but some sectors or firms are facing a crisis of supply
(eg. household items, commodity items, etc.)
Some companies may have enough money to weather the storm (big companies,
strategically important companies, etc.) vs. some may face a cash-flow crisis (startups, etc.)
In summary, the crisis is unique to each company/product – plan accordingly.
COVID-19 BASE STATION | #9
11. 1. The effectiveness of any advertising strategy is greatly dependent on your supply
After the initial reactions start planning your advertising based on how your supply chain looks:
A. If there is any disruption in the supply, or distribution of your product, proceed with care, since in case the
demand exceeds supply, the short-term ROI from advertising will be zero, or it may actually piss people off,
especially if it looks opportunistic. There may be several reasons causing supply & distribution problems, such as:
a. People not being able to generate demand (they are locked into their homes)
b. Unexpected shifts in demand are causing shortages (people bought all the toilet paper)
c. Staff absences and other disruptions along supply chains are causing shortages
d. Companies are facing liquidity problems
B. But if supply exceeds demand, use all the force of advertising at your disposal, to rebuild demand.
Of course some activation is always welcome, no matter the supply situation, such as providing people with
information about possible disruptions and how to deal with them.
COVID-19 BASE STATION | #9
12. Skyscanner’s #wewill campaign asked people to
share their stories of where they will go and
who they will visit once the pandemic was over.
COVID-19 BASE STATION | #9
13. 2. Think about demand as you plan your advertising strategy
Short term:
Immediate demand is about necessity.
Every industry is affected by a crisis,
some lose demand, some gain demand.
1. Is the demand growing for your
product? Then your brand can
capitalise on the retreat to a
simpler, more thrifty, home-based
lifestyle.
2. Can the demand be kept up with a
little push? Then adapt your brand
to the changed world.
3. Is the demand inevitably going
down? Then hunker down and wait
for the return of normality.
COVID-19 BASE STATION | #9
Medium term:
Medium term demand is about financial
stability. As the fear of the disease is
slowly disappearing, the financial crisis
will hit, making people become cautious
with their spending.
1. Can your brand thrive when people
are cutting back financially? Then
advertise.
2. Can you adapt to a less affluent
world? Then advertise.
3. Is your product something that
people cut from their budget? Wait
until the good times return.
Long term:
Long term demand is about brand
presence. During times of crisis, people
can change their consumption patterns.
When all this is over, some of the old
habits will come back, but some of the
new habits may stick.
1. Is there a long term marketing job
for to do, making sure that people
don’t forget you, and come back to
your brand when this is all over?
14. McDonald’s built it’s campaign during the lockdown on the Drive Thru
COVID-19 BASE STATION | #9
15. 3. Use all Ps, when planning your marketing strategy
To keep a balance, think about all 4 Ps of marketing – Product, Place, Price and Promotion.
1. Product & Place: Think hard about whether you need to change the mix of products and services you offer,
and how you deliver them. That may mean minor tweaks (bigger bags of pasta, online delivery), major shifts
(shifting production from perfume to hand sanitizer) or total disruption (temporary suspension of business,
redeploying staff to other industries).
2. Price: In a normal recession, caused by a collapse of demand, it may make sense to cut prices. But careful,
over-using discounting is risky, as it may have long-term effects on the consumer’s price sensitivity and the
brand image. Whatever you do, don’t forget, that profiteering is not a good strategy in the medium to long
term both from a market share and also from a public response point of view. There’s more to price than
maximising short term profit.
3. Promotion: Marcoms are an obvious cost to cut in times of trouble, but they are also a powerful tool for
stimulating demand, and a recession can be a great buying opportunity.
COVID-19 BASE STATION | #9
16. COVID-19 BASE STATION | #9
Many telco companies gave free data to clients,
or special packages ot healthcare workers.
17. 4. Think about the media market
Let’s not forget advertising ROI also depends on how expensive advertising is, and how much competition you
face.
A. Firstly, this may be a good time to increase share of voice. If your competitors are cutting spend, then it’s
easier for you to increase share of voice and accelerate growth. In fact, you can cut spend and increase
SOV, provided you cut less than your competitors do. And ESOV is a crucial prerequisite of long term brand
building even during a crisis.
B. Secondly, remember that media prices will fall, as demand for ad media shrinks, but supply (measured in
eyeballs and ears) does not. In fact, supply increases for some media. People watch more TV, listen to more
radio, use social media more and read more online news. With less money chasing more eyeballs, cost per
view plunges.
So if your company has the funds and the courage to maintain higher spend than your competitors, a
downturn is a great media buying opportunity.
COVID-19 BASE STATION | #9
19. Think like a startup
When a firm or product first launches, sales tend to rise quasi-exponentially due to a
combination of increased supply and herd behaviour. We can expect the same pattern of
growth as lockdown is eased. People will be slow coming back at first, with only a few hardy
souls venturing out. Then their friends will follow them, and their friends will follow them,
until things get back to whatever the new normal is.
So, as you start back up, maybe you should think like a start-up!
COVID-19 BASE STATION | #9
20. 1. Imagine you are launching your business from scratch when putting together
your advertising strategy
At first, ads can accelerate growth as lockdown is eased.
A. The analysis of the IPA Databank shows that new products and businesses are unusually responsive to advertising, and the
same may be true for products and services that are emerging from lockdown – it may only take a little nudge to get people
rushing back to buy your brand.
B. New firms and products tend to require a more activation heavy mix – the aim being to tell people that your product exists,
what it does, and a lot of functional stuff about opening hours, limits on numbers of customers allowed in at a time, etc.
C. If supply is increasing slowly, keep adspend modest at first - otherwise you risk being overwhelmed with demand you can’t
fulfil - but increase spend as capacity improves. But if your supply can be turned back on quickly, you may want to advertise
heavily to shift units.
But ads can help firms reach a higher “normal” level of sales once the lockdown is completely over.
A. As things return to normal, the balance in the communications mix should tilt gradually from activation back to the brand.
B. Similarly, people will come to need less information, habits will become more instinctive again, and emotional priming from
brand ads will become more important than functional information.
COVID-19 BASE STATION | #9
21. Aside from establishing a COVID-19 fund, Google has also made a wide range of their resources,
including their video conferencing service, Hangouts Meet, available for free.
COVID-19 BASE STATION | #9
23. Phase I. - survival
As in wartime, the normal rules of
business do not necessarily apply.
• Be prepared to forego profits for the
Greater Good on the short term
• Think about what your brand could
do to “help the War Effort”
COVID-19 BASE STATION | #9
The crisis is unique to each
company/product – plan accordingly.
• Think about supply
• Think about demand
• Think about all your Ps
• Think about the media market
When restarting a useful analogy can
be made with start-ups.
• Imagine you are launching your
business from scratch
Phase II. - adaptation Phase III. - recovery