Marketing in the COVID-19 crisis
This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.
Why it matters
The playbook from previous years cannot be rinsed and repeated in the current context for Ramadan and Eid. Brands will need to ensure they have a good sense of consumer sentiments and concerns before going full-steam ahead with marketing communications plans.
- Sentiment snapshots via quick surveys do not necessarily need extensive resources or time and will help take the guesswork out of planning communications.
- Brands must don the lens of empathy and consider how observers of Ramadan feel supported or less hindered during this global crisis.
- Take advantage of this period to train spokespeople as a channel of communications.