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.

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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.

Takeaways

  • 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.