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

History has shown us that marketing spend shouldn’t contract with the economy. Instead, brands need to keep getting their message out there, or risk being supplanted by louder, more relevant competitors. Marketers should look at their brand assets and see which can authentically fit into the conversation.

Takeaways

  • There's a lot of noise out there, and people have probably never had greater brain fog. Critique every execution as if it's your only execution.
  • Look to price, product, channel and most importantly your key benefits and figure out how can you use them and apply them to the current climate.
  • Now is the time to push forward with your marketing because you can get better cut through and a bigger share of voice.