Why it matters
Occasion marketing is essential in certain industries, as Easter, Halloween and Christmas drive consumer purchases. As COVID-19 upends these annual events, brands need to adapt in line with new consumer realities.
- Activation strategies may need to begin before they are usually introduced in recognition of new buying habits, not least the importance of e-commerce.
- With many consumers likely to be cash-strapped as the recession hits, introducing different pack sizes and options will be essential.
- Promotional strategies need not always focus on price, but could aim to obtain greater shelf space at a time when many items...