Marketing in times of crisis; a counter intuitive point of view

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Marketing in times of crisis; a counter intuitive point of view

Marketing strategy in times of crisis

Conventional wisdom says reduce costs. This is true, however we need to see as marketing as an investment not a cost, we need to change the narrative and dig into the consumer psyche, tightening the understanding of the new need, to be relevant.

History tells us this, during WWII the ad spend increased from $2.2B to $2.9B. The big change was in the narrative, it shifted from selling immediate gratification to promoting patriotism, focusing on giving America a reason to fight "fighting for freedom, fighting for the American way of life".

At the start of WWII, Coca Cola was already as a symbol of the American way of life. They continued to advertise but shifted the narrative to reinforce the link among the war effort, the American way of life and Coca Cola.

General Electric shifted production from consumer items to components. Their ads changed from "GE enhances your personal life, to GE protects the American way of life".So as we move forward through a crisis, rather than cut marketing efforts, we need to ask ourselves, “Does my marketing message resonate with the new needs. We need to continue to execute during and plan for after the crisis.

Coca Cola, GE, advertisement, crisis

So as we move forward through a crisis, rather than cut marketing efforts, we need to ask ourselves, “Does my marketing message resonate with the new needs. We need to continue to execute during and plan for after the crisis.