We were curious about what marketing activities companies have been running since the start of the crisis. The responses ranged from 'freezing all marketing activity, i.e. do nothing' especially for those industries which suffered the most, such as travel, so they can focus on their employees first (one should hope); to actively participating in the life of the community and donating advertising spend to support the government and front line crisis related causes.
We have singled out 4 approaches during the lockdown, which by no means represent an exhaustive list. However, we took a few examples which we found interesting and which illustrate some distinctly different directions. Hopefully, it should provide some guidance for marketing in this new territory.
If you are at the stage where you are trying to understand whether or not to advertise right now, we can see that people are open to it as we mentioned above. However, it is crucial to get two things right: the message and the tone.
For each strategy we chose one ad or message to illustrate this particular way to deal with advertising during this crisis. So without further ado, let’s jump right into the categories: