Table of Contents
The stages of the coronavirus crisis in marketing
Days prior to the declaration of the State of Alarm.
Declaration of a state of alarm.
During quarantine.
End of quarantine.
What are brands doing in terms of marketing?
They reinvented their online content.
Boosting your CSR.
Designing the return.
The coronavirus will go down in history as one of the most important health and economic dramas on a global level. A kind of hurricane that, in a matter of days, completely changed the strategy of all companies. At Uzink , also working from home, we analyze the coronavirus crisis in marketing and how brands are reacting in their communication.
The stages of the coronavirus crisis in marketing
Brands are not immune to the coronavirus crisis. However, all korean email address list those with services in direct contact with the public have been the most sensitive in terms of reputation. We find 4 stages:
Days prior to the declaration of the State of Alarm.
News of positive cases began to fill the main media outlets and citizens became fearful, reduced their commercial activity and actively requested concrete measures from brands. In the previous days, many companies suffered online and media reputation crises.
Declaration of a state of alarm.
The scenario changes according to the general rule of the State. In just two days, coinciding with a weekend, companies – forced to work remotely or physically close – had to prepare official communications in record time, update their online image and begin to rethink their immediate strategy.
During quarantine.
At this stage, which we are still in, brands are forced to stop their planned actions (advertising investment, events, sponsorships, etc.) to reorient their efforts towards online communication. Social networks are the channel that allows them to be active and close to the community. However, the content strategy would have to change radically, as we will see below.