The essence of marketing work during a crisis
Posted: Wed Jan 29, 2025 8:58 am
Success will come to those companies that understand how important well-thought-out marketing is during a crisis.
What exactly can be done? For example, assign the heads of all departments of the company to jointly engage in planning. Obligate each marketer to draw up a step-by-step work plan for the year with calculations.
The essence of marketing work during a crisis
Source: shisu_ka / shutterstock.com
After reviewing all submitted plans medical mail list for their literacy and realism, management determines what is reasonable to spend funds on and what is not. This will protect the company from unjustified and useless investments.
Properly organized marketing during a crisis will help a company not only stay afloat, but even strengthen its position in the market.
In China, the word "crisis" is defined by two characters, namely "danger" and "opportunity." And this is a very precise definition. These are the tasks that marketing faces: to determine the degree of danger of the situation and to identify opportunities for development and growth.
Diversified companies probably have more opportunities to withstand difficult times. If there is a decline in one area, then in another at this time, most likely, everything is calm or there are even conditions for growth. Here, success depends on the work of marketers, who must promptly analyze the situation on the market and competently direct the distribution of the company's funds. At the same time, risks must be minimized, and emerging opportunities must be used to the fullest extent.
A simple example. People buy fewer cars during a crisis. That is, manufacturers of materials for the automotive industry will see a decline in work. However, auto repairmen will see an upswing, because many people will continue to drive old cars (and they, of course, will have to be repaired more often). Thus, the geographical aspect is important here in identifying the client audience and investing money where it is guaranteed to bring profit right now.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Customer needs also change during an economic downturn. If previously they cared about the prestige of a brand, its design, now the long service life of a product, cheap consumables, etc. come first. Marketing in a crisis faces the task of keeping up with these trends and giving people what they need right now, retaining customers, otherwise they will go to competitors for what they did not find with you.
What exactly can be done? For example, assign the heads of all departments of the company to jointly engage in planning. Obligate each marketer to draw up a step-by-step work plan for the year with calculations.
The essence of marketing work during a crisis
Source: shisu_ka / shutterstock.com
After reviewing all submitted plans medical mail list for their literacy and realism, management determines what is reasonable to spend funds on and what is not. This will protect the company from unjustified and useless investments.
Properly organized marketing during a crisis will help a company not only stay afloat, but even strengthen its position in the market.
In China, the word "crisis" is defined by two characters, namely "danger" and "opportunity." And this is a very precise definition. These are the tasks that marketing faces: to determine the degree of danger of the situation and to identify opportunities for development and growth.
Diversified companies probably have more opportunities to withstand difficult times. If there is a decline in one area, then in another at this time, most likely, everything is calm or there are even conditions for growth. Here, success depends on the work of marketers, who must promptly analyze the situation on the market and competently direct the distribution of the company's funds. At the same time, risks must be minimized, and emerging opportunities must be used to the fullest extent.
A simple example. People buy fewer cars during a crisis. That is, manufacturers of materials for the automotive industry will see a decline in work. However, auto repairmen will see an upswing, because many people will continue to drive old cars (and they, of course, will have to be repaired more often). Thus, the geographical aspect is important here in identifying the client audience and investing money where it is guaranteed to bring profit right now.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Customer needs also change during an economic downturn. If previously they cared about the prestige of a brand, its design, now the long service life of a product, cheap consumables, etc. come first. Marketing in a crisis faces the task of keeping up with these trends and giving people what they need right now, retaining customers, otherwise they will go to competitors for what they did not find with you.