DU DURING RING A C A CRI RISI SIS W R A L D I G I T A L S O L U - PowerPoint PPT Presentation

C O V I D - 1 9 E R A M A R K E T I N G MA MARK RKETING ETING DU DURING RING A C A CRI RISI SIS W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

Deciding what to say, how, and where to say C O V I D - 1 9 E R A M A R K E T I N G TO MA O MARK RKET T OR OR NO NOT T T TO O it is a question only you can answer. All businesses are different. The following MAR ARKET, TH THAT T IS S TH THE presentation is meant to give you an idea of those who have done it, what we have QU QUESTION TION. learned, and what principles you can apply to your own business. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

Pizza za Hut: During the 1990- 91 recession, McDonald’s C O V I D - 1 9 E R A M A R K E T I N G decided to drop its advertising and promotional budget. Pizza Hut went the opposite direction, increased spending, and in turn increased sales by 61%, while McDonald’s sales declined by 28%. (source: Forbes) PRINCIPLE NCIPLE: Mar arketing eting du duri ring ng ti times es of cri risis sis is a r a risk k th that at may ay pay pay off W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

Kellog’s : In the 1920’s, Post led the cereal category in C O V I D - 1 9 E R A M A R K E T I N G sales, but cut back spending significantly as Great Depression hit. Rival Kellog’s doubled its advertising spend, grew profit by 30%, and became the category leader, a position it maintained for decades after. (source: Forbes) PRINCIPLE NCIPLE: Mar arketing eting du duri ring ng ti times es of cri risis sis is a r a risk k th that at may ay pay pay off W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

WH WHY Y MAR MARKETING KETING C O V I D - 1 9 E R A M A R K E T I N G WORKS WO RKS DU DURI RING NG TI TIMES MES OF OF CRI CRISI SIS W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

R E A S O N # 1 : DI DISR SRUPTION UPTION . C O V I D - 1 9 E R A M A R K E T I N G Getting noticed can be challenging. When people’s lives, routines, finances, and focus get disrupted, they are sensitive and more open to new ideas. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

R E A S O N # 2 : LE LESS SS CO COMPE MPETITION TITION . C O V I D - 1 9 E R A M A R K E T I N G People have less stimuli in their lives. Brands no longer are competing with environmental stimuli, travel times, and social activities. People are in front of screens with more time to fill. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

R E A S O N # 3 : STABI ABILIT LITY. C O V I D - 1 9 E R A M A R K E T I N G Businesses that do not seem affected by times of crisis send a message of stability and long- term trustworthiness. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

In Indu dustr trie ies Seein eing g Boom m Dur uring ng COVID ID-19 19 C O V I D - 1 9 E R A M A R K E T I N G 1. Pet Industry 8. Grocery and Grocery Delivery 2. Remote Working Software 9. Online Education 3. Restaurant Delivery 10. Home and Garden 4. At Home Fitness and Beauty 11. Logistics 5. Consumer Packaged Goods 12. Social Media 6. E-Commerce 13. Telehealth 7. E-Sports 14. Streaming Services Sources: Centro, Research and Markets W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

DIGIT ITAL AL AU AUDIE IENCES CES SURG RGE Digital is where people are. WRAL has seen combined traffic double C O V I D - 1 9 E R A M A R K E T I N G from March to April (1) . Phone usage is up 200% (2) . Internet usage is up 70% (3) . News viewership is up (4) . Social media usage has surged (5) . (sources: 1: WRAL, 2: Twitter, 3: NY Times, 4: NewsWeek, 5: NY Times) W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

C O V I D - 1 9 E R A M A R K E T I N G I F Y O U W A N T T O P A R T I C I P A T E , WH WHAT T DO DO YOU OU SAY? Y? W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

C. KRUEGER’S BAKERY: Cookies with positive or COVID19 messages C O V I D - 1 9 E R A M A R K E T I N G PRINCIP NCIPLE LE: Spr pread ad good od cheer heer, , inf nformati rmation n an and e d enc ncour ourageme agement nt. . Sho how w yo you u car are e ab about ut oth thers. s. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

LVHM HM COSMETICS ETICS: Using their distillery to produce and donate C O V I D - 1 9 E R A M A R K E T I N G hand sanitizer PRINCIP NCIPLE LE: Use your assets for society’s ne new ne needs ds an and t d tell l pe peopl ple ab about ut it t th through ugh ba basic spl plas ash h pa page. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

DURHA HAM DISTIL TILLA LARY RY : Using their facilities to produce and donate C O V I D - 1 9 E R A M A R K E T I N G alcohol hand gel PRINCIP NCIPLE LE: Use your assets for society’s new ne ne needs ds, , word d will ll spr pread ad qu quickly kly. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

JOE WICKS: S: Launched a free P.E. workout for homebound C O V I D - 1 9 E R A M A R K E T I N G children PRINCIP NCIPLE LE: Put ut yo your ur ex exper pertise tise to work k in n ne new way ways s onl nline. ine. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

BURG RGER ER KING: Sharing secret recipes for people to make C O V I D - 1 9 E R A M A R K E T I N G their own Whopper at home PRINCIP NCIPLE LE: Address people’s need of comf mfor ort. t. Also, o, sha hare re yo your ur secr crets, ets, it t sho hows s yo you u ar are pu putt tting ng peopl pe ple e ab abov ove e pr profit. it. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

COLUMB UMBUS US REGIO IONAL AL: Distributing a “Do I Need a Mask” graphic on C O V I D - 1 9 E R A M A R K E T I N G their social channels PRINCIP NCIPLE LE: Provi ovide de he helpf pful ul inf nforma rmation tion pe peopl ple e car are ab about ut. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

BUDWEIS WEISER ER: Created “Save Pub Life” website where they C O V I D - 1 9 E R A M A R K E T I N G match donations to local pubs unable to stay open PRINCIP NCIPLE LE: Help lp out ut str truggl ugglin ing g bu busines nesses ses an and i d ind ndus ustries. tries. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

POPEY EYES ES: Giving its Netflix username and password to C O V I D - 1 9 E R A M A R K E T I N G fans who post pictures of themselves using contest hashtag PRINCIP NCIPLE LE: Hav ave e fun un cont ntes ests ts with th pr prizes es for r pe peopl ple e stu tuck k at at ho home. e. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

FORD: Offering deferred payments and special C O V I D - 1 9 E R A M A R K E T I N G financing PRINCIP NCIPLE LE: Give ve cus ustomer tomers a b a bre reak ak! W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

C O V I D - 1 9 E R A M A R K E T I N G I F Y O U W A N T T O P A R T I C I P A T E , HOW OW DO DO Y YOU OU SAY IT Y IT? W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

FORD: A commercial placing text on existing C O V I D - 1 9 E R A M A R K E T I N G footage and photos PRINCIP NCIPLE LE: Combine bine old d footage age an and p d pho hotos os with th ne new words ds an and m d mus usic ic to cre reate ate ne new ad advertisements tisements W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

NIKE: E: A commercial using black and white photos C O V I D - 1 9 E R A M A R K E T I N G PRINCIP NCIPLE LE: Low-resolu resolution, tion, qu quickly kly-done done commer mmerci cial als s ar are re real al, , au auth thent ntic, ic, an and p d popu pular ar. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

BUFFALO FALO WILD D WINGS: S: A commercial using user-generated phone C O V I D - 1 9 E R A M A R K E T I N G videos PRINCIP NCIPLE LE: Comm mmer erci cials als sho hot t with th iPho hones nes ar are aw awesom ome e ar are re real al, , au auth thent ntic, ic, an and c d cur urren rent W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0

NIKE; E; ORG RGEON: ON: Commercials using text on screen C O V I D - 1 9 E R A M A R K E T I N G PRINCIP NCIPLE LE: Tex ext t on n scree reen, n, whe hen n comb mbined ined with th mus usic ic, is eas asy y to pr produ duce ce an and v d very y po power erful ul. W R A L D I G I T A L S O L U T I O N S . C O M | A P R I L 2 0 2 0