Advertising During Times Of Uncertainty
“When times are good you should advertise. When times are bad you MUST advertise.” —Popular Advertising Adage
In an unprecedented business environment like the one we’re currently experiencing, it’s critically important for brands to be calm, measured, and empathetic in everything they do. To help you with some of the issues you may be grappling with, we’ve pulled together these helpful articles and essays about advertising during a crisis.
1. Purpose At Work: How Brands Lead With Their Purpose To Combat The Coronavirus
This Forbes article explores the importance of having a deeply rooted brand purpose that aligns with every aspect of your business (not just your marketing). The author offers five lessons that brands should pay attention to during these times. (Link)
2. When A Recession Comes, Don’t Stop Advertising
Written in 2019, this Forbes article digs into the aftermath of the 2008 recession and highlights various brands that benefitted by maintaining their ad budgets during economic downturns. (Link)
3. CERC Psychology of a Crisis
This downloadable PDF from the CDC explains the psychology of how people take in information, process information and act on information in crisis situations. When crafting communication to stakeholders, we highly recommend brands keep these things in mind. (Link)
4. How to Market in a Recession
Back in 2008, Harvard Business Review posted this article which highlights eight factors that brands should keep in mind when adjusting or making their upcoming marketing plans. Number eight is one of our favorites. (Link)
5. How to Survive a Brand Quarantine During Coronavirus
AdWeek takes a look at how today’s challenges are going to separate the professional marketers from the amateurs. They highlight how important it is to have the right people in your corner, because “strategy means knowing when to stay silent just as much as it means knowing what to post and when.” (Link)
So, let’s work smart. Let’s work together. And, let’s help the brands we represent remain strong, ensuring they are ready for the much more positive days that lie ahead.