Below you’ll find an ongoing collection of what some brands are doing to market during these challenging times.
We created Hello Bello because parenting is hard. And near impossible to do alone.
Now we’re creating Camp Hello Bello... because parenting while being home all day is even harder. And we want to do it together (virtually, of course.)
"USAA is supporting worldwide efforts to contain the spread of COVID-19, while making sure you have the tools and access you need to manage your financial life. Please check this site for updates. And if we can help, please contact us."
- Wayne Peacock, President and CEO
Because of the impact of COVID-19, local food partners likely will see an increased need for the help Million Meals provides. Arvest encourages anyone who usually supports the Million Meals campaign through in-branch food contributions or fundraisers to donate directly to their local food bank or other appropriate organization if they are able
American consumers are still optimistic about the economy, but they’re already reporting changes in their income, spending, and behavior.
Consumer psychologist Kit Yarrow has advice for brands talking to their customers during the COVID-19 pandemic. “Understand what consumers really need right now and then [offer] that to them,” she tells Ad Age’s E.J. Schultz on this week’s episode of the Marketer’s Brief podcast. “Anything that you say is irrelevant right now. It’s really all about what you are doing.”
A survey of more than 35,000 consumers globally by Kantar found that just 8% thought brands should stop advertising. However, there is a clear expectation that companies should play their part, with 78% of consumers believing brands should help them in their daily lives, 75% saying brands should inform people of what they’re doing and 74% thinking companies should not exploit the situation.
Anhueser-Busch InBev today announced it will redirect $5 million that it normally spends on sports and entertainment marketing to the American Red Cross to support the fight against the coronavirus pandemic. The donation comes as the sports world remains shut down.
For many brands, the immediate response to advertising during bad times is to retreat to avoid potential negative brand association. This is understandable, especially in an acute but temporary crisis. But in the current situation, which is protracted and unfolding before a captive global digital audience, strategic invisibility may be the wrong choice.
Brands may need to shift their positioning in response to the COVID-19 pandemic, as consumer attitudes and preferences evolve in line with the changing situation. The best brands are defining themselves with a mission statement and working from that standpoint, and recognizing that they still can grow share during this period of time.