Marketing during times of crisis and Covid 19 that was presented for the TiE Chennai Webinar on 1st April.

1. 5/09/2018
Marketing during times of Crisis
Vikas Chawla & David Appasamy

2. 2
Covid-19 and its impact on
marketing and brands

3. Covid is still here and rising

4. Insights from Linkedin
● Members are working to raise awareness as conversation around #coronavirus grew more
than 7X over the past four weeks, along with #prevention, #safety, and #wellbeing.
● #coronavirus has been in the top 100 hashtags since January.
● “Remote working” searches on LinkedIn Learning have tripled since January as employees
and managers look for advice.
● Similar for all platforms like Whatsapp, FB, Twitter, Facebook, TikTok, YouTube etc

5. Planned purchases are being deferred (Source: WPP)

6. What did WPP find out from brands

7. What did WPP find out about marketing

8. Work form Home is likely to become more popular
Across industries, in a recent LinkedIn survey, respondents told us:
● 43% are now working remotely, and 52% are doing more calls on phone or video.
● 44% of senior leaders are somewhat or very likely going to make remote work policies permanent.
● 54% of senior leaders reported their companies are implementing virtual events as a result of the
coronavirus outbreak, and 45% say this is somewhat or very likely going to be a more permanent
shift.
● 36% stated they’re more productive when they’re working from home.
○ Not surprising given many office-workers struggle to focus in an open-office floor plan. 26% are
feeling no impact to their productivity at all.

9. Early analysis by Nielsen shows a huge spike

10. An anxious nation needs re-assurance
Can your brand provide it?

11. 11
Take a first step towards
communicating to your customers
with empathy

12. First step would be to directly communicate to
your customers - keep it crisp and empathetic

13. In these complicated times, try and keep your
message simple

14. Update social handles, Google maps etc

15. Stay Topical

16. Minimal Banda - Covid-19
https://www.instagram.com/p/B-UrNBchfGv/
Swipe to see the full video.
Minimal Banda is a graphic
designer/photographer and specialises in
minimal graphics for creatives. He made a
creative that rearranges the word Stay Inside to
Sanitised.

17. Stay relevant and contextual

18. Social Distancing is a topic many brands have taken

19. THE HINDU
FEVICOL

20. How did auto brands do it

21. How did auto brands do it

22. Chiquita - change in logo
Swiss banana producer and
distributor Chiquita Brands
International company posted a
version of its logo without Miss
Chiquita saying, ‘I’m already home.
Please do the same and protect
yourself.’

23. Bisleri #BeSafe https://www.instagram.com/p/B-OtG_0hyc-/

24. 24
Find ways to stay relevant in the
conversation

25. Great time to showcase leadership & sent the right messages

26. Staying Relevant - Example of Tesco

27. Stay Relevant - Toilet Paper

28. Be careful and don’t make it about yourself - be
compassionate first

29. Keep the human element as much as possible

30. Nagpur Police

31. Ixigo

32. Even B2B brands are leveraging it

33. Nike - Messaging
Link
This campaign maintains a strong
message without the restricting itself
to product placement or visual
metaphors, rather it focuses on a
powerful sentiment with the goal to
make those who are staying at home
proud of their role in the effort to tackle
this outbreak.

34. Upgrad - How not to work from home
Link: https://www.instagram.com/p/B9_5ejkpBgJ/?igshid=2kqsvgkw0xh6

35. 35
Trending Posts - Work From Home Checklist Posts
Brands are sharing a bunch of
quirky, healthy and educating
activities for their followers to
take up while they are working
from home.

36. Contribution & Giving Back - Consumers believe
in action, especially in times of crisis

37. What to do when you cannot create new content
while Working from Home?

38. Re-use existing content where feasible

39. Re-use existing content where feasible

40. People have a lot of time at home - how can you
help them?

41. People have a lot of time at home - how can you
help them?

42. Helping them #WorkOutAtHome

43. 43
Constantly Re-assess and adjust
your marketing

44. No better time to accelerate ecommerce

45. Stop regular advertising - e.g. This came out
yesterday

46. Adjust your marketing on the go

47. A NEW Normal is gradually forming - will your
brand be part of it?

48. 48
Run your marketing and business
remotely

49. Leverage the Digital Workplace to get the most

50. Everything is going virtual - even concerts

51. Events are going virtual too - just like TiE Distance Learning

52. Everything is going virtual - Webinars, Live Sessions

53. Key Takeaways
● Be aware and updated on the developments around Covid-19
● Take a first step towards communicating to your customers with empathy, if not done
already
● Find ways to stay relevant in the conversation, without being intrusive
● Find ways to reuse existing content and campaigns where relevant
● Constantly Re-assess and adjust your marketing as the situation develops
● Run your marketing and business remotely - and conduct live events like this where
feasible
● Find a way for your brand company to be part of the NEW Normal

54. 54
THANK YOU!
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