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ADAPT YOUR MARKETING STRATEGY FOR COVID-19

Customers may never know how a company’s finance or HR department responds to a major unpredicted event, but marketing sits center stage, its moves reflected in every ad campaign, message and channel. You set the tone for how customers perceive the brand during a difficult time.

Taking the right actions and finding the right message can be challenging, especially in a fast-changing situation. All companies should operate with integrity and trust even as they come under pressure from a swiftly evolving situation. Those with a product or service well-suited for difficult times must, meanwhile, tread lightly, lest customers think they’re exploiting tragedy.

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