Here's how top marketers are navigating advertising and management during COVID-19:
that people have in three areas: fear of getting the virus, fear of financial difficulty as a result of the economic downturn, and fear of what to even do with all the downtime. That includes custom content sponsored by various brands. For example, Bud Light has a new concert series and a tracker for which bars and restaurants have take-out service. Others are sponsoring classes, like a new celebrity chef cooking series from Stella Artois and a workout series from Michelob Ultra.
“We're not in advertising mode right now,” Marcondes said. “That’s the most important thing. We’re acting on a relevance and action kind of mode.”The delivery meal subscription startup has seen rapid growth as people opt for pre-made meals rather than worrying about take-out or cooking at home. And that’s led to more demand than the company is able to handle. While it had expected to deliver 50 million meals in 2020, the company was on track in mid-March to hit 5 million for a single month.
"If brand reflects culture an culture reflects brand, in this time it’s really important how that brand becomes expressed through internal communications, through actions the company is taking to support the workforce,” Treseder said. With more and more people opting for deliveries during social distancing, Postmates has been one of the company that’s been especially busy.
Talkspace also launched a new 16-day program on top of its usual subscription service that helps people deal with specially with COVID-19 concerns. All of these efforts have led to seeing 100% year-over-year growth, and he said there’s no sign of it slowing down. Another area of focus has been to improve cybersecurity issues. Lurie said IBM has been educating remote employees about the importance of cyber security especially when working from home. Chris Stadler, CMO, Tonal
Using the tagline “workout from home,” the company has been doubling down on TV and OTT advertising while also during their closed showrooms into places to do live virtual demos for potential customers. while also leveraging the staff to do videos from home. Tonal is also donating $1 for every workout to the CDC Foundation. If you’re a marketer at Guinness, St. Patrick’s Day is like the Super Bowl.
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