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To Blog

Marketing in the world of COVID-19

April 21, 2020
-
Shopper Behaviour, Shopper Vol 10
MarkRitson

From advertising budget cuts to customers watching their dollars, in a recent Marketing Association webinar, marketing guru Mark Ritson explored how marketers can deliver successful campaigns in a climate of uncertainty.

Ritson reflected back on brands that delivered in similarly disruptive circumstances, alongside those that didn’t – providing viewers practical insights and applications to prevail and even discover opportunities to positively impact businesses of all sizes in the heat of COVID-19.

The Three Economic Phases of COVID-19

Ritson began by exploring what he believes will be the three phases of the pandemic, coining the initial phase of the ‘COVID Crisis’, and predicting it could last up to 18-months.

He believes this current period presents tactical opportunities in which he anticipates will attract a wide spectrum of survival responses. He highlighted the demarcation between three different business responses: to ‘Flex’, ‘Freeze’, or ‘Fix’, depending on your particular circumstances. The real question lies in which direction you should take moving forward.

The wrong way

There is a current plethora of pointless communications from executives ‘feeling the pain’ of the customer. Although not necessarily harmful, it gives an illustration of the overstated role they believe their companies have in the lives of the customer. Further, he noted that although seemingly savvy, the trend towards playful design tricks may come across as insensitive. He used the McDonald’s Brazilian team decision to separate their usually conjoined Golden Arches as an example that while gaining significant media coverage, was rather self-indulgent.

The four horsemen of the tactical apocalypse

Ritson suggests that how we manage Jerome McCarthy’s Four P’s of marketing is more important now than ever. Despite popular tendencies to use a promotion-based approach, any communication attached to COVID is likely to get lost in the noise and appear predictable and clichéd. Further, although un-paid community contribution has intrinsic value, marketers should focus on generating value for both customers and the organisation. He notes Uber, Meny and Woolworths have been exemplifying this in their respective categories, earning revenue as a result; alongside playing their part to keep the economy turning

Thinking along the strategic plane

Ritson advised us to use this time to think within ‘the strategic tent’. Market research insights are not likely to be certain in the heat of Covid’s climate but now is a good opportunity to strategically plan for the year ahead.  

Phase Two – The False Penuma

When this crisis phase ends, Ritson suspects we will see a three-week False Penuma – a period where people start to predict changes they hope to see. During this time, we’re also likely to anticipate ‘Bill Withers Effect’ -false claims that the world will change indefinitely due to the crisis. Smart brands will avoid this pitfall, as what we are likely to see is the start of an exogenous recession.

Phase Three – The Exogenous Recession

The final phase will be exogenous because it will be created from an external factor, COVID-19, and dangerous because we think everyone will come out with new energy; when in reality the opposite is true. He emphasised that we have two useful weapons against recession, brand, and advertising and that if you have already residual brand equity; you’ll return to growth much faster than weaker brands.

Advertising during a Recession

In this final sequence, Ritson covered the major trends in past recessions, proving that companies that maintained their advertising investment resulted in a much stronger position compared with those that cut spending. He inferred that those who maintain or increase their budget during and post-recession will be presented with fruitful growth opportunities and see a rise in the extra share of voice ESOV relative to competitors.

This was another great presentation from one of today’s leading lights in the industry. His advice: keep calm and carry on during this difficult time, and prepare your business to be in a position of strength when we make it out the other side.

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Indie LudbrookShopper Vol 10
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Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

Read more about this, along with the other exciting things we and our clients have been up to during this period in our latest newsletter. Link in our bio. ✨

#GoodEnergi #BlackOut2020
  • Another year has rolled by and we are back to Matariki Festival and the new year. We recommend visiting Takutai Square at Britomart to get your hands some  delicious hangi by the @themaorikitchen and watch daily kapa haka performances

 #heartofaklcity #matariki #hangi @heartofaklcity
  • A very happy belated birthday to our amazing account directors, Melissa and Pen. ✨ 

We are so grateful for both of your diligence and hard work over the years.

You both bring so much joy to our team and clientele, we appreciate all your contributions to making the magic happen.

Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

It was an action packed day filled with lots of hard work, followed by an amazing gin-making session with @thebotanicaldistillery and a divine meal at @mudbrick_nz in the evening.

2020 Here we come!👊🏼 #GoodEnergi #AwayDay2020 #WaihekeIsland
  • Our front door has undergone a bit of a makeover to include the newest addition to our family on Anzac Ave…

Very exciting times ahead!

#GoodEnergi #ArugaNZ #Headlight #Partnership
  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

#GoodEnergi #ArugaNZ #PR
  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
  • Happy birthday for Saturday 23 May @vishalponnappa. Thank you for your diligence, integrity, creativity and strategic smarts that you bring to the Energi clients everyday. Enjoy your next 12 months traveling around the sun and your @jumpinggoatliquor birthday gift with our sincere best wishes and appreciation.

Copyright 2020 Energi Advertising Holdings Ltd

Marketing in the world of COVID-19 | Energi Advertising