Marketing In The Face Of A Crisis
The current social climate crisis clarifies the urgency to address branding and marketing on new innovative approaches. In a world bruised by a substantial pandemic and a roaring war (Ukraine vs Russia), fluctuations are inevitable for most if not all countries. A hop into history highlights the evolution of such a promotional instrument.
A major blow - recession(s)
Lore has it that amid an economic downturn, priorities alter irrespective of the entity. The Great Depression (1930s) offers key takeaways! With a drastic budget trim, customers had to reevaluate their choices and instinctively opt for either lower-cost goods and services or the bare minimum. This should have been the tip-off point for most firms! One question arises: HOW? Emotional motivators are the go-to. During such a desperate time, empathy is the skill to master; it will come handy when addressing the distress undergone and through branding, a message of strength, solidarity and leadership is being sent whereby the latter is fine-tuned to the sensitive mood of the clients.
Kellogg’s is one epitome of distinguished headway (The Cereal War); its relentless yet consistent marketing strategy to reinforce the emotional bonding and engagement (via discounts and promotions) in the 1900s paid off with a boom of 30% more profit while still topping the list in the 21st century compared to its competitors (Post) who gave up. Amazon used the same marketing strategy during the 2008’s downturn. Kindle was launched despite the risks while growing its current market share; today, it savors the privilege of a monopoly and maintaining its vast customer base. I firmly believe that it was the perfect opportunity to stand by the people and when the actual money comes in, those companies would stay at the top of their minds!
Right through a pandemic
With the sudden outbreak of an unprecedented ailment, the world reached a halt. Lockdowns followed with much uncertainty in all realms; everyone turned to survival mode. Working from home became the new normal with social platforms (Facebook Ads, Instagram, Twitter) being the prime target for marketing, let alone the question of logistics and transportation. With a more open-minded audience, in my opinion, enterprises have invested in those easy-to-use and low-maintenance media and savor digital opportunities to build brand value. Trusted relationships have been built but little do we know if those firms are keeping up with the consistent and creative marketing styles (exclusive deals and promotional emails based on algorithms). In another perspective, start-up firms have crumbled over the active dominance of big companies; some to the extent of meeting a dead-end.
A possible WW3?
Just as we hoped for world recovery, the uproar of war could be heard. Missiles shrieking, mass decimation, famine and inhuman treatment amongst others make up the new conflict zone - the new breeding ground for total market shut down. Global brands (Shell, McDonalds, General Motors Co, Volkswagen, Finnair, American Airlines) have halted all operations in Russia as an emblem of unity and solidarity for Ukraine. Such an immediate retreat entails massive human capital and investment loss but the main purpose is to cut down on all sources of “fuel” to an invasion and gradually trimming the probability of war. To further preserve their brand image, those companies stood firm on their decision as another hashtag movement followed days earlier, “#boycottMcDonalds” and “#boycottCocaCola” while changing their logos to reflect the Ukrainian flag. Not to mention some set aside a portion of their marketing budget for humanitarian purposes in Ukraine.
Is the Kremlin “denazifying” Ukraine or is it abiding by the Nazis’ modus operandi for self-interest? In either case, marketing is being weaponized! In Russia, the fourth element of the Separation of Powers, the media (aka society’s watchdogs) has been taken over by the government to regulate propaganda. Is it still viable to continue advertising when all platforms have been “captured”? Indeed, digital ads are the new buzzword (of course, the marriage of automated technology and the art of bypassing government filters). Wargaming, a Cyprus-born game, is using in-game narratives to depict the prevailing violence. Ads became a medium to spread truism on Russia’s ruthless approach and thirst for power with Twitter, Google, Meta and YouTube stopping publicity for the sake of protection. With the recent scandal of CNN and AppleBee, ads blocking (blocking ads from appearing next to news coverage on the crisis) has become an option as a sign of emotional commitment and mindfulness.
Should brands leaving Russia high and dry fear Putin’s political marketing? Going by the Nazis’s methodology, politicised consumption is to be critically noted. To what extent is the correlation between mass culture and the Russian political movement? Public opinion can be manufactured and persuasion is the gateway to all evils. In 10 years, the Russia-Ukraine invasion will be mere history; but little do we know about what the future holds! Will geopolitics be biased and swear by “an eye for an eye”? Will we be facing the Kremlin’s marketing machine as in “Selling Putin” for optimum yield on the Russian soil (tribute to the oligarchs)? It is hard to say! Yet, for now, recommendations have been well-sought.
Recommendations
80/20 rule: 80% of marketing should be geared towards supporting the victims rather than a war for nation branding. It can be in terms of the various humanitarian assistance methods, donations or promotions/discounts. The remaining 20 % should reflect the firm’s identity and be news-sensitive. In such a strategy, scandals such as that of CNN may be avoided. It is key to remember that the war is finite and as such, people will run off to brands (concept of creating loyalty) which sheltered them, as per the effect of muscle memory!
Sun Tzu’s Art of War teaches us key principles when it comes to business functions. Here are some effective takeaways:
No such excuse as “limited resources” exists
An agile methodology makes successful marketing
The general who wins a battle makes many calculations in his temple ere the battle is fought.
Attack him where he is unprepared, appear where you are not expected.
If your opponent is taking his ease, give him no rest.
Maximizing on the resources at hand is an art that not many master. Creativity may stumble upon new possibilities that didn’t exist; from only five unique hues, the world has an infinite amount of color potential! Likewise, brand promotion should be data-driven (customer-intelligence) and tactics should be seamlessly quick.
Have an emergency plan > crisis marketing: A heartache cannot be denied! Yet, the global economy waits for none. Deliberation on decisions, agility when an opportunity presents itself, intentional successful marketing and a realistic budget are much needed in times of pandemonium!
