Marketing during a Crisis
30mIntermediate2020-04-10
Authors
Brad Batesole
Marketing Thought Leader, Chief Learning Officer at Madecraft
Madecraft
Full-Service Learning Content Company
Course details
As a crisis unfolds, marketers and brands face a new reality: their strategies must change. The marketing approaches that were already in motion will no longer work, and new plans must be drafted from the ground up. In this course, learn how to reposition your brand during a crisis, what marketing steps to take immediately, how to reevaluate the landscape, and approaches to understand the new consumer mindset.
Topics include:
- Adopting a new marketing strategy
- Identifying the bandwagon effect
- Evaluating new trends
- Deciding what campaigns to pause
- Developing a needs-gap analysis
- Finding a way to be opportunistic
- Developing a rapid priority approach
- Exploring strategy team development
- Generating ways to cut costs
Topics include:
- Adopting a new marketing strategy
- Identifying the bandwagon effect
- Evaluating new trends
- Deciding what campaigns to pause
- Developing a needs-gap analysis
- Finding a way to be opportunistic
- Developing a rapid priority approach
- Exploring strategy team development
- Generating ways to cut costs
Skills covered
Marketing StrategyMarketingLimited Series
Concepts
0. Introduction
- 01 - Responding to marketing challenges
1. The New Reality
- 02 - The bandwagon effect
- 03 - The need for information
- 04 - Sharing important information
2. The New Consumer
- 05 - Shifting mindsets and goals
- 06 - Marketing to the new consumer
- 07 - Trends to attach to
3. Laying the Foundation
- 08 - Needs-gap optimization
- 09 - Continue or pause
- 10 - Are you being opportunistic
- 11 - Cutting costs
4. Strategies to Evaluate
- 12 - Trust is central
- 13 - Slow down
- 14 - Fast prioritization
- 15 - Developing a strategy team
5. Moving Forward
- 16 - Marketing in the face of uncertainty