As a result, Pizza Hut increased sales by 61%, Taco Bell grew … We believe in the power of fueling innovation through insights and are driven to know more and do more every day. And that’s what we’ve done.” Maintain (or even increase) your marketing spends, but ensure you have the data to back your investment. Already it is playing out in very unusual ways. Others have behaved less well so far. As a result, by 1976, Toyota surpassed Volkswagen as the top imported car manufacturer in the U.S.During the 1990-91 recession, McDonald’s dropped its advertising and promotion budget while Pizza Hut and Taco Bell took advantage of this decision by ramping up their advertising spend. Consider shifting messaging from product to brand, for example, and go for the halo effect. Many farsighted companies have willingly offered free goods and services to mitigate the emergency or to shield their employees from insecurity. This is especially true for those who have been hit before and saw earnings and retirement accounts take a significant hit, or, in the case of Beyond this, marketers should factor in a psychological overlay to their segmentation strategy. A lot of companies have chosen to downsize, and maybe that was the right thing for them. We know that SOV is strongly correlated to market share – if we allow SOV to fall below the brand’s share of market then market share is likely to fall over the year following. This is primarily driven by the fact that commercials and advertising in general need to reflect the current consumer mentality, regardless of the status of current means. Market research company System1, who measure consumer response to new ads on a daily basis in the US and the UK, are not yet seeing any signs of “ad alienation” (as of April 2020) due to the introduction of social distancing. But is that the best approach? A sharp recovery would be a departure from ‘normal’ recessions of the past, so the lessons from past recoveries may need to be reconsidered given this is an unprecedented, disease-driven downturn.The lessons for the marketing profession from the 2008 recession in the UK, for example, were clear, but they may not apply fully to our current situation. During … In many cases, they will be as severe as the worst of B2C. It will probably be different to ‘normal’ recessions, but many of the lessons about advertising from previous recessions still apply:Even as we wait to discover just how great the impact of the COVID-19 virus pandemic is going to be on economic activity, it now looks almost certain that there will be a recession. It would be the first since the “great recession” ended more than ten years ago. For the many brands that are unable to meet demand, however, extensive use of short-term sales activation would make little sense. When the economy bounces back, regular pricing can return. Use data to send targeted messaging.Travel destinations may want to target Boomers, for example, and smart advertising can reassure them about the dividends, fiscal and otherwise, they’ll feel from prioritizing quality time together and with their families. Brand advertising is not about profiting in recession, it is about capitalising on recovery. Add to this the general finding that stronger brands are more resilient to adverse events, and you have a fairly compelling argument for investment.What is certain from the 2008 experience and earlier recessions is that 'going dark' by pulling all brand advertising brings the real risk of permanently weakened business performance. For most physical products and services, demand is exceeding the ability to supply, but scalable businesses delivering important needs to house-bound customers, such as TV stations and video conferencing platforms that are not dependent on workplace usage, are fortunate exceptions. When a recession hits, marketing is typically one … Advertising strategy during the recession. The data covers inputs such as advertising strategy and budget, and a number of business outcomes, such as share and profit growth, allowing us to form a view about how the former influences the latter.The first caveat is that what we face is unlikely to be a ‘normal’ recession: it will be the first disease-driven recession of the modern era. It is sensible to debate the tone and nature of brand advertising to recession-hit customers, but not the importance of it.


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