From the course: Marketing during a Crisis
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Are you being opportunistic?
- Companies live for seizing opportunity. But it's one thing to pivot to changing market conditions, and it's another to build marketing campaigns that are tone deaf to a real crisis. Now, marketing approaches during crises tend to fall in one of four buckets. Now, people want to buy from companies that do good, which makes it appealing to ramp up cause-oriented marketing. Often, we see companies immediately allocate funds to impacted groups or make resources available to support their communities. And this is all fine, assuming you're actually making an impact. If you're jumping in, be aware that your motives will now be challenged. Cause-oriented marketing does well in the midst of crisis, as long as it's genuine. Another category of marketing we see is opportunistic. Now it's not uncommon for marketers to use a situation to gain attention. It's also smart to evaluate how the present conditions may create new…
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