在COVID-19衰退中的营销指南（英文）

WARC GUIDE© Copyright WARC 2020. All rights reserved.WARC GUIDEAs COVID-19 triggers a deep economic downturn, marketers around the world are faced with some tough strategic choices.The lessons from previous recessions are clear – that the most effective approach is to maintain investment, build your brand and reap the reward in recovery.That may be the case for some brands this time round. But it’s increasingly clear that for many others, the advice is academic. Maintaining spend is not an option. The recession is so sharp that major budget cuts are inevitable for brands in a host of hard-hit sectors.Lessons from previous recessionsWhy this recession is different, why the standard advice to ‘keep advertising’ may not apply, and how brands are respondingHow to plan past the lockdown into recessionThe shape of recovery so farEmerging trends brands can act on as the recession unfolds© Copyright WARC 2020. All rights reserved.And because it is driven by a pandemic, rather than an economic event, the impact is felt in supply as well as demand – in short, many brands are unable to service any demand their marketing might stimulate.This sample report showcases some of the best thinking from across the industry on navigating the post-lockdown period.The full report presents marketers with more relevant frameworks and actionable ideas based on the position of their brand – and offers examples of how major marketers are already putting plans into practice.WARC GUIDE1: The pandemic has caused a demand and supply shock – brands in many sectors no longer have a product to advertise, and cannot meet the ‘classic’ recessionary advice to keep spending. 2: Media spend and costs have fallen sharply across all channels as many categories turn off adspend. Companies in sectors like FMCG, however, are not cutting back as their sales hold firm. 3: Brands that have to ‘go dark’ should use other levers to maintain visibility, such as first-party data, customer experience and PR.4: The most challenged sectors might come back byadvertising like a start-up, with a focus on activation spend in the initial stages.5: Brands will need to review what worked in the lockdown and develop a clear playbook for future outbreaks.6: The early signs from China are that the recovery will be tentative, with a significant ‘normalization’ period. Brands require flexibility in terms of media outlay, and should consider how packaging, delivery and service can reassure customers. 7: The shift to e-commerce is likely to be permanent.‘Digital transformation’, such as online services and subscriptions, will continue apace. Brands will also need to reckon with more powerful online marketplaces.8: Pack size is a key lever to consider. Brands such as Procter & Gamble and Hershey are reassessing pack size as they seek to avoid pure discounting.9: Other brands can find opportunities in a ‘close-to-home’ strategy, or by taking steps to support struggling consumers or SMEs.© Copyright WARC 2020. All rig