Marketing

  • While marketing efforts might seem incompatible with a crisis situation, you will need to consider how your marketing and brand expression will shift focus, not only to survive the crisis, but to project a resilient and positive brand image in the recovery phase and post-COVID marketplace.
  • Fundamentally, you will need to adapt your products and services to a “new normal” which will in some cases be challenging and disruptive, but could also present exciting and compelling new opportunities. It will be vital to market these effectively.
  • Furthermore, despite marketing being low on the list of priorities for many organizations across multiple industries, in the current context of physical distancing, marketing channels such as social media and television provide consumers with a window into a wider world they increasingly crave access to. Therefore, now is the time to consider how best to portray that, and to nurture consumers’ dreams of future travel.

Plan Checklist

  1. Reassess market offerings to take account of changeable conditions
  2. Establish a Business Continuity Management Plan
  3. Consider how to increase revenue from individual bookings, with strategies such as length of stay offers
  4. Prepare effective social media campaigns

Respond Checklist

  1. Reassess market offerings to take account of changeable conditions
  2. Establish a Business Continuity Management Plan
  3. Consider how to increase revenue from individual bookings, with strategies such as length of stay offers
  4. Prepare effective social media campaigns

Resources

Marketing

Plan

Markets, audiences, and channels

Marketing

Respond

Adapting to market realities: products, pricing, placement, positioning – Accommodation

Marketing

Respond

Adapting to market realities: products, pricing, placement, positioning – Food & Beverage

Marketing

Respond

Matching products and services with consumer appeals

Marketing

Respond

Leveraging research

Marketing

Respond

Measuring impact and recovery

Marketing

Respond

Adapting to market realities: products, pricing, placement, positioning