Create Your Edge: A Marketing Podcast

#002 - Thriving over Surviving in Uncertain Times

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Should you advertise during the COVID 19 pandemic? Is advertising during a down market worth it? What's the best way to market your company right now? Answers to those questions and more on this episode of Create Your Edge: A Marketing Podcast.


Welcome back to a special “socially distant” episode of Create Your Edge: A Marketing Podcast. I’m your host Bryan Schilligo, and joining me on today's episode is Varonnica Kirn, our Vice President of Client Success, and Austin Bollinger, Vice-President of Strategic Development. How are you both doing?

This episode isn’t going to follow our normal format because this is a special topic that we wanted to address, and we’re all recording from our own homes right now, but we thought it was important to get together and discuss what companies should be doing during this turbulent and unsure time.


1) Should you continue advertising and marketing during these uncertain economic times?

  • YES
    • What happens if you stop advertising when the economy is struggling? Research has shown over and over again that companies that stop marketing stop growing.
      • In the 1990-91 recession, Pizza Hut and Taco Bell took advantage of McDonald’s decision to drop its advertising and promotion budget. As a result, Pizza Hut increased sales by 61%, Taco Bell sales grew by 40% and McDonald’s sales declined by 28%.

        • Here’s another example. During the 1981-82 recession McGraw Hill research analyzed 600 companies and found that sales of companies that were aggressive recession advertisers had risen 256% over those that didn’t keep up their advertising.

        2) Why does advertising during uncertain times or when the economy is struggling work?

        • Build Market share
          • Companies are cutting their advertising. This means you will stand out!
          • Your message is more likely to be noticed due to fewer ads in the market
          • Your business is more likely to be remembered when everyone starts advertising again
          • Captive Audience
            • People are literally stuck inside watching content
              • Total internet hits have surged by between 50% and 70%, according to preliminary statistics. Streaming has also jumped by at least 12%, estimates show.  (From Forbes)
              • You project a sense of stability. Reinforcing your customers faith in your company.
              • It’s cheaper. Airtime for placement is more affordable.  This makes it a great time to purchase airtime.

                • 3) Ok we know that you should continue advertising during uncertain market times, but how should you do it?

                • Be conscious of the content that you publish.
                • Center Content around mental health and keeping healthy.
                • Focus on company values.

                  • Resources:

                  https://www.asicentral.com/html/open/ProductsAndServices/supp/pdfs/Advertising_in_a_recession.pdf

                  https://www.forbes.com/sites/bradadgate/2019/09/05/when-a-recession-comes-dont-stop-advertising/#7493c6294608

                  https://www.ocreativedesign.com/when-times-are-good-you-should-advertise-when-times-are-bad-you-must-advertise/

                  https://www.forbes.com/sites/paultalbot/2020/03/19/how-the-coronavirus-pandemic-impacts-marketing-strategy/#335aea6a4dc2

                  https://thriveagency.com/news/10-digital-marketing-ideas-to-consider-during-the-coronavirus/

                  https://www.forbes.com/sites/markbeech/2020/03/25/covid-19-pushes-up-internet-use-70-streaming-more-than-12-first-figures-reveal/#961d23c3104e

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                  Create Your Edge: A Marketing PodcastBy Creative Edge, Inc