MARKETING IN

THE TIME OF
COVID-19
In this deck, you’ll find: 2

● Effects of COVID19 on marketing landscape, industries &

consumers needs in the Philippines

● The three-step plan Revenue, Innovation, and Brand

Building

● Navigating the new normal

● FAQs during the webinar

Impact of COVID-19 on
Marketing Landscape
in the Philippines
 4

Low-touch economy
What does 01 Brands have moved to low contact
the marketing operations such as deliveries,
e-commerce, etc.
landscape
look like
Digital is the new normal
now?
02 Brands are now pivoting to digital and
direct to consumer channels
High tech, low touch 5

Grab BPI
saw a 20% increase in In the first two weeks of
average spending for April alone, 90% of
individual consumers transactions were made
through its app

MyKuya
has seen a 300% rise in
requests for necessity
services like groceries
 6

Increased consumption of
digital media
What does 03 With more time at home, consumers
the marketing have the tendency to go online more
often
landscape
look like
Increased online engagement
now?
04 Since consumers are online, they are
more likely to interact with content
that brands put out
 Increased social media use by country 7

As per a study 2020 conducted by Hootsuite & We Are Social

USA (36%) China (49%)

The Philippines
(64%)
Brazil (58%) India (55%)

South Africa (50%)

Impact of COVID-19
on each Industry
How is your industry doing? 9

*Based on independent financial research done in the Philippines

Positively Food & Essential Health &

Impacted Beverage Goods Pharma
How is your industry doing? 10

*Based on independent financial research done in the Philippines

Financial Auto &

Institutions Services
Real Estate Transport
Negatively
Impacted
Travel & Agriculture
Hospitality
Professional Construction
Services
How is your industry doing? 11

*Based on independent financial research done in the Philippines

Logistics & Restaurants

Neutrally Freight
Impacted
Education Petroleum
Impact of COVID-19 on
consumer behavior
Predicted consumer behavior post COVID-19 13

Less Spending More Discerning

Research says that PH Consumers are more
consumer spending discerning when it comes
growth decreased to 6.7% to selecting when, how and
due to ECQ who they purchase from

Direct-to-consumer Online Shopping

With less avenues This will be the most
available, direct accessible and convenient
marketing will soon be platform at this time
the new normal
The Three Step Plan
Overview 15

Revenue
01 Check your financial situation
before you move on to the next
steps.

Innovation
02 To survive and thrive, your
product and marketing has
to go digital

Brand Building
03 Data shows that brands who
advertise during a crisis will
recover much faster
Revenue:
Reality Check
Reality check 17

Depending on your
financial situation, you can
Fixed expenditures move to the next steps
(e.g. payroll, taxes) Determine
Subtract fixed costs your situation

01 02 03 04

Check revenue Subtract expenses

Identify all potential These change
income streams and depending on how
calculate your monthly much you use that
income. service (e.g. supplies,
marketing
What should I do next? 18

You’re one of the lucky industries that are doing

01 well during this pandemic. Focus on delivering
the best customer experience possible.

Winners
Your projected income
Media & Communication
is higher than costs and
expenses.
E-commerce

Healthcare & Pharma

What should I do next? 19

You’re not in a great position, but you can

02 manage. Continue to adapt and advertise with
caution, but reduce your costs first.

Neutral
Transportation & Logistics
Your projected income is
lower than your costs
and expenses. However,
your primary source of
Education
income is still
operational.
Restaurants
What should I do next? 20

Focus on Step 1, first. Cutting costs and finding

03 alternative revenue streams will be your best
option. Use owned & earned marketing to cut ad
spend.

Losers
Your projected income is
Travel & Hospitality
lower than your costs and
expenses. Additionally,
your main source of Auto & Real Estate
income cannot operate.

Construction
Innovation:
Digital or Die
Innovation Framework 22
According to Walter Wong, Head of Marketing & Co-founder of Angkas

Ask yourself:
What do my ● Essentials
01 consumers ● Entertainment
● Comfort
need?

Products
What are my ●
Services
02 ●
brand assets? ● Expertise
Innovation Framework 23
According to Walter Wong, Head of Marketing & Co-founder of Angkas

Based on your answers for 1 and 2,

03
● What products or
services can you offer
to satisfy their needs?

● How can you get your

assets delivered to
them?
Suggestions for Innovation 24

01 02 03

Ecommerce Service-to-Product Product

Selling existing Creating at-home Pivots
products/services experiences related
Selling a product/
directly on your to your service or
service that you
website or page, or delivering products
have never offered,
on Shopee & Lazada that satisfy current
but satisfies current
needs
needs
 E-commerce

Bounty Fresh
Pain point:
Don’t want to go to grocery.
Too many lines.

Solution:
Direct-to-consumer poultry
delivery
 E-commerce

Pet Express
Pain point:
Need food for my pet

Solution:
Use Lazada for delivery
 Service-to-product

Posh Nails
Pain point:
Professional nail care and
styling

Solution:
Sell nail wraps for DIY nail art
 Product Pivot

Angkas
Pain point Need for home
delivery

Asset 30,000 motorcycle

drivers

Solution Pivot from

ride-hailing to deliveries
Brand Building:
Telling Stories
Overview 30

Identifying consumer needs

01 How do you determine what your
consumers need at this time?

Planning your
02 communication strategy
Talk to Me vs. Talk to We

Creating your content

03 Based on your strategy, what kind of
content should you produce?

Do’s and don’ts of messaging

04 Tips and things to avoid when curating
your messages
Identifying your consumers’ need 31

What problems or hassles are

01 your consumers trying to
solve?
Here are
some
questions to
02 What motivates your
consumers?
ask yourself:

03 How can your brand satisfy

these needs?
Planning your communication strategy 32
According to Sam Jeanblanc, Market Lead for Google Philippines

Talk to Me
01 If your product and/or
service can directly
provide for your
consumers

Talk to We
02 If your product and/or
service can’t directly
provide for your
consumers
 Planning your communication strategy 33

● Food
Yes ● Health & Pharma
Talk to Me ●
●
Retail
Ecommerce
● Finance
● Is my brand meeting
● Technology
an essential need?
● Is my product or
service readily
available at the
moment?
● Auto & Services
Talk to We ●
●
Travel & Hospitality
Read Estate
No
● Education
Talk to Me 34

Who am I talking to?

The consumer and/or
client
Ask yourself
How can my
product/service
What can I do? help them
directly? What do
Deliveries, they need?
consultations, platform
for selling, etc.
 Talk to Me

MyKuya
saw the consumer need for
picking up essentials, so
their posts on social media
revolve around that
 Talk to Me

Lazada
has also focused their
content to address the
consumers’ need for
essentials
 Talk to Me

TMS
has highlighted their online
coaching services, as means
of addressing the need for
physical activity at home
Talk to We 38

Who am I talking to?

The community

Ask yourself
What valuable
content can I
What can I do? offer? What kind
of content do
Online events, they need?
reminders, advices,
How-To’s, and more
 Talk to We

Toyota
advises its followers on how
to care for their cars while
maintenance services aren’t
available
 Talk to We

Remedy.ph
advises its followers on how
they can care for their skin
while their clinics aren’t open
 Talk to We

Cebu Pacific
introduces guidelines for
“contactless flights” in
anticipation of the lockdown
lift for safe travel
Content Buckets 42

Home Experience Employee Aid

Bringing the outdoor Consumers want to see a
experience into their brand who cares about its
homes employees

Consumer Needs CSR

Providing solutions for the Highlighting what your
needs of your consumers brand has done or can do
through content for the community

Influencer Marketing Live-streaming

Influencers are still a An affordable way to
meaningful and authentic create video content
way to connect with anywhere, at anytime
consumers
Home Experience 43

Klook is offering online tours

to bring the travel experience
to the comfort of our homes
Consumer Needs 44

Addressing the need for home

entertainment, Sunnies
Studios created Sunnies
Games, a separate IG account
with puzzles
Employee CSR 45

Hilton Group has temporarily

loaned their employees to
Amazon and other leading
companies so they can
continue to earn
Corporate Social Responsibility 46

Luggage company Away is

selling mini skincare sets
where all profits go to
GlobalGiving’s Coronavirus
Relief Fund
Live-streaming 47

Beyond Yoga is offering

daily yoga live-streams
for free on Facebook
and Instagram
Influencer Marketing 48

Carlito’s Catering hired

influencers such as
Ruffa Gutierrez and
Johanna Celis to
advertise their menu
Influencer Marketing 49

Taken from a study conducted by marketing platform Later

18% 80% 30%

increase in of influencers are Influencers are
average screen reporting higher reducing their
time since the levels of rates by this
first week of engagement amount to make
quarantine their services
more affordable
Messaging do’s 50

Be relevant
Create valuable and
meaningful content

Be engaging
Be interesting and creative
with your approach

Be empathetic
Sensitivity is important at
this time
Messaging don’ts 51

Taking advantage
Avoid using heartstrings
and/or COVID19
buzzwords such as.
frontliners and donations

Being tone-deaf
Keep up with current
events, be sensitive and
adjust your message
accordingly
The New Normal
 Post-ECQ Behavior 53

A contactless world Sanitation First

Consumers will now Consumers appreciate
prefer to do things a business who
with as minimal prioritizes caution
contact as possible

Increased Vigilance Revenge Consumption

Consumers are Released from
closely watching your quarantine, consumers
actions during the are looking to indulge
pandemic in their wants
 What can your company do? 54

A contactless world McDonalds will

Offer a way for put floor stickers
consumers to receive for distancing
your product or use your when they reopen
service with as little
contact as possible

Increased Vigilance
Filinvest offers
Always put your their agents a
employee & consumer cashless way to
needs at the forefront of reserve homes
every decision
What can your company do? 55

Sanitation First
Shopee disinfects Consumers appreciate
all parcels a business who
practices sanitation
with every move

Revenge Consumption
Megaworld malls
have disinfectant After being cooped up for
chambers upon so long, consumers will be
reopening excited to spend. Make
sure your business is
ready for this.
FAQs during the
Webinar
 57

How can I market

Go back to the basics and
my business when identify the customer need that
it is considered you want to satisfy. See Slide 30

non-essential? Use your content and brand to

address these needs.
 58

Short answer is yes.

Is it worth pivoting Digital has always been important.

COVID19 is only accelerating its
to digital even importance as the consumer
behavior shifts to a low touch
when ECQ might economy.
almost be over? Having a strong digital presence
and strategy will be incredibly
important, even in the long-term.
 59

Don’t let this discourage you.

Everyone is going to have
How do I reach class access eventually.

D & E or regional In fact, more than 70% of the

audiences with population is already online.
Since internet is indeed slow,
digital marketing if optimize your content for
slower networks.
not everyone has
access to internet? Sam Jeanblanc
Market Lead for Google Philippines
 60

Transition from product-based

How do B2B messaging to value-based
messaging.
businesses continue
Provide a solution to their
to pitch to new problem when you pitch. Be
clients without sincere with providing value.
Clients can sense when you
sounding prioritize selling over their
insensitive? needs.

Roxi Biribicchi
CEO, Near Creative
 61

The customer need here is

escapism and wanderlust.

How can travel & People travel to discover new

places. Create content that
hospitality businesses allows your audience to escape.

adapt? Airbnb, for example, provides

online experiences.
GetYourGuide provides virtual
museum tours. See Slide 42
 62

Consider “Talk To We”

marketing and address current
customer needs. See Slide 37
What’s your advice
for real-estate Here are some needs you may
address:
companies in terms
● How can I redecorate, tidy
of marketing? up or sanitize my home?
● Should I invest in
real-estate given the
current economy?
 63

Evaluate your brand’s assets,

alongside your consumers’
needs.
What’s your advice
for brick-and-mortar Determine which of your
products/services can satisfy
businesses? How their needs. Find a way to
deliver it to them.
can they continue to
make revenue? For example, David’s Salon has
pivoted to sending hair
products to their customers
since they can’t do haircuts.
 64

Consumers are always looking

for entertainment. See Slide 43

How can events or Your brand provide this through

online events or live-streaming.
offline experience
companies adapt? For example, escape room
Mystery Manila is hosting an
online Murder Mystery party on
Zoom.
 65

There will always be a need for

education.

Provide digital materials and

conduct online classes.
What’s your advice For example, 88Tuition, in
for schools? partnership with Security Bank,
is opening its extensive library
of free online classes until June
2020.

—Roxi Biribicchi
CEO of Near Creative
 66

Engagement is at an all-time
high. See Slide 48 As such,
influencer marketing will
continue to evolve post-COVID.
How will influencer However, influencers must still
marketing evolve learn to understand the current
context and adapt their content
post COVID-19? accordingly.

Constant and appropriate

communication is the key to
staying relevant.
Final Thoughts 67

It’s easy to get caught up in the uncertainty of the situation, but

it’s not the end of the world.

This pandemic will end eventually. Just keep a steady mind and
make the necessary adjustments now. We’ll get through this
together.

We at Near can help. From digitization to content creation, we

have adjusted our services for your business or brand during
these testing times.
Final Thoughts 68

Here are some of the ways we can help. Click here for a full list of our services.

Digitization: Going from COVID19 Brand

Offline to Online Communication & Recovery
Plan

Small Business Survival Social Media Content Plan:

Strategy: How To Pivot Adapted to COVID19

Influencer Marketing Video Production:

Strategy: Adapted to Adapted to COVID19
COVID19
Final Thoughts 69

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See below for more resources on our blog:

● 5 Ways to Manage your Brand During the

2020 Coronavirus Crisis
● COVID19 The Ultimate Survival Guide for
Small Businesses in the PH
● 5 Ways to Continue Video Production While
Social Distancing
● How to Prepare your Brand for Post
COVID19
Contact Us
Do you have any questions?

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