New book: Crisis marketing, a guide to adapting to the new reality
Posted: Sun Dec 22, 2024 10:08 am
It's been more than two months since we began the lockdown. In these weeks we have lived in a fictional movie. Terrible things have happened, but it seems that little by little we are overcoming the hardest test. Now we are facing economic recovery.
It won't be easy, but with preparation and a lot of common sense, we can find ways to start the recovery and even discover opportunities.
With this approach in mind, José Gómez-Zorrilla and I decided to capture our professional experience in a book, Marketing de Crisis , which would help companies navigate this path out of the crisis. Without magic recipes (which do not exist), applying our own methodology and common sense to a new context.
We have also thought that it is time to sample indonesia mobile number lend a hand and, with all our humility, help people who are suffering the consequences of the coronavirus. For this reason:
We are going to donate part of the profits from the book sales to alleviate the consequences of COVID-19
We have selected the Caritas initiative against coronavirus, which is helping homeless people, vulnerable families, the elderly, families at risk of social exclusion as a result of coronavirus and mitigating the international health crisis with protective materials, water, sanitation and hygiene programs, food distribution, etc.
We will donate €1 for each ebook sold (price with VAT €3.99), and €2 for the paperback version (€9.99 VAT included). So if you decide to buy it, in addition to learning how to define the way out of the crisis, you will be contributing to a good cause.
Crisis marketing: new opportunities after COVID-19
We have outlined this path out of the crisis in four blocks:
1. Context and analysis, learning from mistakes
The objective of the first block is to give a contextual view of this crisis and others that have affected us.Cover marketing in crisis: new opportunities after COVID-19hit globally so that we begin to situate ourselves and become aware of what lies ahead.
We need to stop and think about what is happening around us, but above all, what is the meaning of our company in this society, what is our contribution of value beyond sales, what is it that makes the company work and makes us get up every morning to move forward. And equally important, we must rethink what our relationship with our customers is like, and what it should be like after the coronavirus.
2. Crises as generators of change
In this second block we define how we should prepare to get out of the crisis, what things we should take into account and redefine so that when we go out to the market again, we do so with the best possible preparation.
If we are going to enter a market where the rules have changed, how can we expect to achieve results if we do everything the same as before?
3. Post-confinement marketing strategies
We can think about it from the point of view of the actual end of confinement, or as the moment in which we launch ourselves back into the market when the company is ready.
Now that we have placed ourselves in the context and prepared ourselves in the best way, it is time to look at marketing with new eyes and return to its roots. We propose a marketing from less to more and from the inside out, a marketing that follows a methodology and applies common sense to a new situation.
You will learn how to use digital channels with a new approach that brings you closer to your customers, and, of course, how to guide them towards sales.
4. Keys you should never forget
To finish the book, we leave you with a summary of the best practices that we have described in the three previous blocks, so that they can serve as a guide and be applied practically in your daily life.
Where to buy the book Crisis Marketing: New Opportunities for New Scenarios and who will benefit from donations for each sale
We hope you find the book interesting and it helps you see things from a different perspective. And remember that you will also be collaborating with a good cause, because we are going to donate part of the profits to alleviate the consequences of COVID-19.
We have selected the Caritas initiative against coronavirus, which is helping homeless people, vulnerable families, the elderly, families at risk of social exclusion as a result of coronavirus and mitigating the international health crisis with protective materials, water, sanitation and hygiene programs, food distribution, etc.
It won't be easy, but with preparation and a lot of common sense, we can find ways to start the recovery and even discover opportunities.
With this approach in mind, José Gómez-Zorrilla and I decided to capture our professional experience in a book, Marketing de Crisis , which would help companies navigate this path out of the crisis. Without magic recipes (which do not exist), applying our own methodology and common sense to a new context.
We have also thought that it is time to sample indonesia mobile number lend a hand and, with all our humility, help people who are suffering the consequences of the coronavirus. For this reason:
We are going to donate part of the profits from the book sales to alleviate the consequences of COVID-19
We have selected the Caritas initiative against coronavirus, which is helping homeless people, vulnerable families, the elderly, families at risk of social exclusion as a result of coronavirus and mitigating the international health crisis with protective materials, water, sanitation and hygiene programs, food distribution, etc.
We will donate €1 for each ebook sold (price with VAT €3.99), and €2 for the paperback version (€9.99 VAT included). So if you decide to buy it, in addition to learning how to define the way out of the crisis, you will be contributing to a good cause.
Crisis marketing: new opportunities after COVID-19
We have outlined this path out of the crisis in four blocks:
1. Context and analysis, learning from mistakes
The objective of the first block is to give a contextual view of this crisis and others that have affected us.Cover marketing in crisis: new opportunities after COVID-19hit globally so that we begin to situate ourselves and become aware of what lies ahead.
We need to stop and think about what is happening around us, but above all, what is the meaning of our company in this society, what is our contribution of value beyond sales, what is it that makes the company work and makes us get up every morning to move forward. And equally important, we must rethink what our relationship with our customers is like, and what it should be like after the coronavirus.
2. Crises as generators of change
In this second block we define how we should prepare to get out of the crisis, what things we should take into account and redefine so that when we go out to the market again, we do so with the best possible preparation.
If we are going to enter a market where the rules have changed, how can we expect to achieve results if we do everything the same as before?
3. Post-confinement marketing strategies
We can think about it from the point of view of the actual end of confinement, or as the moment in which we launch ourselves back into the market when the company is ready.
Now that we have placed ourselves in the context and prepared ourselves in the best way, it is time to look at marketing with new eyes and return to its roots. We propose a marketing from less to more and from the inside out, a marketing that follows a methodology and applies common sense to a new situation.
You will learn how to use digital channels with a new approach that brings you closer to your customers, and, of course, how to guide them towards sales.
4. Keys you should never forget
To finish the book, we leave you with a summary of the best practices that we have described in the three previous blocks, so that they can serve as a guide and be applied practically in your daily life.
Where to buy the book Crisis Marketing: New Opportunities for New Scenarios and who will benefit from donations for each sale
We hope you find the book interesting and it helps you see things from a different perspective. And remember that you will also be collaborating with a good cause, because we are going to donate part of the profits to alleviate the consequences of COVID-19.
We have selected the Caritas initiative against coronavirus, which is helping homeless people, vulnerable families, the elderly, families at risk of social exclusion as a result of coronavirus and mitigating the international health crisis with protective materials, water, sanitation and hygiene programs, food distribution, etc.