During times of crisis, one of the first actions businesses often take is to halt their promotional and advertising activities. Many prefer to wait until the crisis subsides. However, advertising and promotional activities during crises can be incredibly effective and powerful.

Why Advertising is More Effective During Crises

Businesses that continue advertising during a crisis tend to stand out. While many competitors cut back on promotional efforts, companies that maintain or increase their advertising activities capture consumer attention more easily. The scarcity of advertisements during such periods amplifies the visibility of those who continue advertising. This conveys a strong message to consumers: the business is resilient and reliable even in challenging times.

As a result, these businesses build trust, enhance their brand image, and continue to grow in their target markets—essentially turning the crisis into an opportunity. Research shows that businesses that maintain advertising budgets during crises often experience greater growth compared to those that reduce or pause their advertising.

Types of Crises and the Current Scenario

Crises come in many forms, and the one we currently face is a natural crisis stemming from the global COVID-19 pandemic. Advertising during such periods offers opportunities both for maintaining brand identity and engaging with consumers. Simply waiting for a crisis to pass or denying its existence is not a sustainable strategy; instead, effective crisis management and advertising are key to success.

Examples of Successful Crisis Advertising

Akbank Case Study

During a financial crisis, Akbank continued to advertise, resulting in remarkable outcomes. Before the crisis, Akbank gained an average of 3,750 new customers daily. Following their advertising campaign during the crisis, this number rose to 4,800. This demonstrates how advertising during a crisis can yield positive long-term effects on customer acquisition and brand reputation.

Dove’s Success Story

Dove began marketing in Turkey in 1993 with limited advertising support, running campaigns only for a month or two annually. However, in May 2001, a new team took over Dove’s marketing strategy and identified the target audience as women aged 18-25. Despite being the most expensive product in its category, Dove grew during the economic crisis. Why?

1. Clear Product Differentiation: Dove focused on its unique product attributes and communicated them effectively to consumers.
2. Consistent Messaging: Rather than sporadic campaigns, Dove maintained a steady presence and consistent messaging.
3. Increased Support During Crisis: While competitors reduced advertising budgets, Dove increased its promotional efforts.

Zeynep Coşkun, Dove’s product manager at the time, noted:
“I had read from various sources that brands cutting advertising during crises often lose market share, volume, and ultimately their brand value in the eyes of consumers.”

Key Takeaways

• Advertising Builds Trust: It reassures consumers that the business is stable and reliable.
• Consistency is Crucial: Frequent, clear, and concise messaging keeps the brand top-of-mind for consumers.
• Opportunities in Crises: A strategic approach to advertising can turn challenges into growth opportunities.

By maintaining visibility and consumer engagement, businesses can emerge from crises not just intact but stronger than before. Advertising during challenging times isn’t just a cost; it’s an investment in the future of the brand.