Marketing for “Somewhat Bad” or “Really Bad”: How to Realign Your Scenarios for COVID-19

April 6, 2020

Executive Summary

We're living in exponential times; scenarios are no longer high, medium, low, but "somewhat bad" and "really bad." In this webinar, get concrete steps for how you can execute for the "somewhat bad," while having a plan for the "really bad."

Key Takeaways:

  • Overcome the typical problems with reporting: siloed, delayed, too blunt, and historical rather than predictive
  • Ramp up well-governed, in-market media and content testing
  • Anticipate changes in customer behavior for the two scenarios in question — "somewhat bad" and "really bad"
  • Think a couple of steps ahead where, for instance, instead of thinking about a future mix at today's prices, reconsider what it might look like under future scenarios

Cesar Brea
Bain and Company

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