HOW MARKETERS RESPONDED TO THE CORONAVIRUS IN THE FIRST THREE MONTHS

How Marketers Responded to the Coronavirus in the first three Months

How Marketers Responded to the Coronavirus in the first three Months

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Unilever and Ford have joined the ranks of companies asking employees to work from home. Unilever’s policy, which follows a similar move by Procter & Gamble Co., includes a prohibition on all air travel except return flights. It is also requiring employees who do come to work to undergo thermal testing upon entry. Unilever employees are also now forbidden to work from any company site other than their principal locations, enter a Unilever site if suffering cold or flu symptoms, invite any visitors into a site without prior approval of the site leader or attend any meetings of more than 20 people. Employees are required to self-isolate for 14 days if suffering from cold or flu symptoms, and apply hand sanitizer when they enter a company site. Hand shaking is now forbidden too, as employees are expected to use “non-physical greetings.” Jope said field sales and merchandisers should observe similar hygiene and social-distancing measures where possible, including connecting with retail customers remotely, and should minimize use of public transport.The work-from-home requirements don’t necessarily apply in China, where national authorities are allowing people to return to work, Jope said.


“We are continuing to support global and local authorities by donating hygiene products to support the fight against coronavirus, and we will be further stepping up these efforts,” Jope said. “I am acutely aware that these changes to our working arrangements will have a big impact on our lives,” he said. Ford’s policy starts Monday. “We are instructing much of our global workforce-except those in business-critical roles that cannot be done away from Ford facilities-to work remotely until further notice,” the company announced. Snapchat has canceled its April 2 summit. The messaging app maker had planned to livestream the keynote address of the Snap Partner Summit, but now just says it will indefinitely postpone activities around the event, including any online component. The Snap Partner Summit is like Facebook F8 and Google I/O, which are the companies’ largest self-produced conferences for developers, marketers and brands. Facebook and Google have both, so far, said they would stream some of their events.


“We’ve made the difficult decision to postpone our virtual Snap Partner Summit keynote out of an abundance of caution for our partners and employees involved,” a Snapchat spokesman said in an e-mail statement. Planters has been silent on social media for weeks since its big Super Bowl push. Late on Thursday, the Kraft Heinz brand posted on Instagram for the first time since Feb. 4, with a message similar to the one from Oscar Mayer about its Wienermobile. The Planters post reads: “We have made the difficult decision to cancel currently scheduled NUTmobile events for the near future. The health & safety of our fans, Peanutters & the public is top priority. Take care of yourselves & each other. Warby Parker, the eyeglass company, is switching up the try-on tactics in its stores. Normally, customers are able to walk in, pick up a pair of glasses and put them on. Stores even have photobooths where customers can email pictures.


But now, the brand is “providing customers with guided experiences throughout each of our stores so that we can sanitize glasses before and after each use-and we are training teams on social guidance best practices,” according to co-founders and co-CEOs Neil Blumenthal and Dave Gilboa. The execs also noted that Warby Parker recently added more disinfectant to stores after customers asked for it. All of the company’s stores, which number over 100 in the U.S. New York City, remain open. Restaurants are doing what they can to keep customers. KFC says that starting March 14 it will offer free delivery through April 26 through its site, Grubhub or Seamless. Popular direct-to-consumer beauty brand Glossier emailed customers March 13 to explain how the cosmetics company is helping to prevent the spread of COVID-19. All retail locations, including shops in New York, Los Angeles, Atlanta and London, will be closed for two weeks beginning March 13. A planned March 18 opening in Arizona has also been postponed.


Emily Weiss, founder and CEO, wrote about the decision in a blog post, explaining that the NYC flagship alone sees 2,000 customers daily. “We’re not alarmists, we’re realists,” she wrote, urging consumers to stay in touch on Glossier’s virtual channels and to visit its well-staffed website. Each year, Blaze Pizza offers $3.14 pies on March 14, which has come to be known across numerous pizza and bakery chains as Pi Day. On March 12, Blaze said that it would make this year’s Pi Day reward open to users of its app, and redeemable March 16 through Dec. 31, rather than on a singular day, citing concerns regarding large crowds potentially gathering amid COVID-19. Oscar Mayer’s 27-foot-long driving hot dogs, the Wienermobiles, are off the road for now. “We’ve made the difficult decision to cancel currently scheduled Wienermobile events for the near future,” the brand said in a statement on the @Wienermobile Twitter account on March 12. “The health & safety of our fans, the Hotdoggers and the public is top priority.

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