Table of Contents
Figure: Executive Snapshot: Marketing Through Uncertainty — Responses for the Coronavirus Crisis
Will Marketing Budgets Get Cut?
What Can We Learn from the 2008 Credit Crisis?
Figure: Marketing Budget Changes Compared With Revenue Changes, 2009–2012
Is This Time Different?
Managing Through Uncertainty
Social Distancing and the Impact on Events
Figure: Event Program Spending by Category
Rescue — For 1H20 Events, Save What You Can
Vigilance — For 2H20 Events, Cautiously Plan
Invent — For the Ongoing Future, Make Virtual an Enduring Competency
Advice for the Technology Marketing Leader
Actions for the Immediate Situation
Communicating with Customers
Preparing for Recovery and the New Normal