As some sectors of industry scramble, and others make strategic plans to secure and reassure their existing customer base is not only maintained but expanded upon, during the COVID-19 pandemic, one of the key budget subheads – marketing/communications – inevitably gets the chop. It is a sad fact that in 2020 many still undervalue the very combined activities that will enable industries to successfully scramble and successfully strategise their recovery.

A slight trim of this essential budget subhead is, I guess, unavoidable in the current climate, but a shut down is self-defeating. If you industry is not visible, not heard about, not read ab out, then it becomes a question mark!

Tailor your budget yes, but keep the combination of marketing/communication activities that keep you visible and relevant going.