Abstract
Research background: CoVid19 was a shock for governments, organizations as well as people. At the beginning of the pandemic, everyone was stunned and companies tried to adapt to the “new reality”, as some sectors were forced either to diminish their offer due to the downfall of demand, or even to fully stop offering products or services as a result of the lockdown restrictions, as in the case of tourism and events sector. Imminent health, social and economic crises seemed inevitable, and with more destructive power than the 2008 economic crises. Purpose of the article: Almost all organizations and companies were affected to a certain extent by this global crisis. On one hand, companies manufacturing medical products, drugs, devices, disinfectants, construction, digital industries, courier companies had an increase in the demand, while others like: automotive, aerospace, construction, hotels, spas, cultural and creative industries had a fall of demand due to the lockdown restrictions. Methods: In order to discover the steps taken by organizations from different industries, we analyzed several promotional marketing campaigns and we deployed research among the potential customers in order to discover their opinion towards these kinds of strategies. Findings & Value added: Organizations that encountered difficulties in the pandemic time appealed to promotional marketing campaigns bearing in mind several objectives, like: boosting sales, increase brand notoriety of the products or services offered and even gain more customers having a mixed expansion of the market, not only intensive or extensive growth.
Highlights
Governments, companies, and individuals were all taken aback by CoVid19
We examined several promotional marketing campaigns and conducted research among potential consumers to learn about their reactions (Sohn & Kim, 2020) to these types of techniques in order to learn about the measures taken by businesses in various sectors (Bran et al, 2020)
Organizations that faced difficulties during the pandemic turned to promotional marketing campaigns with several goals in mind, including increasing sales, increasing brand awareness of the products or services offered, and even gaining more customers through a mixed market expansion, rather than only intensive or extensive growth
Summary
Governments, companies, and individuals were all taken aback by CoVid19. Everyone was (Gerwe, 2021) startled at the beginning of the epidemic, and businesses struggled to adjust to the "new reality," as certain industries were forced to reduce (Gonzalez et al, 2021), their offerings owing to decreased (Galanakis, 2021) demand, or perhaps, stop supplying (Li, 2021) products or services entirely due to lockdown limitations. Organizations (Atkinson et al, 2021) that saw their profits decline had to resort (Sun et al, 2020) to a variety of marketing tactics to resurrect sales while surviving the crisis, respecting or trying to respect the laws and restrictions imposed by governments due to the CoVid 19 pandemic (Burlacu et al, 2021).
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