In today’s rapidly changing environment, finding the right marketing message and taking the correct actions can be challenging. As a result of the pandemic, the world looks much different than it did at the beginning of 2020. Manufacturers are trying to mitigate COVID-19’s economic fallout, ensure employee and workplace safety and keep supply chains moving.
As the novel coronavirus spread, and states across the country increasingly enacted lockdowns and stay-at-home orders, the question at the forefront of the minds of many manufacturing executives shifted from “How can we grow this year?” to “How can we survive this year?” Anchor Harvey – a 100-year-old precision forging company – understood that the two questions were the same in a time of unprecedented market disruption. This article discusses why the company decided to double down on aggressive marketing at the beginning of COVID-19 and the benefits it is now seeing.