“This is not the time to sell. This is a time to serve.” –Mastercard Global CMO Raja Rajamannar
 
Like many CMOs across the globe, Rajamannar had to reassess the brand’s marketing and communications plans in the face of a crisis. Long-term goals have remained in place, but short-term tactics required a shift.
 
First, it became important to provide a point of view while also offering support to customers. For Mastercard, that meant providing a $250 million fund for small businesses, continuing to support women entrepreneurs, assisting in accelerated clinical trials for COVID-19 treatments and delivering its signature “Priceless Experiences” directly to the home.
 
The NFL Draft—for the first time ever—moved into people’s homes this week, too. The virtual event saw more than 100 brand partnerships and activations, including the league’s first esports clothing collaboration with gaming culture icons, FaZe Clan. We highlight the NFL’s interest in esports and discuss the parallels between football and gaming fans.
 
And then there is protecting the home. ADT and Coldwell Banker have crafted marketing campaigns centered around consumers staying safe while hunkered down in their homes.

For inspiration on promotional marketing when consumers are social distancing, check out these 10 ideas for engagement, from subscription kits to crowdsourced digital campaigns to virtual tours.
 
Lastly, we examine some of the challenges faced by sales and marketing teams during the COVID-19 crisis as well as marketers’ investments in data quality over the past year.
 
Until next week,
 

Kaylee Hultgren
Group Content Manager
Chief Marketer