--- title: What the Great Depression Can Teach Us About Marketing During COVID-19 description: If you're wondering how your business will survive COVID-19, find out what Kellogg did during the Great Depression. It was key to their long term success. image: https://blog.digitalstandout.com/hubfs/DS-Square-Logo_v2_web.png --- - - - [(747) 207-2370](tel:17472072370) [![Digital Standout Logo](https://blog.digitalstandout.com/hs-fs/hubfs/raw_assets/public/Digital_Standout_January2023/images/digital-standout-logo.png?width=240&height=139&name=digital-standout-logo.png "Digital Standout Logo")](https://www.digitalstandout.com/) - Services - [SEO](https://www.digitalstandout.com/seo) - [Local SEO](https://www.digitalstandout.com/seo/local-seo/) - [Digital Advertising](https://www.digitalstandout.com/advertising/) - [Google Ads](https://www.digitalstandout.com/advertising/google-ads/) - [Meta (Facebook) Advertising](https://www.digitalstandout.com/advertising/meta-facebook-advertising/) - [Instagram Advertising](https://www.digitalstandout.com/advertising/instagram-advertising/) - [Social Media Marketing](https://www.digitalstandout.com/social-media-marketing/) - [Social Media Advertising](https://www.digitalstandout.com/social-media-advertising/) - [Social Media Management](https://www.digitalstandout.com/social-media-management/) - [Content Marketing](https://www.digitalstandout.com/content-marketing/) - [Blogs](https://www.digitalstandout.com/blogs/) - [eBooks](https://www.digitalstandout.com/ebooks/) - [Email Marketing](https://www.digitalstandout.com/email-marketing-automation/) - [Inbound Marketing](https://www.digitalstandout.com/inbound-marketing/) - [Hubspot](https://www.digitalstandout.com/hubspot/) - [Reputation Management](https://www.digitalstandout.com/general-services/reputation-management/) - [Review Generation](https://www.digitalstandout.com/review-generation/) - [Websites](https://www.digitalstandout.com/website/) - [Website Design](https://www.digitalstandout.com/web-design/) - [Website Management](https://www.digitalstandout.com/website-management/) - [Yelp Management](https://www.digitalstandout.com/general-services/yelp-management-services/) - About - [Why Digital Standout?](https://www.digitalstandout.com/why-digital-standout/) - [Our Team](https://www.digitalstandout.com/our-team/) - [What Our Clients Are Saying](https://www.digitalstandout.com/testimonials/) - [Resources](https://www.digitalstandout.com/#) - [Blogs](https://blog.digitalstandout.com/) - [eBooks](https://offer.digitalstandout.com/marketing-guides) - [SEO Auditor](https://offer.digitalstandout.com/medical-seo-audit-tool) - [Website Accessibility Auditor](https://offer.digitalstandout.com/accessibility-ada-audit-tool) - [Local Reputation Auditor](https://offer.digitalstandout.com/local-reputation-auditor) - Specialties - [B2B](https://www.digitalstandout.com/b2b/) - [Professional Services](https://www.digitalstandout.com/professional-services/) - [Dentistry](https://www.digitalstandout.com/dentistry-marketing/) - [Healthcare](https://www.digitalstandout.com/healthcare/) - [Bariatric](https://www.digitalstandout.com/industries-we-serve/bariatric-marketing/) - [Dermatology](https://www.digitalstandout.com/industries-we-serve/dermatology-marketing/) - [Dentistry](https://www.digitalstandout.com/industries-we-serve/dentistry-marketing/) - [ENT](https://www.digitalstandout.com/industries-we-serve/ent-marketing/) - [Medical Spa](https://www.digitalstandout.com/industries-we-serve/medical-spa-marketing/) - [Medical Marketing](https://www.digitalstandout.com/#) - [OB/GYN](https://www.digitalstandout.com/industries-we-serve/ob-gyn-marketing/) - [Ophthalmology](https://www.digitalstandout.com/industries-we-serve/ophthalmology-marketing/) - [Orthopedics](https://www.digitalstandout.com/orthopedics-marketing/) - [Pain Management](https://www.digitalstandout.com/comprehensive-pain-management-marketing-strategies-for-clinics-to-attract-more-patients/) - [Plastic Surgery](https://www.digitalstandout.com/industries-we-serve/plastic-surgery-marketing/) - [Podiatry](https://www.digitalstandout.com/industries-we-serve/podiatry-marketing/) - [Rehabilitation](https://www.digitalstandout.com/industries-we-serve/rehabilitation-marketing/) - [Sports Medicine](https://www.digitalstandout.com/industries-we-serve/sports-medicine-orthopedic-marketing/) - [Gyms and Fitness](https://www.digitalstandout.com/gym-and-fitness/) - [Mental Health](https://www.digitalstandout.com/industries-we-serve/mental-health-marketing/) - [Services](https://www.digitalstandout.com/#) - [SEO](https://www.digitalstandout.com/seo/) - [Local SEO](https://www.digitalstandout.com/seo/local-seo/) - [Digital Advertising](https://www.digitalstandout.com/advertising/) - [Google Ads](https://www.digitalstandout.com/advertising/google-ads/) - [Meta (Facebook) Advertising](https://www.digitalstandout.com/advertising/meta-facebook-advertising/) - [Instagram Advertising](https://www.digitalstandout.com/advertising/instagram-advertising/) - [Social Media Marketing](https://www.digitalstandout.com/social-media-marketing/) - [Social Media Advertising](https://www.digitalstandout.com/social-media-advertising/) - [Social Media Management](https://www.digitalstandout.com/social-media-management/) - [Content Marketing](https://www.digitalstandout.com/content-marketing/) - [Blogs](https://www.digitalstandout.com/blogs/) - [eBooks](https://www.digitalstandout.com/ebooks/) - [Email Marketing](https://www.digitalstandout.com/email-marketing-automation/) - [Inbound Marketing](https://www.digitalstandout.com/inbound-marketing/) - [Hubspot](https://www.digitalstandout.com/hubspot/) - [Reputation Management](https://www.digitalstandout.com/general-services/reputation-management/) - [Review Generation](https://www.digitalstandout.com/review-generation/) - [Websites](https://www.digitalstandout.com/website/) - [Website Design](https://www.digitalstandout.com/web-design/) - [Website Management](https://www.digitalstandout.com/website-management/) - [Yelp Management](https://www.digitalstandout.com/general-services/yelp-management-services/) - [About](https://www.digitalstandout.com/#) - [Why Digital Standout?](https://www.digitalstandout.com/why-digital-standout/) - [Our Team](https://www.digitalstandout.com/our-team/) - [What Our Clients Are Saying](https://www.digitalstandout.com/testimonials/) - [Resources](https://www.digitalstandout.com/#) - [Blogs](https://blog.digitalstandout.com/) - [eBooks](https://offer.digitalstandout.com/marketing-guides) - [SEO Auditor](https://offer.digitalstandout.com/medical-seo-audit-tool) - [Website Accessibility Auditor](https://offer.digitalstandout.com/accessibility-ada-audit-tool) - [Local Reputation Auditor](https://offer.digitalstandout.com/local-reputation-auditor) - [Industries](https://www.digitalstandout.com/#) - [B2B](https://www.digitalstandout.com/b2b/) - [Professional Services](https://www.digitalstandout.com/professional-services/) - [Dentistry](https://www.digitalstandout.com/industries-we-serve/dentistry-marketing/) - [Healthcare](https://www.digitalstandout.com/healthcare/) - [Bariatric](https://www.digitalstandout.com/industries-we-serve/bariatric-marketing/) - [Dermatology](https://www.digitalstandout.com/industries-we-serve/dermatology-marketing/) - [ENT](https://www.digitalstandout.com/industries-we-serve/ent-marketing/) - [Medical Spa](https://www.digitalstandout.com/industries-we-serve/medical-spa-marketing/) - [Medical Marketing](https://www.digitalstandout.com/#) - [Mental Health](https://www.digitalstandout.com/industries-we-serve/mental-health-marketing/) - [OB/GYN](https://www.digitalstandout.com/industries-we-serve/ob-gyn-marketing/) - [Ophthalmology](https://www.digitalstandout.com/industries-we-serve/ophthalmology-marketing/) - [Orthopedics](https://www.digitalstandout.com/orthopedics-marketing/) - [Pain Management](https://www.digitalstandout.com/comprehensive-pain-management-marketing-strategies-for-clinics-to-attract-more-patients/) - [Plastic Surgery](https://www.digitalstandout.com/industries-we-serve/plastic-surgery-marketing/) - [Podiatry](https://www.digitalstandout.com/industries-we-serve/podiatry-marketing/) - [Rehabilitation](https://www.digitalstandout.com/industries-we-serve/rehabilitation-marketing/) - [Sports Medicine](https://www.digitalstandout.com/industries-we-serve/sports-medicine-orthopedic-marketing/) - [Gyms and Fitness](https://www.digitalstandout.com/gym-and-fitness/) - [Mental Health](https://www.digitalstandout.com/mental-health-marketing/) - [Get Started](https://www.digitalstandout.com/contact/) [GET STARTED](https://www.digitalstandout.com/contact/) ![](https://blog.digitalstandout.com/hubfs/kelloggs.jpg) # What the Great Depression Can Teach Us About Marketing During COVID-19 Published by [Digital Standout](https://blog.digitalstandout.com/author/digital-standout) on Apr 10, 2020 11:16:00 AM ![kelloggs](https://blog.digitalstandout.com/hs-fs/hubfs/kelloggs.jpg?width=400&name=kelloggs.jpg)The global pandemic of the new coronavirus (COVID-19) brings us all into uncharted waters, but there are many lessons we can take from history about how to survive—and even thrive—in difficult times. Belt-tightening may feel natural during times of economic uncertainty, but history offers the fascinating story of The Kellogg's Company’s advertising approach during the Great Depression, showing that it’s actually an important moment to invest in a smart, responsible marketing strategy. ## Kellogg’s Great Depression Story Today, many grocery stores devote an entire aisle to breakfast cereal. But nearly a century ago, pre-packaged, ready-to-eat cereal wasn’t yet the breakfast staple we consider it today. As a product, it had been around for a few decades but it hadn’t really caught on as one of the most popular choices for a morning meal. When 1929 brought the most devastating economic downturn the modern world had yet experienced, many companies reacted by immediately slashing advertising budgets as a way to cut down expenses. The two major players in the cereal business—Kellogg’s and Post—took distinctly different routes. Wall Street crashed, millions of people and businesses saw their investments wiped out, unemployment soared, and consumer spending floundered. There was no way to know what would happen to consumer demand for breakfast cereal, so Post did what many other businesses were doing—cut back their marketing. ![rice krispies](https://blog.digitalstandout.com/hs-fs/hubfs/rice%20krispies.jpg?width=300&name=rice%20krispies.jpg)Kellogg’s chose a drastically different approach. The company actually began to aggressively increase its marketing, doubling its budget for advertising. Remember Snap, Crackle and Pop? They were born in the 1930s, an investment in a new ad campaign, amongst a reeling world economy. By 1933, thousands of banks had gone out of business and unemployment had reached a staggering 25 percent, but Kellogg’s was experiencing a nearly 30 percent rise in profits. Their strategy not only moved pre-packed breakfast cereal from a minor commodity to a widespread, popular breakfast choice, it cemented the company’s own position as the dominant force in the market. ## History’s lessons for a COVID-19 business environment [Nearly a century of studies](https://www.asicentral.com/html/open/ProductsAndServices/supp/pdfs/Advertising_in_a_recession.pdf) have shown time and time again that many companies pull back on marketing and advertising in a recession or during fears of a recession. These studies all consistently show that businesses that do choose to advertise during an economic downturn experience a better return on investment, often seeing the dividends of their marketing investment for years afterward. One study showed that 86 percent of people felt better about a company’s commitment to their products and services if they advertised during a recession and these brands were more top-of-mind when it was time for a purchasing decision. ### How do you get marketing right in difficult times? Whether it’s internal communications, public relations, social media, or advertising, first keep in mind a few fundamentals during the new coronavirus (COVID-19) pandemic. Being a responsible steward of your business and a good citizen to your community should go hand-in-hand. Now, more than ever, it’s important to be: - Compassionate to your employees, customers, and community - Informed and up-to-date on the market and news - Consistent with your brand identity - Considerate about how your business fits in with people’s needs right now - Strategic about your business’s future [Check out our article summarizing some social media best practices during the COVID-19 pandemic.](https://blog.digitalstandout.com/covid-19-best-practices-for-social-media-management) ### Why being there in a crisis is important In the best of times, it can feel like a juggling act to balance the immediate needs of your company against long-term goals. As you think about what’s best for your business, it’s important to keep in mind that we’re all going through this extraordinary event together. Being there in a crisis is important. It’s comforting for people to know businesses are still running and it builds trust in your company as a consistent, recognizable brand. Investing now can make a huge difference when we get through this difficult moment in time. ## The Digital Way to Stand Out ![digital marketing](https://blog.digitalstandout.com/hs-fs/hubfs/digital%20marketing.jpg?width=400&name=digital%20marketing.jpg)We live in a different world than the one from the Kellogg’s Great Depression case study. In this moment, the best way for a small business or large company to take the right marketing steps is to invest in their digital footprint. [Digital marketing](https://www.digitalstandout.com/advertising/) allows you to reach the right audience in a very targeted way, so you can get a better return on investment than the “spray and pray” techniques of the past. Spray and pray marketing is when your approach is simply to get your message out to as many eyes and ears as you can—even if those eyes ears don’t actually belong to potential customers. The problem is you pay for a breadth of reach that you don’t really need: it’s imprecise and wasteful. Anytime you invest in marketing efforts—and especially right now—you probably want to be prudent with your spending. The hyper-targeting offered by digital marketing allows means you don’t have to waste any of your budget. You can reach the right people at a fraction of the cost of traditional advertising. Tags: [Inbound Marketing](https://blog.digitalstandout.com/topic/inbound-marketing) [Back to Blog Posts](https://blog.digitalstandout.com) - [Tweet](https://twitter.com/share) ## Related Articles ## [Differentiating Your Plastic Surgery Practice: How an Optimized Website Stands Out in a Crowded Market](https://blog.digitalstandout.com/differentiating-your-plastic-surgery-practice-how-an-optimized-website-stands-out-in-a-crowded-market) Plastic surgery is a rapidly growing and competitive field. In today's ever-evolving digital... [Read More](https://blog.digitalstandout.com/differentiating-your-plastic-surgery-practice-how-an-optimized-website-stands-out-in-a-crowded-market) ## [Plastic Surgery Marketing Trends 2024-2025](https://blog.digitalstandout.com/plastic-surgery-marketing-trends-2023) The plastic surgery industry is constantly evolving, and so is the way plastic surgeons market... [Read More](https://blog.digitalstandout.com/plastic-surgery-marketing-trends-2023) ## [Why is SEO Crucial for Plastic Surgeons?](https://blog.digitalstandout.com/why-is-seo-crucial-for-plastic-surgeons) Plastic surgeons require extensive knowledge and immense skill to be able to serve their clients... [Read More](https://blog.digitalstandout.com/why-is-seo-crucial-for-plastic-surgeons) ### Who We Are We are a [digital marketing agency in Los Angeles](https://www.google.com/maps/place/Digital+Standout/@34.1433496,-118.6991176,15z/data=!4m2!3m1!1s0x0:0x1c20aafd1e01634c?sa=X&ved=2ahUKEwiT2ZeIreP8AhW2CTQIHfOSBLoQ_BJ6BAhBEAg). We partner with healthcare, medical, wellness, and fitness organizations nationwide.  With Digital Standout, you gain access to a full team of creative experts specialized in various aspects of marketing. Clients consistently express their excitement and satisfaction with our work and choose to continue working with us year after year. - - - #### [(747) 207-2370](tel:17472072370) **ADDRESS:** 26500 Agoura Rd #102-574, Calabasas, CA 91302 ### Our Trusted Partners ![Google Partner](https://7088323.fs1.hubspotusercontent-na1.net/hubfs/7088323/g-partner-1.png) ![Facebook Marketing Partner](https://blog.digitalstandout.com/hubfs/fb-marketing-1.png) ![HubSpot Certified Partner](https://blog.digitalstandout.com/hubfs/hub-spot-1.png) ![Yelp Ads Certified Partner](https://blog.digitalstandout.com/hubfs/yelp-adds-1.png) © 2018 – 2025 DigitalStandout / All Rights Reserved / [Privacy Policy](https://www.digitalstandout.com/privacy-policy/) / [Terms of Service](https://www.digitalstandout.com/terms-of-service/) This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.