As a popular adage says, “When times are good you should advertise. When times are bad you must advertise.” Maybe you are selling disinfecting wipes (for which sales have gone up 595%), bottled water (up 275%) or hand wash (up 219%) and your sales are going through the roof. No matter the reason, if you are increasing your marketing budget, here are three pieces of advice to help your make the right choices: 1. Go where people are (social media of course, but also TV, e-commerce, online content and gaming platforms to start with). 2. Invest in building your brand and your consumer experience (this will have impact on your sales and market share after the crisis is resolved) 3. Look beyond growth and profit and think about how you can help the community - especially those in need (healthcare professionals, the homeless, financially vulnerable people, etc.).