The advertising and marketing world is no stranger to changing direction quickly when needed. With new trends, catchphrases and the latest pop culture crazes popping up by the minute, the ad world has gotten savvy, even comfortable, with thinking on its feet and pivoting strategies and messaging in real time to fit the current state of the digital world. Yet, in the midst of a global pandemic, many are experiencing a strange feeling of uncertainty about how to roll with the punches. Creative agencies are wondering: How do I connect to the public at a time like this?
Here are five tips to help achieve brand success while we all work to recalibrate.
1. Be Human First
During this time of crisis, be sure to lead brand messaging with compassion and empathy. As much as we’d all like to get back to business as usual, the world is facing uncertainty, and consumers want to feel connected to the brands they engage with as opposed to being bullseyes for revenue.
It’s important to speak to the audience in a way that says “I understand” to connect on personal and human levels rather than come off as tone-deaf via traditional sales strategies. People want to feel a sense of unity, and your brand needs to speak to that and be mindful of current global circumstances.
2. Look For Opportunities To Reallocate Efforts
As many brands diversify their offerings and put resources typically meant for consumer retail toward combatting the pandemic, you, as an advertiser, should be pivoting to see where you can reallocate efforts and diversify ad spending.
Brands pushing the pause button on the usual sales tactics could mean a halt in traditional advertising efforts as well. This is a time to step up to see how you can help brands reach people where they are now. Changes in consumer behavior should be reflected in advertising strategies. Online retailers, such as Amazon, are busier than ever. Recode reports that “consumer spending on Amazon is up 35 percent from the same period last year,” and “Google searches for Amazon are at near-holiday-season levels.” Moving more of your brand’s ad spending from out-of-home advertising to pay-per-click (PPC) campaigns on relevant sites provides an opportunity for cost-effective conversions as people stay home and glued to screens.
3. Step Up Your Audience Targeting
With web traffic spiking 20% in a week-over-week comparison, it’s clear that a lot of people are online right now. But not everyone is your customer. It’s more important than ever to be more selective and precise with your targeting. There are many things to consider when it comes to reaching your target audience during this unique time. Is your brand facing manufacturing issues, closures or difficulties shipping to certain places? If so, it’s especially important to assess the location of your campaign. What was previously slated to be a nationwide ad blitz may be more appropriately suited to only a few key cities.
Now is the time to really home in on who your audience is, where they are (both online and physically) and what they need. That way, you can truly deliver value and increase conversions and return on investment.
4. Get Discovered
With so many people stuck at home, there has been a surge in social media activity. TikTok, Instagram, Facebook and YouTube are some of the best tools for brand discovery. As visual platforms, they also provide the opportunity to educate your target audience with product demonstration videos or even customer testimonials. You can also use Facebook and Instagram’s shop features to facilitate sales directly from your social marketing and advertising content.
5. Find Ways To Adapt In-Person Engagements To The Digital World
Before the coronavirus pandemic, many brands were employing experiential marketing. We now have an opportunity to take this tactic digital.
People are spending more time online in front of the computer, smart TVs and other devices as they are staying home to help flatten the curve. This increased online activity offers more opportunities to engage users. Whether it’s through interactive games, virtual concerts or even live streaming demonstrations or virtual reality experiences, brands can move to engage audiences with online experiences. For example, in February, “Fortnite” hosted an in-game Marshmello concert. Many brands were already looking for these types of opportunities before the pandemic.
The whole world is being affected by the coronavirus pandemic, and though it can feel never-ending at times, it will eventually end. While most of us may be isolated at home, it’s important to remember that we are not alone. As marketers and advertisers, our messages should reflect these sentiments in the ways we connect with people right now. We are all in this together, and we will all need to work together to pull through.
Go to Source
Author: Jon Waterman, CommunityVoice