“During these uncertain” and “unprecedented times”
the rules of advertising have changed.
These types of phrases have now become ubiquitous. And, the
importance of an ad’s relevance and how it meets immediate consumer needs has
soared. An astounding 80%
increase in media consumption (and forced changes to consumer shopping
habits) have made it vital for companies to rethink both when and how to
message their product. So if you’re
dipping your toes back into advertising, plan ahead with these tips to respond
to the “new normal”.
1. Highlight Consumer Safety.
Advertise the steps your company is taking to keep consumers and staff safe. What
better time to help educate the public and promote safety? Curbside pickup. Social
distance requirements. Virtual visits. From small changes to larger innovations
– highlight specific steps you’re taking to help keep people safe. Consumers
will appreciate knowing what to expect when engaging with your business.
2. Offer Community Support.
Take advantage of opportunities to help other people and businesses impacted by
the crisis. Instead of sponsoring a live event, consider teaming-up to provide
support to area non-profits or local businesses that have been particularly
impacted. Companies that can effectively combine the concept of emotional
marketing with real-world impact can build long term trust among
3. Reflect the Common Experience.
The importance of imagery in an ad has become astronomical. Positive images
that were once universal, like outdoor concerts or family reunions, can now
look out-of-date or unsafe. Advertisers should focus imagery that features
solo, home-based, or socially distanced activities. Other ways to promote a brand
beyond photos include creative typography, illustration-based campaigns, and even
high-art product photography. Look
around for inspiration.
4. Expand Your Online Engagement.
It is likely that many ‘new’ purchasing trends among consumers will become
embedded into future buying habits. Regardless, for now consumers are spending much
more time online. Use these behavioral shifts to maintain an online presence for
your brand. Check-in on social platforms often to stay connected with consumers
who may be feeling more isolated than ever. Consider implementing new engagement
strategies like virtual events that give your customers something to do, or a
way to interact with your organization and each other. Take some time to
enhance your website SEO and try to increase backlinks to your pages – both are
invaluable for attracting new website traffic and your current tactics may be
5. Be Authentic.
Above all, when developing advertising collateral in this crisis, it is
important to be authentic. Use your company’s existing mission and vision
statements to guide your response. Messaging should either place consumers at
ease or help them solve a problem. With 75%
of consumers affirming that brands should not exploit the COVID-19 pandemic
to promote their product, what you offer must be relevant. Can consumers
reasonably access this product? Does your message speak to the common
experience? Is this service applicable right now? If the answer is “no” then
consider other ways your company can engage consumers without touting your product.
For more advertising tips as well as information on how to reach Texas
physicians, visit www.texmed.org/Marketing.
Last Updated On
August 21, 2020