Recommendation on how to stay relevant during lockdown
The focal idea the brand sends to its consumers should be based on two essential factors: correspondence to the current situation and expression of empathy. Primarily, the advertising campaign needs to adapt to the pandemic and its reality. So, the appeal to the audience and visual creativity should highlight contemporary social values but preserve brand value and uniqueness. It might seem impossible to conform the brand's message to the new conditions, but there's still a chance to do it as it's been stated in the examples above.
The next step on how to stay relevant during the lockdown is to find the channel where the majority of a brand's audience can be reached. Delivering information through the right communication channels facilitates the reasonable use of a company's resources. Connected TV appears a perfect choice due to several reasons:
- The majority of people are confined to their homes where they need a particular type of entertainment or just simply a distraction, and CTV meets this requirement.
- The more time users spend watching CTV and OTT, the more ads they may see.
- Since ads are displayed to the right audiences, targeting becomes more precise.
- Advertising on CTV provides more tools to analyze effectiveness.
So, what works for brand-building during the lockdown?
Needless to say, this is a difficult time for thousands of people as they look to brands for an escape to the problems that surround them. Thus, companies have to comfort, suggest ways out and help customers cope with fear, anxiety, or stress. The transmission of genuine empathy in the message is the second crucial factor for targeting both current and potential audience. In the meantime, there should be a balance between words and images. The context has changed so textual or visual messages that seemed inoffensive only a few months ago can be perceived as hurtful to a person nowadays.
When considering the current circumstances, it's vital for companies to be flexible and easily modify the marketing processes. The long-term strategy defines the course of the ad campaigns and helps assess expenses and revenues to figure out the effectiveness of their performance. Being capable to react promptly and conform to the rules of the coronavirus quarantine or other crises ensures prosperity to the brand.
Think long-term & plan your next marketing moves