Due to the outbreak of Coronavirus that is currently sweeping across the globe, many businesses have had to put a lot of work on hold. There has been disruption across all sectors and industries, putting jobs and livelihoods at risk. However, research has shown that this is not the time to cut ad spend. In previous recessions, brands that increased their ad spend not only weathered the storm but came out stronger…and remained stronger. In this blog we look at the importance of maintaining advertising and what steps you can take at this time to maintain and increase brand awareness, even if you’re not able to trade as before.
The Times They Are A-Changin’
Our new way of living has resulted in a shift in the advertising world and a dramatic change in the consumption of ads. Outdoor advertising has taken a massive hit, with less people out and about, these ads are simply not being seen. However, social media usage has increased by over 85%, with huge growth in website usage, tv and on-demand streaming services also. Now more than ever, it is vital your brand has a strong social media presence with great content, as this is the medium that is getting the most interaction.
Any digital agency will be able to tell you though, that it is not just about having a presence on social media sites – the type of content you are producing needs to be fitting to our times. A recent survey from Kantar has shown that 78% of consumers expect companies to be worried about their employees’ health and to put measures in place to support their workers. 41% of consumers want to see brands supporting hospitals and the government. These are just two examples of ongoing awareness approaches from companies that we’re seeing come to the fore over the last few weeks. Another interesting statistic is that a mere 8% of consumers expect brands to cut advertising.
Staying social from a safe distance
There is a reason why social platforms have surged in popularity over the past month: in a world where we are being kept apart, social media channels are helping bring us together. The increase in group calls has been over 1000% as families and friends find ways to connect online. Just some of the content that is bringing us together includes: home workouts, gardening tips, cooking tips and of course, activities to keep children occupied. There is a niche for just about everyone and it’s time your brand was producing high quality content to help your customers through this time as well as maintain your brand awareness.
If we had just one social media marketing tip for you at this difficult time it would be to adapt and cater to the changing needs of your target audience. Consumers are crying out for distraction, comfort and familiarity right now. The days can seem long, with many hours to fill, and as a brand this is something you should be striving to help with. Here at Cornell we have loved working with and watching companies think outside the box. For example, theatre companies have been streaming classic productions online now that they can no longer bring people together under one roof. Top restaurants and fast-food chains are putting recipes on their websites so you can bring their delicious tastes into the safety of your own kitchen (Hello, McMuffin!). Let’s get creative! How can you drive traffic to your website by adapting your brand? That’s where we come in…
Cornell Studios Digital Marketing Agency
Here at Cornell, we’re a digital marketing agency that helps brands communicate. We love what we do, and we understand the importance of maintaining communication with customers all the time and especially when the challenges are greater. Your products and how you sell them may have changed in the past two months so it is vital you are able to effectively make your audience aware of this. We know that spending, as expected, has plummeted during the crisis, but what you do with our brand today is going to have a long-term effect on how it’s perceived in the coming months and years. Consumer spending will bounce back over time and it’s up to you to keep your brand in the public eye.
Brands that support and communicate with their customers now are the brands that are going to be remembered for longer. So even if your workforce is currently on furlough there’s no need for your brand to be.
If you’d like to have a no obligation discussion about how Cornell are currently helping other brands to effectively communicate in these difficult times get in touch. We’d be delighted to help.