Will it Hurt Your Brand More if You Advertise Or If You Don’t?
The world has changed. How do you position your company change with it, and then prepare for the changes that will be happening in the future weeks/months once the “shelter in place” orders are rescinded? That’s a lot of change, so how should your advertising and messaging be adapted to work for you?
One thing is for sure: do not keep running the same old ads promoting your business and products while you are closed. I’ve seen a number of these ads, especially on tv, and wondered how a business could be wasting money like that right now. Shockingly, these companies have called TV stations to cancel their advertising schedules and were told ‘no’. Wow. That defies all logic, good business practices, and compassionate human kindness. Karma…
- If you are still open, especially in an altered state like delivery and curbside only, online-specific, or working from home, then you must immediately change your messaging to let people know what your new (temporary) normal operating looks like.
- Update your online listings (Google My Business), social media, and website to reflect your new hours and ways of operation.
- Update your marketing messages to let your customers know how you are able to help. Change your message to reflect this moment in history.
Need inspiration on what that looks like? Check out this ad from Budweiser:
See how Walmart is telling a story that connects with the crisis we are all going through:
Netflix has taken their marketing messages and found a great way to encourage people to stay home. Spoiler alerts ahead.
Take this time to connect your company with the good in the world. Use your marketing budget to help others. Get ready to grow.
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RUSSO is a strategic branding agency that uses consumer insight to change the conversation; forming emotional connections with the target audience. To learn more, click HERE to learn more about our process, RAZOR BRANDING.