Today’s society is being bombarded by advertising material everywhere they go, and this has unfortunately led to reduced attention spans and poor memory retention. Brands, therefore, need to do more to be seen and stay relevant. Brands that are constantly posting great engaging content with a brand voice that assures its audience have a better chance at staying at the top of their customer’s minds during the COVID-19 crisis, as such being online has never been as important. Don’t let your business be the brand in the dark aisle.
Law enforcement by governments world over, in an effort to slow down the spread of the Coronavirus, has resulted in some products getting relegated to the non-essentials zone, which has made it difficult for such brands to keep advertising using traditional channels. It is brands like these that should shift strategy from a SALE, GO BUY NOW, POINT OF SALES approach to a WE ARE IN THESE TOUGH TIMES TOGETHER, MULTI-CHANNEL ONLINE ADVERTISING approach. This approach will position such brands as compassionate brands that genuinely care about their customers whilst also keeping their products and services relevant.
Research has shown that, brands that maintain their brand salience during crises, whilst maintaining their brand values and go on to spend on advertising have become industry leaders after the crisis. These brands also tend to recover quicker because they would have never left during the tough times, creating new clients along the way. Brands that cut or cease marketing and advertising efforts, on the other hand, have struggled to regain relevance and have ended up spending more on marketing in most cases.
Below are some examples of brands that have managed to stay relevant during these trying times include:
Dunlop
Dunlop launched its ‘Don’t take the road’ campaign, which has urged the public to leave the roads empty during the 21-day national lockdown in South Africa. In the ads, the brand asks South Africa to stay home as the world fights the COVID-19 pandemic. Though people are not going to be buying tyres during the lockdown, the brand has found a smart, compassionate way of staying in front of its customers.
Mercedes Benz
Mercedes Benz has been posting pictures of some of their best cars and prototype designs on Instagram. Parents can download and print for these for their children to color in as a way of keeping their children occupied indoors during the lockdown. This campaign has positioned Mercedes Benz as a caring brand and has allowed the brand to enter family’s’ homes effortlessly.
Picture of Mercedes Benz G-wagon with child standing in front of it
Customers need to be reminded of your brand existence every day and reaching out to them whilst they lay on their couch as they browse the internet will help. Get in touch with us and find out how we can help you. Don’t let your business be the brand in the dark aisle.