‘It was the best of times, it was the worst of times’. Of course, Charles Dickens was talking about the state of advertising.
In pandemic times, some believe that now is the best time to promote your business. Everyone’s glued to their screens. So, we’re a captive audience. But with 26 million people out of work, many folks are struggling to survive. And in the worst of times, you store dry powder.
Media strategist Gordon Borrell advises, “If advertisers don’t understand the need to maintain their marketing right now, you’ll probably need to find new ones – because they may not be around in a few months.”
Here’s my take: Yes, this is the perfect time to market your brand. But only if you’re part of the solution and making our lives better. Otherwise, it can wait.
We’re witnessing a sea change as companies are winning customers without commercials. They’re making an emotional connection and weaving that message into their brand. This is no time to be tone deaf to life’s priorities.
Who’s doing it right?
Amazon, HBO and SiriusXM paid it forward by waiving subscription fees. Farmers reduced insurance premiums. Dyson adapted their vacuum technology to build respirators. Shake Shack returned their $10 million stimulus check and earned tremendous goodwill.
They solved urgent problems and in return, won loyal fans.
Clearly, thousands of retailers won’t return. Expect more sellers of pre-owned goods. After weeks of ‘living small’, we’ll think twice before spending. Minimalism will thrive. We’ll see a boost in automation and less personal contact. Watch for Pay What You Can restaurants (there’s already 60).
Welcome to the new normal – and maybe that’s a good thing.