{UAH} The Delicate art of Advertising in the midst of a global pandemic.

The Delicate art of Advertising in the midst of a global pandemic

The COVID-19 pandemic has had a weighty impact on not just the Advertising spend of most businesses but also on the messaging that brands worldwide are communicating to their numerous audiences. For most companies, the onset of the pandemic motivated a transition from focus on products and services to cautionary messaging that emphasized the role of personal and communal hygiene in combating the spread of the novel coronavirus.
Subsequent to that were donations, in cash and in kind as organizations of all sizes stamped their pledges to a fight that brought communities, sectors and nations together – a fight that the world has still not conquered.
As society strives to seed certain aspects of life with new but necessary survival measures, Brand Custodians and Advertising Executives are faced with a crucial crossroads moment; how do you market to consumers who are solely or mostly concerned with survival without sounding disconnected from the somber reality that most of them are facing?

1. The stage of Recovery and Repurposing.
In one way or another, the current crisis has altered the spending habits of consumers, forcing them to tighten their purposes and opt for minimalistic living. Whether they were forced to shut down completely or operate amid constraints, several businesses are now focused on recovering and getting ready for the uncertain journey ahead, while previously approved spends have been diverted or are in review.
Brands can take the way of their consumers here – and repurpose available funds to less costly but effective means of consumer engagement. The call for organizations to create distinct and vibrant online spaces has been happening for years. Those who paid heed managed to create spaces where they could sell products through targeted communication, provide customer service and provide reassurance to anxious customers while those that ignored this call are playing catch-up.

2. A Return to Purposeful Customer Connections.
At the heart of all advertising is the need to connect with, impress and convert audiences to a brand's services and products. Currently, it is almost impossible to listen to any brand communication that doesn't mention the coronavirus pandemic whether it be in the form of taglines or hashtags. The pandemic is centerstage and must be addressed.
Rather than viewing this negatively or as a racing ground to out-communicate competitors, brands can play constructive roles in the lives of their consumers through tactful, practical and purposeful communication. If your clients are Small and Medium Enterprises, how can you help them to streamline their processes? Before you interest them in that low-rate loan, have you helped them with the basics of company registration, patenting and standardization of products, among others? The "new normal" has redefined customer relations, placing businesses which become an integral part of each step of their clients' in more favorable positions.

3. When you can, spread positivity.
No one can ably tell when and if life will ever go back to the way we knew it. Even as phased normalcy returns, fear and anxiety are still a large part of all our lives. While companies have played their socio-responsibility roles in numerous ways, there is space to reach customers with "feel good' campaigns and causes. These do not have to break your account and should be viewed as long-term brand building. Campaigns built on supporting communities, supporting frontline workers or recognizing the daily heroes in your company's or audiences' lives will provide a welcome ray of light.

4. Plan long-term, execute short-term.
While long-term planning is required as a roadmap for your organization, you must be able to conceptualize and execute approaches that are as varied as your audiences. The current times has created a situation where consumers are in a race against time to salvage and rebuild. Long-term planning might involve geographical research of your market while short-term implementation of solutions should be based on customer insights (human truth).
It's important to bring your brand purpose/promise to life both now and in the future; whichever way it might look.
In the times to come brands will one way or another, have to step up to the challenge of the day and find a place where they both stand out and create relevance for their customers and audiences. Your products and services must speak to your brand purpose in ways that ensure present-day relevance to existing and potential customers.

The author Ms. Diana Kahunde,is the Brand and Advertising Manager dfcu Bank

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"When a man is stung by a bee, he doesn't set off to destroy all beehives"

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