As the old saying goes, “When times are good you should advertise. When times are bad you must advertise.”
Some significant benefits to advertising during these uncertain times:
Your ad projects brand stability
Broadcast viewership, newsletter readership, blog readership, social media use, and podcast listenership is way up
Ad rates have dropped dramatically due to the tourism and sports industries pulling all their ads, creating a “buyer’s market” for businesses
Small businesses actually have a bit of an advantage right now. It’s more difficult for large companies to pivot their marketing strategies quickly and respond to real-time shifts. Things are changing constantly and consumers are adapting at rapid pace, so brands have to step up.
If you can place an ad with
a strategically-chosen medium
and thoughtful messaging, do it!
If your business has been or is still closed, you may not be in the best position to take advantage of these deals, and that’s OK. But what you don’t want to do is stay too quiet. “When marketers cut back … the brand loses its ‘share of mind’ with consumers, with the potential of losing current – and possibly future – sales.” – Forbes
If you need recommendations on where to advertise, help negotiating the best rates, or a beautiful ad design, we’re happy to help. Even if you don’t have an ad budget at the moment, we can still put together a robust social media plan and help you stay in touch with your customers via e-blast/newsletter.
Customers Will Remember
Your Brand’s Response During This Time
“A recent Edelman study showed that one in three consumers had already stopped buying a brand they believed had not done the right thing in the face of the crisis. In addition, 71% of people agreed that if a brand were found to put profit before people during this time, then they would lose consumer trust forever. Ultimately, whether it’s six weeks or six months from now, buyers will not only judge brands by what they did during this time but by what they didn’t do.” – AdWeek
So speak up, but when you do, make sure you’re adding positive value to world. We don’t have a crystal ball to know what will come next, but we’ll keep working hard to help you evolve.