Navigating COVID-19: finding the silver lining in difficult times
This situation is unlike anything any of us has ever experienced before, and hopefully never will again. But let's try to find a silver lining. Where are the opportunities in these unusual times
Connecting while social distancing
With much of the world hunkering down at home, it stands to reason that more people will be spending a lot more time consuming media online, and more willing to engage more deeply. Which means there are more opportunities to reach people and earn their attention.
Fill the void
Some advertisers will of course pull spends during this time, which is likely to mean that the price of media will decline. This presents an opportunity to reach your audience more economically.
Try new things and learn
The abundance of low-cost attention is a great opportunity to experiment and test new ideas, new creatives and offers. The data from this effort will also yield learnings that will never be possible again (hopefully).
Performance over branding
As some advertisers pull back on awareness campaigns, performance campaigns seem to be maintaining and even growing. Where there is an opportunity to transact and convert online this is a good time to reach out and find new customers.
Get creative
Look at offering deferred deals. For example, some have suggested that restaurants sell gift certificates to generate revenue while people stay home. Offering discounts or promotions for purchases made now for goods or services to be delivered later can be used to incentivize people to transact.
Do your bit
Consumers care about what brands stand for and how they (re)act, especially in times of crisis. Consider some ways you can pitch in – little things can go a long way.
This too shall pass
And when it does there is bound to be a lot of pent up demand for things we've been depriving ourselves of. Use this time to remind people of your brand so that when the time comes and we all emerge from hiding, you are well-positioned for recovery.