Is your business taking an adbreak during this outbreak? Here is a few tips on how to advertise during coronavirus lockdown
So we are about 2 weeks into the Coronavirus outbreak. In reality for the majority of us it has had our lives clearly turned upside down. For the first time in our generation UK, companies have been tasked with learning new ways of how best to operate over the foreseeable future.
Some businesses and industries have suffered, while others are being seen in a new light, like hand gel companies & toilet roll manufacturers to name a few. Little did they know 4 months ago that they would be in prime position for huge commercial success and to be able to both help society in a huge way. For them to have success all they need to do is keep delivering an increased supply.
For the few that are having success. Others however are facing unprecedented shortages in demand. Some businesses are reaching the point already where their businesses are no longer viable. Some of these business rely on foot traffic and people like conferences, shops, restaurants and many others until strict social distancing guidelines are lifted.
The simple fact is though, that in both cases, companies face major decisions and must plan on what is the correct way that they should market their products. Some are worried that maybe they should not be marketing at all during a time of complete economic upheaval and they are unsure how long this will last. The truth is none of us do, but with great uncertainty you also have an opportunity to build trust in your business in the long term.
As you will realise there is many millions of companies and some are doing it right and some are doing it wrong.
ASOS got bad feedback off $17 dollar face mask adverts, they were likely to off been set up in advance due to a release back in late 2019. Unfortunately when the pandemic hit their ads were still running and it was seen as poor planning and received many complaints through various platforms. The product was quickly removed and the adverts put on stop.
Brew dog who was founded by James Watt and Martin Dickie based in Ellon, Scotland, had a different approach after being in the brewing alcohol and pub sector since 2007 they decided to take action and start making Hand Sanitiser due to the severe lack of products available on the shelf and was in huge demand from the masses. Some praised the move to change while other sections were very unhappy with the large branding and described the move as totally self serving.
With April approaching and Easter just around the corner Cadbury’s had a whole marketing campaign and advert set up, but due to the circumstances was forced to pull this rather heartwarming and cute Easter advert.
Grand parents have always performed a huge role when it comes to grand kids with many looking after the children so that parents can go to work.
Now the country must battle with the fact that a whole part of normal life has had to change. Due to the elderly being in an extremely dangerous situation children should not risk visiting their grand parents for the foreseeable future originally stated for 3 months but is likely to be a lot longer. The reason that it was no longer suitable is down to the Social distancing rules placed on us, so it would be seen that it would not be promoting the right behaviour.
In the 40-second advert, Shows a grandfather hiding various Easter eggs made by Cadbury’s around his home, playing the hunt the Easter Egg challenge that we have all played and loved. He hides one for each of the grand kids in readiness for the visit from his grandchildren. When the kids come in there is hunting while a father and son have a nice em brass
Watch the heartfelt video above.
“Our TV ad was intended to invoke generosity and happiness in the run-up to Easter. However, due to current government guidance on social distancing, we recognise it is no longer appropriate to encourage close physical contact amongst families”
Here are four tips for your business during this crisis
Now is the perfect time to connect with your followers and customers on social media during this crisis.
This is the time to show your human side and show your customers some really show empathy, help them out where you can.
No one wants to hear a salesy or pushy pitch but maybe you can help one of your customers by saving their business, it could be as simple as dropping prices a few pounds which enables them to make it through this difficult time imagine how your brand will stand out during a difficult time if you mange to help save other businesses.
Even if you can’t help them directly, can you put them in touch with someone who can. Think about it, there are a million ways to help people what can you do to to ease someones situation.
Make Sure Your Business Is Easily Found Online
Yes, I now know this sounds obvious but In case you have been walking around with blinkers on, there are more people are online right now than ever before at the same time. Search traffic have increased significantly over the past week, as people now have more time on their hands.
Most are confined and will be looking for information, knowledge, plans and your customers will really care about what is going on with your business. The world is currently all glued to their computers and smart phones looking for the latest news and updates from within our community and networks.
What people also need is some fun and humour, we’re looking to be entertained and strive to find ways to pass the time. You have TikTok videos trending, people doing keep me ups with toilet rolls, miming to films and others will be doing shopping online.
A Clever Move Right Now Is Actually Pay-Per-Click (PPC)
So let’s look at the facts:
There is more people at home and on their phones. Around 55% of companies have stopped their ad campaigns, with another 60% cutting them in half of their normal ad spend.
So it’s a great opportunity to actually make savings on the cost per click marketing module. You are actually going to gain an unfair competitive advantage by continuing to promote. The likely hood any way is CPC costs are going to continue decreasing in the coming weeks, especially as less and less businesses will be advertising unfortunately.
So really you have the perfect storm, you have customers who still need and want something, you have less competition and it is highly likely to be cheaper costing to your business due to this.
Sadly for some businesses they will close, temporarily stop trading or cease to exist but becomes an opportunity to profit and gain from their lost market share. Combine this opportunity with some great SEO and you will quickly see your business top of the search rankings in Google, Yahoo etc
Your Business Will Bounce-Back If You Can See It Through
We know that this pandemic can not last forever. People will return and consumers’ spending habits will stabilise and things will rapidly start to pick up.
Today though is where you will make decisions that really will come to fruition at a later date, just like SEO campaigns, these are slow burning tactics that provide you with higher returns in the long run. You need to ask yourself “Is my business built for the short term or long term? Well now is the perfect time to make sure that you are set up for a highly sustainable long term future.
It really is time to dig out that list of things to do and start ticking them off for your business. As long as you don’t panic and be smart about things then there is every chance of you succeeding. Local SEO is perfect now as people’s travelling in restricted to the immediate areas in general so get back in touch with your local community.
Is your community still strong ? Who needs help? what can your business really do to help others, forget the costs lives matter and if your business make a difference in peoples lives today, you can be rest assured that in the future this will come back ten fold.
If you are struggling and would like to book a call to see how we can help your business in this difficult time the hit contact at the bottom of the screen or drop us an email at:-