The coronavirus crisis has made us all re-evaluate our business and our marketing and advertising strategies.
Moving forward (and we must keep moving) this is a new game, new challenge with new opportunities — although they may not seem obvious yet.
Based on history, when a crisis or recession hits a business, one of the unfortunate reactions is to freeze spending for marketing and advertising to conserve cash and “wait it out.” Yet, others (okay, the shrewd ones) may look at these times as an opportunity to stand out from the crowd and build awareness and goodwill with potential customers.
As Annette Malave, Senior Vice President of Insights at RAB stated in recent blog post, “It can’t be said enough – these are extremely unusual and difficult times for everyone. Knowing what businesses are open and available is important to everyone right now. However, it is just as important to the employees that work there as it is to the shopper. While it might seem counterintuitive, advertising during this time is crucial. If businesses advertise, people will shop or take advantage of services now while they are home, and the employees of those businesses will continue to work.”
I could not agree more. Annette provides 10 reasons to continue advertising. I’ve paraphrased them below.
10 Reasons Why All Businesses Should Continue Advertising
- If you want your business to survive after the downturn, you must advertise.
- It is important to communicate your business product or service.
- Consumer mindsets shift.
- There is an opportunity to increase “share of voice.”
- Businesses can create a positive image.
- Give your brand a facelift.
- Develop a plan to target consumers who are looking for ways to save money.
- You can create goodwill.
- It boosts morale. Advertising shows faith in your business and its future.
- Advertisers matter to their media/marketing partners. Partners want to see an advertiser’s continued success.
By advertising, you give your customers a chance to use your products and services, drive traffic to your website, keep the door open, pay employees and build goodwill in your community. The movie “Field of Dreams” has a famous line, “If you build it, [they] will come.”
Well, not if they don’t know you are open.
Underwriting with WDET
Underwriting with WDET, Detroit’s NPR station is a way for your business to stand out during this time of crisis and reach a targeted, loyal audience of potential consumers in an authentic, uncluttered, trusted environment.
Contact us online or by calling (313) 577-4255 so we can start the conversation today.