Testing (times), Testing... 1,2,3... is this thing on?

We’ve all seen the headline… “The best marketers will be upping, not cutting, their budgets” (Credit: Mark Ritson - https://www.marketingweek.com/mark-ritson-marketing-spend-recession-coronavirus/)

I think one thing we all know by now is that recession actually provides an opportunity for brand awarenss (and market share) growth by being prepared to take a short term hit for long term gain.

Everyone from the London Business School, to Kantar, Forbes, Harvard Business Review and all in between advocate for being there, keeping the brand light burning and growing share as a result during this period of self-isolation, lockdown and uncertainty.

BUT – and here’s the big kicker… if you work in my world – and that’s outside of the national agency market – that’s much easier said than done! Huge swathes of highly successful businesses right across the country that had budgets that were previously the envy of many a marketer are closing doors, furloughing staff, halting operations and… sadly, in some circumstances, even shutting down!

Our organisation, Communicorp UK primarily works with SME’s and public sector / local authority clients. But in this world... an SME with a turnover of ￡35m that can barely keep the lights on, or a local council who are having to plough serious amounts of cash into things like PPE, care provision and even refuse collection aren’t going to have a collective brainwave to decide to increase their Ad Spend. We know it, you know it – and almost everyone outside agency land knows it – it’s going to decrease…

What is more important right now for businesses in these sectors is mixing it up a bit. Creatively, methodologically and in terms of the vehicles you choose to use.

All businesses for example have a digital or social marketing strategy, and that will help you reach people in the market, in a targeted way. But hey – we need to tell the world we’re here and we’re just waiting with open arms for the day everyone can all come flocking back into societies loving embrace, right?

If you take one thing out of this – please: LISTEN UP. If you are open for business as (un)usual - it's simple, give a service and a product at a price that is useful and helpful to people. And don't be afraid to shout about it. Right now though, many businesses aren't open for business in the usual way and you need not disappear into obscurity. You DON’T WANT TO SELL YOUR PRODUCTS AT AN AMAZING PRICE TO YOUR CONSUMERS. You want them to know that:

1.     You are there for them

2.     You will be there for them when it’s all over

3.     You are thinking of the people most impacted

4.     You are acting to keep your business, your employees, the community and your future customers safe

But don't be cliched. It's disingenuous and many are doing it. I don't think a random company needs to hi-jack a national effort to support the NHS and portray themselves as the good guys, for example.

Instead focus on what makes your brand or business resonate with consumers.

Here’s a truly wonderful example from Skyscanner doing exactly that. At this point it's not about ticket sales or search activity - it's about connecting with family, friends and missing the people and places you love: https://www.dhirubhai.net/posts/skyscanner_we-will-get-through-this-we-will-see-the-activity-6648921116826013696-6wtE

This is marvellous. You only have to look at the social traction, interaction, sharing and comments on this post to get a true understanding of the sentiment it has achieved.

However sadly, for every Skyscanner – there’s a Sport Direct, Wetherspoons, Holland & Barrett who are just getting the tone all wrong and as such are being slated left, right and centre.

So, here’s the deal – and without any bias. Digital marketing strategy should continue – no if’s, no but’s, no maybes.

Don’t increase your spend, don’t employ expensive agencies to create a masterpiece for you. Just be honest, reach as many people as you can and do it in a light touch way. You can do that by shifting even just 20 or 30% of your budget into Radio or TV.

Radio – it’s obvious. It’s a 121 chance to talk to consumers – people are working from home, people are spending time at home and people are listening to music, entertainment and the news as much as they ever have. In fact, our friends over Global have been conducting some independent research into COVID-19, the impact of it and how we as a nation are adjusting to the new normal.

On this nationally representative survey – it’s found that 84% of UK adults have changed their media habits in the week ending 29th March – which was up 77% from the week previous. And 49% of Global brand listeners have increased their radio listening in the week ending 29th March – that’s Capital, Heart, Smooth, Classic FM, LBC, Radio X, Capital Xtra and Gold networks. More people are listening… and listening for longer.

As for TV – it’s in a similar boat. Coronavirus has seen the likes of ITV across daytime having their highest ITV Lunchtime news figures since New Years’ Day 2014 – doubling it’s ratings year on year.

Now might be the time to go below decks to save jobs, business, industry and property – but now is most definitely the time (if you can juggle things around a bit) – to go ABOVE the line into broadcast advertising to build that new customer fanbase.

Over and above that – before you do so – research your target market, understand what is making them tick (now, more than ever) and how they are likely to respond to your messaging. Conduct creative concept testing before you go to market – this will ensure safety in message confidence.

Finally – just keep your brand light burning… in whatever way you can… in whatever way you can afford. We’re all in the same boat – we’re here for you, and you’re here for your customers – let’s try and treat this next few weeks as a knowledge exchange – not a competitive dive around for every last penny a business has to offer.

Keep it real – and we’ll get through this.