By Mimi Rasor, APR, President
As we all know, COVID-19 has turned our world upside down. Life as we know it has changed, and we will feel the effects of it for a very long time.
Fortunately, we are also starting to responsibly re-open and this got us thinking—what’s the best way to connect with consumers in this changing environment? What messages will resonate with your audiences? And how can marketing help ensure success?
To gain insight regarding how people feel about marketing now, we collaborated with NuVoodoo, a leading industry research firm, to conduct an in-depth consumer survey. We received more than 1,000 responses and here’s a sneak peek at what we learned:
- Even during this pandemic, advertisers are still finding positive ways to connect with their target audience members, proving that continued marketing and communications are even more important now to maintain brand recall and support.
- As businesses start to re-open, people are leery about resuming in-person interactions. So, letting customers know what safety measures you’ve put in place to keep them —and your employees — safe is crucial.
- Speaking of safety, respondents cited “sanitize” as the most important keyword in messaging. In addition, your messaging should focus on facts, including helpful and actionable steps related to safety.
So, where to go from here? Start by keeping your brand in front of your customers so you stay top-of-mind, and support these efforts with strategic messaging. Evaluate your budget to determine the best ways to reach your customers—three channels is ideal. And then give your customers some time to absorb your messaging and presence. Once things start moving ahead, you can then measure results and change your strategy as needed.
Download the white paper here to learn all the critical findings. If we can help, please reach out.