Someone had mentioned that Covid is like a toxic ex that you cannot get rid of, and truer words have never been spoken. This relationship had break-ups and make-ups in waves, in both crests and troughs, each much worse than the previous. Now we have completed our second anniversary with the onset of the third wave. By now we should have adapted to it, (because the show must go on!) and have our own techniques to deal with it. That is my role today, a good friend who is willing to give ‘relationship advice’ which you will hopefully listen to...
Online makes it easy
Looking back, the way things would work will not yield the same results today so it is imperative to understand what has changed. Every brand has a specific target audience which changes in due course of time. The past two years brought a radical change in the preferences and priorities of humans in general. We have moved from a semi digital market to AI centered formulas, which are expected to take lead in the coming future. So the first “DO” is to move online as soon and as smoothly as possible.
Gone are the days when customers would come looking for you, now brands have to look and ‘target’ their customers. A website and social media can be the first step to the internet, but it doesn’t have to be the only way. Content (like what I am trying), Email and SEO are some of the few ways to keep the steam engine rolling. If you are new to this approach, refer to our blog on social media, it's fresh out of the bakery.
Personality matters…
Now that we have established the channel of communication, let us see how we should communicate. Marketing, ads and outreach means that you will need to connect with your audiences, hence keeping the brand and the campaign emotional helps to strike a chord with your target group. The story or message that you want to say should reflect the brand or its ideals more than the product. Keeping an online presence with strong brand personality is bound to create a loyal following, though it is a long procedure needing constant effort. Solidifying your brand perceptions and ideals will help target groups relating to your brand. If you want to create a brand that is a greater human experience then check out our blog on story and it’s telling.
How to keep the conversation going
We have spoken DOs in terms of Brand, but conversions happen with products right? So what are the DOs for products? We have already established brand sensitivity among the consumers and they are price sensitive as well. If you are in the competitive market then no matter how huge the following, your prices will be affected by your competitors. Enter +1 marketing where you highlight your strength, specially in comparison to other players in the market.
It is important to show what sets you apart from the rest. What more do you have to offer which others cannot. If you are eco-friendly, supporting local business or catering to people in various languages, it is important to highlight your strength; because Consumers expect brands to fit into their lives, and not the other way around. One has to understand the trends and expectations of their audience, complete with market research to ace that +1 marketing.
Keep in touch
While you are trying to establish a brand through emotional resonance, one must not wait to create campaigns that are meaningful. Ad campaigns that are data and story driven, meaningful and economically viable, should not be an occasional occurrence. Agreed that hoping on trends and influencers give it that oomph, make it look sparkly, but all that glitters is not gold. So take a pause on the appearance and give each campaign a level of depth for the audience to swim into, something to think and ponder about later. Another approach is to keep the campaign close to real life i.e., to bring it down to the common people, highlighting their lifestyle and situations, keeping it real. This will make it easier for your audience to relate and maybe take your conversions higher
This is the third season of Keeping Up with the Covid-19; and by now we should be prepared for it. Adapting to changes and trying to ace the campaign is not any easy feat, especially when there are too many to please; experience, time and patience is imperative. Good Luck!