From Disruption to Reinvention: Three Tips for Meaningful Marketing in Moments of Disruption

Between March and May a whopping 80 percent of viewers found themselves watching more of the movies they love or at least the same amount as they did prequarantine for video overall that number was 65 percent Of the millions who binge watched favorite series enjoyed family movie nights or sat glued to nightly news television was both a means of escape and a way to stay connectedMoments of immense disruption challenge us all to rethink everything including our relationship with viewersamp8212and present us with an opportunity to transform Already consumers are changing how they spend their money and their time seven out of ten say they plan to be more thoughtful about the brands they support even once this crisis is behind us while two thirds believe they will maintain their current levels of media consumption postpandemic In order to transform alongside them brands must ask themselves this key question how do we reach consumers in an authentic and sensitive wayAt NBCUniversal it39s our responsibility to help our partners facilitate meaningful lasting connections with audiences Based on our research we39ve found success comes down to three simple steps Acknowledge Act AssureAcknowledgeUnsurprisingly consumers appreciate when brands reflect their realityamp8212including the challenges we face today More than twothirds of consumers believe brands should create messaging that speaks to current events just as many believe advertisements should account for the pandemicBut the most successful ads do more than just mention coronavirus We found some 77 percent of viewers appreciate when brands explain how they can help us cope with COVID19 while 82 percent are drawn to advertisements that highlight positive actions the brand has taken over the last few months Take Dove39s quotCourage is Beautifulquot ad which shared photos of healthcare workers and noted Dove39s 2 million donation to an organization that supports themFurther onethird of consumers seek guidance from brands about how to get involved and make a difference themselvesamp8212for example another Dove commercial including a countdown of the 20 seconds it takes to properly wash your hands with the message quotIn 20 seconds you can help reduce the spread of the infectionquotActUsing the right words is certainly necessaryamp8212but it isn39t sufficient Amid intersecting crises consumers expect brands to back words up with meaningful actionThough that may seem a choice between philanthropy and profit in truth the two are inextricably linked Our research found that over 80 percent of consumers are more likely to buy and use brands that help others More than threeoutoffour report loyalty to companies that prioritize their community39s wellbeing over quotbusinessasusualquotamp8212for example Uber39s ad campaign urging customers to quotstay home for those who can39tquot and thanking people for quotnot ridingquotSavvy brands recognize that doing the right thing today can mean doing well tomorrow Eightyone percent of consumers believe that the choices brands make now will continue to matter to them postcrisis And many of those consumers are putting their money where their values are 89 percent said they will continue supporting brands that earned their trust during the pandemic 51 percent reported they will stop purchasing from a brand that has not supported communities in times of needAll of this is creating a new consumer landscapeamp8212one where people think critically about who they buy from and how their purchases affect the world atlargeAssureFinally consumers are looking for a break from the quottrying timesquot messaging they39ve been hearing for months The majority of them crave positive media moments that paint a brighter vision of the quotnew normalquot This includes ads that give people hope help them feel safe or make them laughamp8212which are desired by 46 40 and 43 percent of viewers respectively Bud Light39s quotStay at Home Humans of Geniusquot adsamp8212a nod to the company39s successful 1990s quotReal Men of Geniusquot campaignamp8212managed to tick all three boxes offering viewers a dose of optimism nostalgia and humorBud Light39s ads prove that companies don39t need to choose between acknowledging the realities of the present and talking about the promise of the future And our research shows the most resonant advertisements are the ones that do bothUltimately the numbers don39t lie by acknowledging our circumstances working to improve them and assuring viewers that a brighter day will arrive marketers can embrace disruption as an opportunity for reinvention They can forge strong connections with consumers today and influence their brand loyalty and buying habits long into the future Most importantly if marketers are willing to transform they can make a meaningful difference in their communities and kickstart the economic recovery our country so desperately needsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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From Disruption to Reinvention: Three Tips for Meaningful Marketing in Moments of Disruption

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Kavita Vazirani

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From Disruption to Reinvention: Three Tips for Meaningful Marketing in Moments of Disruption

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