I will like to clear my throat in a way to introduce myself. My topic is not a website just me trying to be creative about it.
Generally speaking, marketing is a cost centre, so why should we be discussing it in this era when the world has turned upside down for all of us and normal has evolved into a new normal.
The best thing to do now is review costs and slash it by far. I am sure marketers can identify with this.
My goal is to trigger a conversation for consideration going forward, as to whether it’s prudent to consider intensifying advertising during this era of a pandemic or not.
I cannot overemphasize what is happening and how the world has changed. For instance, Ghana is one of the most impacted countries in West Africa. There is a continuous rise in the number of confirmed cases reaching over 24k with 100 plus recorded death cases.
We cannot say how long this COVID-19 pandemic will last, but it’s obvious it will not go away in the next 2 or 3 weeks, so we must find a way to live with it in the new normal.
On a lighter note, our new normal includes greeting each other with our knees, elbow, and bum. We dress up like in the ninja movies we used to watch growing up, our new formal attire has changed to jacket and tire on boxer shorts and slippers.
Our essential commodities have changed to hand sanitizers, toilet rolls, tissue papers, etc. All of a sudden zoom and MS teams have replaced the boardrooms; people are getting used to the possibility of working from home amidst the shouting and running around of their adrenaline junky kids.
On a more serious note, COVID-19 is threatening the very thing that makes us humans, where kisses and hugs are no more gestures of love but a ballistic weapon, COVID-19 separating mothers from sons, fathers from daughters, and friends from each other in the name of social distancing.
Let us consider what has been happening during these few weeks. “There is a change reaction of activities we are beginning to see, starting with the shock of the virus: disruption to life and consumer behaviour. Global Supply shock: production and supply chain disruption. Demand Shock: Lockdowns and business shutdowns and Policy Shock: Demand stimulation and business protection’’ as said by Seraj Bharwani, Digital Ad specialist, Acuity Ad Inc. webinar.
The above suggests a huge amount of money coming through the system as a stimulus package in the effort to fight COVID-19 and support the economy.
The Government of Ghana has secured a 1billion dollar loan package from the IMF to help fight COVID-19, not to even mention the effort of the private sector donations to help curb coronavirus including a tremendous initiative by the Ghana Covid-19 Private Sector Fund, constructing a 100-bed infectious disease treatment and isolation centre.
With an overview of the situation, businesses are aware and working around the clock to stay relevant. Until your industry totally collapses, people will still have to know what you have to offer.
Now is even the time to engage people on relevant platforms since the surge for information is on a rise for the understanding of what is happening around us.
Management has the option to continue as if nothing has happened; cut marketing cost completely or evolve with a more scientific approach to marketing with a keen interest in the change in human purchase decision making, buying behaviour and preferred consumption vis-à-vis appropriate content to stay relevant even if one’s industry is heavily hit.
Media Consumption
I am not sure I need to provide data to prove that walk-in traffic has reduced drastically and as much as possible people are avoiding a face-to-face transactional situation.
People’s buying behaviour is shifting towards e-commerce as much as possible. The shift in purchasing behaviour makes the period of COVID-19 an appropriate time to reach customers since they are already in the mood for information to adapt to their new normal and are always ready to try new things.
This is even more interesting since it is easier to control digital media and get a more quantitative result after a promotion.
A drastic shift in media has also been contributed by remote working towards contributing to the dominance of TV, streaming, and digital media.
Radio has stayed relatively stable with an outdoor or out-of-home experiencing reduction in relevance as people are being urged to stay indoors and lockdown restrictions.
Content Implications
You need to determine what needs you are serving; be it essential industry (Health care, banking, personal care, delivery service, etc.) or hard-hit industries (Travel, hospitality, construction, etc.)
Your messaging has to be more relevant to the times because people are not buying the same way. How do you coin your message to ensure people can use your product in their new normal is the key to getting attention and becoming relevant today?
There is a need to reposition your promotional messages as thoughtful, sensitive, considerate, and very human.
It is relatively straight forward for essential service providers to reach out to customers when the messaging is right and the media is scientific enough to promote their services.
Other hard-hit industries are tempted to cut budgets or stop promotional activities altogether. Remember business will continue after COVID-19, borders will be opened, curfews will be lifted, and gradually as humans as we are will still begin to greet and hug one another.
Communications must be customer-centric in other to maintain high-value customers to retain their loyalty, take advantage of the sensitivity of the situation, and communicate how you will improve sanitation before and after COVID-19. Why cut avenue to reach and maintain customers when you are already in a mess.
COVID-19 is an opportunity to reposition our brands through effective communications.
The writer is an Advertising, marketing and communications specialist
Acknowledgement:
Acuity Ad Inc. webinar
Ghana Health Service
Media ReachOMD
Ipsos Ghana
The post Emmanuel Efo DZAKPASU’s thoughts…..Advertising.COVID-19.com appeared first on The Business & Financial Times.
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