Know your audience. It’s always our go-to advice for advertising campaigns, but it’s never been more important.
Advertising That Strikes the Right Chord Now
In order to effectively advertise during the Coronavirus pandemic, you must know your audience and how they’re feeling right now. Thoughtful messaging and tailored advertising campaigns are only possible when you dig into the purchasing behaviors and motivations that are driving your audience today –– and that could be different than what was driving them last month or even last week.
Craft Thoughtful Messaging
Tailoring your tactics and messaging to your audience is key in advertising during the COVID-19 crisis. Times likes this are when relationships and loyalty are solidified and, on the opposite end of the spectrum, tone deaf or invasive messaging could create long standing damage to your brand image.
Understanding how your core segments are feeling, their concerns, their outlook for the future, etc. is paramount in developing the appropriate message. Defining your segments and speaking to them in distinct and unique ways will help you build trust and foster positive relationships.
Messaging sets the tone for the success of the campaign. Even if the execution is flawless, a campaign with misguided creative will not be successful. Your marketing message should also keep in mind the key values that are currently resonating with your audience. These values on over 200 million U.S. adult consumers are available through the Resonate Ignite Platform.
Use Audiences to Build Strategy and Target
Once you know your audience and have developed messaging, build your strategies from their media consumption. Use your audiences for high value targeting to ensure your messaging is hitting the right people.
It has never been more important to make the most use out of your ad dollars; well defined and precise audience targets will help reduce ad waste and amplify campaign delivery. Activate on the right audience with the right message and at the right time to watch your brand strengthen loyalty, retain consumers and come out of this crisis on the other side.
