Last night, while hunkered down watching TV, I was amazed at how quickly some brands have reacted to the current situation and revised their ads. It was refreshing.
If you are doing any mass advertising (radio, TV, billboards, etc.), I’d like to suggest to you two things:
- Don’t stop or pullback your ads. The businesses who keep their name out there during downturns tend to be the ones who recover fastest when things get better.
- Do change your message. You need to be sensitive to what is happening around you.
Here is a great video from the Wizard of Ads on how to change that message during these times.
Hopefully you have the 18 minutes to spare. It will be worth your time.
Wishing you all the best!
PS Some of the best innovations come out of crisis. Uber and Airbnb both spawned in the housing crisis of 2008-09. I am seeing several retailers become creative and innovative during these last few weeks. I hope to share some of their stories with you later.