5 Ways to Pivot Advertising Strategy in a Global Pandemic
The following post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga.
The global pandemic caused a ripple effect throughout every existing industry. Over the last year and a half, we saw a need for increased digitization, risk management, and preparedness on all fronts. One industry that was particularly impacted? Advertising. Companies had to pivot not only how they reached their customers but also how they delivered products and services, and sometimes the service itself.
The advertising industry is no stranger to pivoting strategies and adapting to meet a target audience. But when this pivot plays out on a global scale, some companies excelled while others were left behind.
Here are five effective strategies that The Sussman Agency, a marketing and advertising firm that excelled through the pandemic, uses to ensure that every company and customer stays ahead of the advertising game.
Be Nimble With Your Customers
When the pandemic began in March 2020, companies suddenly faced massive issues with supply shortages and distribution setbacks. When delays in shipment occurred, companies had to find other ways to make their customers happy. Smart marketers know how to spin a situation to meet consumers’ needs and attract clients.
If your customers are experiencing a roadblock, find another way to help them. If you’re currently experiencing delays in shipping, offer them a discount code via email. Always try to find a solution or offer an incentive for them to work with you again.
Treat Your Clients Like Strategic Partners
Developing a strategy is imperative, but if it does not map to your client’s needs or company goals, it won’t be effective. Partnering with your clients through every step of the process is the only way to fully understand their needs and help them achieve success. Many agencies have a tendency to talk to their clients at the beginning of a partnership and then halt communication with them once the project begins, only to convene for a monthly reporting meeting.
This is not a true partnership. Involve your clients in regular communication to accurately assess how the partnership is evolving and make sure you’re adhering to their goals. Learn to think outside of the box and use all of the resources available to you in order to create a strategy that works for both parties.
Look Outside the Normal Scope
Use advertising skills to assist your clients with all aspects of their business. Things like store layout and customer service have everything to do with advertising but are often overlooked by traditional advertising professionals. Advertising isn’t just about social media and email marketing—it is part of every single touchpoint your client has with their customers.
Offering your expertise to every part of the client acquisition and retention process as well as any in-store experience will ensure that your client is presenting a cohesive message at every customer touchpoint.
Take a Hands-On Approach to Merchandising
Clients need help finding ways to stay attractive to their customers and drive people to their door. Advertising agencies should note that providing merchandising gives clients a competitive advantage. Support their messaging with bold, creative assets that will catch their customers’ attention. A well-developed visual merchandising strategy will differentiate your client and help push strategic efforts forward.
Find New Angles to Reach Your Audience
In the midst of the pandemic, supply is low and demand is high. While a company must continue to highlight its best sellers, find new angles to market products and services that are not selling as quickly. A successful campaign highlights every product or service a business offers and makes them more compelling to customers.
The challenges marketers and advertisers faced during 2020 and the ones they continue to face as the pandemic continues may seem insurmountable, but with the right perspective and creativity, advertisers can change the perspective of the audiences they strive to reach and help their clients succeed.
Image Sourced from Pixabay
The preceding post was written and/or published as a collaboration between Benzinga’s in-house sponsored content team and a financial partner of Benzinga. Although the piece is not and should not be construed as editorial content, the sponsored content team works to ensure that any and all information contained within is true and accurate to the best of their knowledge and research. This content is for informational purposes only and not intended to be investing advice.
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