For brands, the start of the crisis due to the coronavirus pandemic was a wake-up call. As all kinds of studies and analyzes have made clear, the marketing strategy has been impacted by the crisis and companies have reduced their actions.In the field of advertising, many have stopped or canceled their ads, because they do not want to appear insensitive to the situation. Selling things – in addition to not having someone to buy them – does not seem like the best idea at the moment. But is it really such a bad idea?Consumers don’t see it the same way, and few are, in fact, who believe that companies should stop advertising and make ads disappear right now.In fact, a recent study by Kantar makes it clear that consumers overwhelmingly do not believe that companies should stop advertising. Based on the analysis data, out of a global sample of consumers, only 8% believe that companies should hit the pause button in advertising.Therefore, the ads are not going to be particularly rejected by the context in which the consumers find themselves.
What they do hope is that the Brazil Phone Number List messages change and that they adjust to the context.78% of consumers believe that brands should help them in their day to day and 74% are very clear that they should not take advantage of the situation. 75% say that what they must do is report what they are doing and how they are acting.How the ads should beAds must follow certain criteria. Data from the Kantar study indicates that consumers expect positive messages, brand values and a reassuring tone. 50% believe that brands should continue talking as they always have and another 50% even that they should use a light tone. In fact, only 41% consider that they should avoid humorous tone.
In a way, that’s what those who are already launching special advertising campaigns are doing. The brands that have presented specific campaigns in Spain have created emotional ads, with a positive tone and that focus on the points of the conversation at the moment and not on selling the brand and its products. The Ikea ad, for example, insists that we stay home.No discounts, yes common goodLikewise, and returning to the data from the Kantar study, brands and companies must take into account certain consumer reluctance when launching special actions.The study points to what happens to brands that make sanitary products, such as hydroalcohol, rebuilding their infrastructures.
Starting from one of those brands, they found that consumers are divided. There are those who simply see it as something positive and there are those who see it in a more cynical way, since the product in question was full of the brand’s branding.But what is clear is that brands must do things. According to the study data, consumers want clear evidence that they are doing something. 80% believe, for example, that they should focus as a priority on the health of their employees and 40% want them to donate products to the common good. Only 19% want more customer service with more call centers and only 30% see good discounts and promotions these days.