5 Advertising Tips for Brands in The New Normal

By: Steven Millman
SVP Research and Operations – Dynata Advertising Solutions

The COVID-19 pandemic has brands questioning what messages are most effective, and which ones might do more harm than good. How can brands stay authentic and stand out in a competitive landscape where everyone is trying to maintain their relevance? And most importantly, how do you strike the balance in your message so that you aren’t viewed as taking advantage of the crisis?

In part one of our latest report, Global Consumer Trends COVID-19: Advertising in the New Normal, we take a closer look at what messages brands should be using, how different messages are being received, and which messages and actions can increase – or decrease – brand loyalty.

Tip #1: Offer an Incentive to Your Audience

Unsurprisingly, consumers prefer advertisements that offer them an incentive such as free delivery, with 49% more saying they find these ads appealing than unappealing. This message is particularly powerful in the UK, Spain, and Australia with 59%, 57%, and 54% finding this message more appealing than not respectively. Various brands and services from takeout and sit-down restaurants to breweries, to liquor stores and pharmacies all are advertising these as options, while others such as fitness centres and educational providers have made free classes and training resources available online as well. Regardless of the offer, providing incentives to your consumers can help drive brand use during a time in which personal finances are an ongoing concern.

Tip #2: Communicate Your Brand’s Contribution to Recovery Efforts

Our research shows that consumers want to hear how your brand is contributing to recovery efforts and the community during the pandemic. This was the second-most impactful message, with 30% more respondents saying they find these messages appealing than unappealing. Donating personal protective equipment (PPE), supporting healthcare workers with meals or donations, converting manufacturing processes to make PPEs or other essential supplies are resonating well with consumers during the pandemic. Telling the story of your brand’s response to the crisis creates a positive impression.

Tip #3: Relevance is Key – Make Sure Consumers Know Why They Need You

Deep into the pandemic, consumer spending behaviors have shifted, and brands sending messages that seem non-essential are likely to be less relevant. There has never been a more important time for brands to communicate their relevance. Our research showed that 36% of consumers find ads more appealing than unappealing when they communicate how a brand’s offering is relevant to life in the new normal. Brand campaigns that ignore the pandemic and carry on with business as usual are viewed unfavorably by consumers – 24% finding this unappealing.

Tip #4: The “We Are All in This Together” Message Is Popular in Some Countries

During the pandemic, many ads have depicted a common theme of comradery and community, whether it’s bringing people closer whilst being apart or visuals of people “sticking together.” However, our research has found that the appeal of the “we are all in this together” message is regional. Although across all countries respondents were about 15% more likely to find this message appealing than not, it was very powerful in Spain (27%), but in the Netherlands the message was about 7% more unappealing than appealing. The other countries in this study found this message 13% more appealing than unappealing. As always, it’s vital for marketers to consider their audiences regionally to ensure that their messages break through in the right way.

Tip #5: Strike a Balance Between Reminding Consumers of Life Before COVID-19 Without Being Insensitive

Although it might feel safer to avoid the subject of the pandemic in brand messaging, our data suggest that would be a mistake. Consumers were 23% more likely say they preferred ads that acknowledge the pandemic than not. At the same time, 15% more consumers were likely than not to say that they preferred ads that remind them of the time before the pandemic. Marketers need to strike the right balance between reminding us of happier times without being insensitive, especially considering that consumers were 32% more likely than not to think that brands are trying to take advantage of the pandemic for financial gain.

For more on this topic visit our COVID-19 Insights page to download “Walking the Fine Line: Brand Messaging During the Crisis”.