Advertising may be the last thing on most business owners’ minds, but the pandemic creates an interesting opportunity for marketers. While most companies are struggling to stay in business, advertising offers them a way to connect to their customers and improve brand awareness during these uncertain times. Read on to learn how advertising on television can help your business in the pandemic.
Take Advantage of Consumer Attention
Businesses are closed, schools are shut down, and most Americans are at home to help limit the spread of COVID. As a result, most consumers are turning to television and social media to occupy their days. While the world is bracing for a crashing economy, an upside of the pandemic is that it creates a favorable market for advertising campaigns. Take advantage of increased consumer attention by using advertising to reach your customers.
Benefit from Competitors’ Paused Campaigns
During the pandemic, most brands aren’t sure how to reach their audience, and continuing to try to market in the same way they did pre-COVID isn’t wise. For this reason, many businesses are pulling their commercials off the air or pausing their campaigns for now. Businesses that are able to do so should take this time to get in front of their audience by advertising on television. With competitor brands off the air, for now, you’ll be able to capture the attention of your audience for yourself.
Focus on Brand Awareness
As the world watches and waits for the pandemic to end, brands with a savvy approach to marketing can use this time to focus on brand awareness. TV advertising is an excellent way to do this. With fewer ads on television, companies can purchase advertising time at lower costs and make sure their brand is promoted during these times.
Offer Your Support
With many brands at a loss for how to use their advertising dollars during the pandemic, most are treading carefully to avoid PR nightmares. Take advantage of this time to use advertising to become a reassuring voice to everyone in quarantine. While it’s important to avoid hard selling at this stage, you can alter your approach to advertising to promote freebies, discounts, and access to complimentary services.
A crisis can make or break a business. By using your resources to reach out to your audience to share a new initiative to support the community or offer words of wisdom during these times, you’ll win the admiration and trust of your customers.
As businesses look for innovative ways to connect with their customers, TV advertising is sure to make a comeback. Let this guide inspire you to use the unique opportunities of these times to benefit your company.
Brooke Chaplan is a freelance writer and blogger. She lives and works out of her home in Los Lunas, New Mexico. She loves the outdoors and spends most of her time hiking, biking, and gardening. For more information, contact Brooke via Facebook at facebook.com/brooke.chaplan or Twitter @BrookeChaplan
