It’s difficult to predict how life after lockdown will change. There were so many changes that we all suddenly had to make to keep ourselves safe and sane. There were anxieties about our systems and health, struggles to balance homeschooling, working from home, getting essentials safely, money worries and frustrations. On the plus side, there was more family time, less traffic, a coming-together of communities showing care and support for one another, particularly the elderly and vulnerable and the key workers.
The changes going on around us have been reflected in the advertising industry. There are messages of support, reminders to stay safe, images of rainbows, masks, thanks to those looking after us and reassurances of the steps brands are taking to keep us safe. We’ve become used to new ways of filming, used to seeing our screens divided into boxes of Zoom galleries. The messages are that we are in this together and we can help each other through.
Advertising now is at a time when so many are at home, trying to fill their days. There is a captive audience of unprecedented size and composition. It’s important, however, that brands understand the mood and get the message across clearly. Brand loyalty will depend on getting the right message through; a mix of trying to stay lighthearted and reassuring while showing the seriousness of the matter.
On the practical side of things, advertising has to adapt its production techniques. With restrictions on social distancing and travel, it’s not possible to get a production crew together. Brands will need to repurpose their assets and be creative to produce new content with less waste. They will need to build asset libraries, collecting every bit of live-action or animation, graphics and photographs so they can be re-used to produce new content.
Advertising teams will need the best technology to keep track of these assets, review and approve the creatives and they’ll need the skills to master the technology.
As businesses begin to put more robust digital strategies in place to adapt to new post-lockdown life, to stay engaged with their audience, brands and adverts need to reflect this in their messages. It’s important that advertising creatives understand how businesses are repositioning themselves.
The new post-lockdown era presents many uncertainties and challenges but as brands quickly evolve to the new ways of working, this offers up new challenges and exciting opportunities to stay ahead of the game. The firms that come out stronger after lockdown will have worked hard to keep their audience engaged. This means having expertise within the team to work out what new direction to embrace in moving old ways of doing things forward in the new post-lockdown world.
Now is a critical time to make sure that you have the skills and expertise within your team to understand your brand and how advertising needs to change to keep your audience engaged. Getting the message wrong now could be catastrophic. Why not call us at Clifford Associates and find out how we can help you resource your business through these challenging but undoubtedly exciting times.
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