‘Begin by throwing out those marketing mantras!’
Buckle Up. It’s time to throw out a lot of marketing rule books and sales books in the wake of COVID-19. With businesses being hit, fears enveloping, withdrawals and cancellations soaring in the past few months; digital marketing mantras need to be reshaped by agencies, as quick as the escalating online traffic. As the black swan of 2020 wipes out ‘what has worked well’, marketing strategies need to be illustrated and allocated more onto online marketing.
With media, TV, mobile screen usage and consumption shooting up to the stars, let’s guage as to how agencies can pivot their marketing strategies for their brands.
Showroom to social media
Social media is the new landscape to set up your brand’s showroom. Open up the gates for customers to enter this new digital showroom to purchase their electronics, automotive, gadgets.
Mercedes Benz has already run a campaign leveraging WeChat app that allows customers to see a 360-degree interior view of the GLB SUV.
What if consumers could take a world-class virtual experience, tour of a bike right from choosing its s colours (and seeing their colour option on an e-modelled car on screen), to test driving it on multiple terrains. VR and walkthrough videos are making this possible. 3D modelled videos not only depict the product’s look, but also help customers experience the product. This can be strategized for mixers, refrigerators, mattresses and beyond as its potential is limitless.
There is a huge segment of youth that is scrolling onto their smartphone, even in the loo; out of interest for content, boredom or simply by being hooked since past 60 days.
People are already spending on housie tickets, in-app purchases. Study the online gaming market and evaluate if your brand can use this medium to promote its offerings via ads. For instance, a paint company on Ludo can scoop out opportunity. Ask users to paint their square by choosing a desired paint, just as they choose their piece colour now.
Clubbing In the Cloud
If your brand held night-life as one of its biggest marketing playgrounds, you need to brave up with an online rave. Go on and conduct the next big 3 am party on an Instagram or Facebook livestream.
Absolut Vodka tied up with local DJs and launched a livestream through a video sharing app.
Master that visual sale via video
Sales and marketing teams cannot be on the field to make that sales pitch. However, your prospective client will still need to see, hear and feel your product offering. A video provides for this connective dynamism. Video production offers this human quality: see, hear and feel the emotive in the narrative.
Production crews operate via video conferencing. A director directs it, editors edit on edit suites, animators create new footage on their machines: and all of it is done in respective homes.
Fitness brands are posting home workout videos, municipal corporations are making drone-based videos, personal hygiene brands are putting our innovative choreographed videos to instil habits of handwashing via signature dance moves. Motion graphic and animation videos for corporations to depict their manufacturing facilities. YouTube how-to videos are offering the unique value of ‘self-reliance’ by helping people understand how to make food/assemble furnishings/carpentry and beyond.
Weave into Webinars
Trade fairs and seminars might not be an option in the foreseeable future. The amounts allocated on this can instead be translated onto webinars and e-marketing these e-events. Market these webinars via sending out emailers, e-brochures, presentations. Use PR to circulate this onto e-new portals as physical paper newspapers stand at bay.
Campaigns that bring ‘value’ in uncertainty, instead of ‘wow’ factor
Successful brands are the ones who do contribute to society at a time like this. Make sure your marketing strategy is doing its bit_ be it a tiny step_ in moving towards overcoming hassles for people. If you can adapt now to your consumers’ needs, requirements and uncertainties: say boredom treated with gaming, inability to go out to buy essentials treated with e-commerce delivery. Your value-based routes will form a loyalty within consumers. The future is giving – once normalcy, they will spend again on your brand.
At Twisted frame, we’ve constantly been implementing and adapting to the new voice of video. We’d love to hear from you if you’ve introduced any new marketing changes in the wake of COVID-19.
Let’s have a chat as to how your business can communicate with your target audience through our Toronto video production and motion graphic services. Reach out for a free chat at [(416) 619-1116].