Media consumption has increased and advertisers are withdrawing. The main consequences of this are that: Ad buying has become relatively cheaper, so more visibility for the same money. Continuing your normal advertising budget automatically means an increase in share of voice, because competitors are withdrawing. So it is now cheaper than ever to realize an excess share of voice and grow your brand. After all, the knife cuts both ways. So all brand and marketing managers in the Netherlands: don’t just work hard to keep your budget, but even try to increase it. The latter is literally what Proctor & Gamble has been doing over and over again for years in every recession. They increase their ad spend. Also now, CFO Jon Moeller says the following about this: With more media consumption now than ever, this all ties back to doubling down, and moving forward not backward. This is not a time to retrench – and that is a service to our consumers, our retail partners and to broader society.
On The Importance of Message Match
Back to the ESOV for a moment. Share of voice can indeed simply be bought. But there is a way to increase its effectiveness even further. And he is very logical. Good creative work has a greater effect. Content that arouses an emotion simply sticks better than when it is exchangeable. According to Binet & Field, ‘highly creative campaigns’ are ten Spain Phone Number times more effective than less creative work. Also Read: Re-position to Survive [with a Market Canvas & Brand Canvas] We can no longer handle the flow of dredging It seems like preaching to one’s own parish and it is. Nevertheless, we argue that it is wise to continue investing in branding. But how? This question is common to many brands, they have trouble finding the right tone of voice, or even find it inappropriate to advertise. Not or less advertising seems to be the easiest option. So don’t! Another danger is that it is precise because of the need to remain relevant as a brand that the corona crisis is now being forced into action.
The Importance of Message Match
As a result, the communication message is obligatory and exchangeable, and as a brand you do not break through the advertising noise. Witness this striking compilation of Dit Was Het Nieuws, ‘ Every advertisement in corona time ‘. So what is the way to communicate as a brand now? In any case, it is “not a time to jump to generic blunt vanilla purpose wank” as marketing professor Mark Ritson puts it in good Australian. So dredge. The way of communication depends entirely on the brand. Although many content creators – witness the DWHN clip – seem to think so, there is of course no one best way, a one-size-fits-all solution for your brand communication. It wasn’t there pre-corona, it isn’t there during, and it won’t be thereafter. Content during corona How do you ensure the right type of content during corona? For this I would like to share some insights. We as content creators always try to take most of them into account, but in the current zeitgeist, a number of them are extra relevant.