Some Things are Different. Some Things Will Never Change.
This current crisis we find ourselves in has altered our lives in a million little ways and some very substantial ones. Some of the things that have changed will remain changed. For instance, Twitter CEO Jack Dempsey just announced that employees can work from home even after the pandemic ends (jobs which require physical presence will still have to go to the office). It’s likely they won’t be the only company to cut out commutes and allow you to work in your PJs. Some other things, however, and we’re talking marketing here, will never change, no matter how many crazy viruses we encounter. Here are five of them:
A great idea will always be a great idea. Whether it’s a YouTube video, a TV commercial, a print ad, billboard, website, or Instagram post, if it’s a great idea, it will make heads turn. Whether it’s typed on a Smith Corona, scribbled on a napkin after a few martinis, or rendered realistically on a MacBook Air during quarantine, great ideas always cut through. Cox Communications’ volunteer One Call A Day Program to hep seniors in isolation does just that. This strong concept about caring for people is compelling advertising at its best.
You need a distinctive brand voice to talk to your audience. Don’t mimic somebody else’s brand. Create your own way of speaking, looking, and connecting. Don’t. Be. A. Follower.
Make an emotional connection and you’ll always get attention. We like to feel things. We love to laugh. We can’t turn away if we’re spoken to with respect and intelligence. Make it emotional and you’ll make a connection.
Keep it simple. Take one great idea and keep it that way. Streamline that concept so it’s crystal clear. Don’t be tempted to add bells and whistles (or 17 messages), keep it clean, folks.
Advertise to humans. It’s smart to know the stats and the audience reach, and the endless analytics. But the truth is, you’re talking to human beings (just like you) and if you remember that, you’ll have a much better chance of reaching them.
Yeah, yeah, some things are going to change back to what they were before Covid 19 came along, but there are communication basics that will be true no matter how many pandemics, or wars, or locusts come our way (but gosh, let’s just hope, next time we’re ready).