5 ways to pivot the advertising strategy in a global pandemic


The following post was written and / or published as part of a collaboration between Benzinga’s internal sponsored content team and a Benzinga financial partner.

The global pandemic has caused a ripple effect in all existing industries. Over the past year and a half, we have seen an increased need for digitization, risk management and preparedness on all fronts. An industry that has been particularly affected? Advertising. Companies had to pivot not only how they reached their customers, but also how they delivered the products and services, and sometimes the service itself.

The advertising industry is no stranger to pivot strategies and tailoring to meet a target audience. But when that pivot is played out globally, some companies have excelled while others have been left behind.

Here are five effective strategies that The Sussman agency, a marketing and advertising company that has excelled during the pandemic, uses it to ensure that every business and every customer stays ahead of the advertising game.

Be agile with your customers

When the pandemic began in March 2020, businesses suddenly faced major problems with supply shortages and distribution setbacks. When shipping delays did occur, companies had to find other ways to keep their customers happy. Smart marketers know how to transform a situation to meet consumer needs and attract customers.

If your customers encounter a barrier, find another way to help them. If you are currently experiencing delivery delays, offer them a discount code by email. Always try to find a solution or offer him an incentive to work with you again.

Treat your customers like strategic partners

Strategy is imperative, but if it doesn’t match your client’s needs or business goals, it won’t be effective. Partnering with your customers every step of the way is the only way to fully understand their needs and help them be successful. Many agencies tend to talk to their clients at the start of a partnership and then cut off communication with them once the project has started, to meet for a monthly report meeting.

It is not a real partnership. Engage your clients in regular communication to accurately assess the progress of the partnership and ensure that you are adhering to their goals. Learn to think outside the box and use all the resources at your disposal to create a strategy that works for both parties.

Look outside the normal range

Use your advertising skills to help your clients with all aspects of their business. Things like store layout and customer service have everything to do with advertising, but are often overlooked by traditional advertising professionals. Advertising isn’t just about social media and email marketing, it’s part of every touchpoint your customer has with their customers.

Offering your expertise at every step of the customer acquisition and retention process as well as any in-store experience will ensure that your customer presents a consistent message at every customer touch point.

Take a hands-on approach to merchandising

Customers need help finding ways to stay attractive to their customers and get people to their doorstep. Advertising agencies should note that providing merchandising gives customers a competitive advantage. Back up their message with bold and creative resources that will grab the attention of their customers. A well-developed visual merchandising strategy will differentiate your customer and help drive strategic efforts forward.

Find new angles to reach your audience

In the midst of the pandemic, supply is low and demand is high. While a business must continue to promote its best sellers, find new angles to market products and services that don’t sell as quickly. A successful campaign showcases every product or service offered by a business and makes them more appealing to customers.

The challenges that marketers and advertisers faced in 2020 and those they continue to face as the pandemic continues may seem overwhelming, but with the right perspective and the right creativity, advertisers can change the perspective of marketers. audiences they strive to reach and help their clients succeed.

Image from Pixabay

The foregoing post was written and / or published as part of a collaboration between Benzinga’s internal sponsored content team and a Benzinga financial partner. While the article is not and should not be construed as editorial content, the Sponsored Content team works to ensure that all information contained in it is true and accurate to the best of their knowledge and ability. research. This content is for informational purposes only and is not intended to be investment advice.

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