“In these challenging times, businesses should be looking to communicate with their customers more frequently and more powerfully than ever… History shows that it is those that have the confidence to do so, and the knowledge of how to do so effectively, that succeed.” – Julian Pullan, Jack Morton WorldWide
A Goldfish has the attention span of eight seconds.
An average human has the attention span of two seconds less.
(Though the fact about the goldfish is quite popular and untrue, the struggle is real for the brands today.)
Recent finding says the average screen time for an adult is 11 hours in 2020, yet brands are struggling to create significant, long-lasting impressions in this digital age.
People today are more cynical about brands than they’ve ever been and post-corona, consumer behaviour is going to change drastically.
So what makes a brand stand out during a pandemic?
The crucial aspect is to invest in customer relationships and be a source of positive impact.
In a survey, 54% of consumers said that they were considering new products only if they were addressing corona-virus related concerns.
I believe that these are the times the brands will get heard for ‘who’ they are into and not just the ‘what’.
In an article in Campaign US in the context of the 2009 global recession headlining – ‘Recession forces brands to reconsider live events and experiential marketing‘
Julian Pullan at Jack Morton Worldwide, commented “In these challenging times, businesses should be looking to communicate with their customers more frequently and more powerfully than ever,” he says. “History shows that it is those that have the confidence to do so, and the knowledge of how to do so effectively, that succeed.”
A spiralling economy, negative market sentiment, and fear of the uncertainty make it seem that we are in 2009 all over again.
But what opportunities and lessons can the coronavirus present a brand with?
Most of us crave personalized experiences and desire meaningful interactions with a brand before making a purchase.
And effective marketing strategy does not always have to involve the product. As long as the result is a powerfully positive brand association, the strategy is working.
(Let’s be honest, we want brands to entice us and be proud of our buy before we actually buy it. Don’t we?)
Experiential Marketing uses activations like immersive experiences, events to bring brands to life and interact directly with the target audience.
I personally like how Tinder whose mission says “Meet. Chat. Date.” is dealing with the COVID-19 crisis by ‘virtual dates’ where you do not ‘meet’ per se.
And we can learn a thing or two about how online dating is making a dynamic shift to tackle the pandemic.
But how does experiential marketing translate in a post-corona era when ‘social distancing’ is the buzz-word?
‘A different kind of Keynote’ at OnePlus 8 Series Launch,2020
In the context of the Covid19 pandemic, OnePlus was forced to decide on a ‘digital-only’ event since the launch of OnePlus 5 in 2017 and states that the OnePlus 8 had over 200 thousand members of OnePlus’s community tuned in to watch the live unveiling of the OnePlus 8 Series, breaking their record for most concurrent viewers of a OnePlus launch event.
Stephen Shi, Campaign Manager at OnePlus says “If it were up to me, I would recommend doing even more digital events in the future. Compared to an offline event, a digital event is more flexible, while also helping us save money on renting a big venue, the setup and physical materials. Most importantly, with a digital event, we can make sure all of our global users are in front of the stage and everyone has the best experience possible by focusing on the online viewing experience.”
This is a brilliant example in the list of brands who are delivering during the crisis by adapting itself to the changing dynamics and leveraging the internet to stand by its mantra.
And maybe, maybe you can take OnePlus’s mantra and make it your own – Never Settle.