Yes, you can market in these trying times #OpenWeStand

TV spots and other advertising right now are mostly wasted.

Consumers view your normal ads for normal products against a backdrop that is not remotely normal. People are shut up in their houses; people are dying. This is not a time to get people to test drive SUVs or open a new credit card or try a new brand of laundry detergent.

Some ads make reference to the times we now live in — like car ads that mention solidarity with the country and the ability to order a car online and have it delivered to you. This is a start. But it’s not much of a start.

In this environment, I saw one ad that hugely impressed me. I was literally on the edge of my couch. One company acknowledged the pain that a group of consumers is feeling — small businesses with a physical presence — and actually promised to help them.

This is marketing in 2020. Watch this. Do you think it will be effective? I do.

I won’t mention the brand — and part of what makes this ad so effective is that that it starts with the emotion, not the hard sell.

What’s your view?

4 responses to “Yes, you can market in these trying times #OpenWeStand

  1. This post touched on what I’ve been feeling about most commercials. They feel like wishful thinking that things hadn’t changed. Thanks for sharing this good example. A friend of mine recently said that if businesses that have been open for 20, 30, or 40 years feel they need to shut down forever because of the pandemic, there is something wrong with their business model. I agree. Change is possible, not the enemy.

  2. Hi Josh,

    You are spot on. Well said. I also see so much stuff that is absolutely ‘tone deaf’.

    Company must be sensitive to this global crisis. Marketing & selling as if it’s any old normal day is at best a waste of time, at worst completely undermines your brand.

    Stay safe,
    Fergal.

  3. That ad is amazing. You are spot on in your feelings about advertising in the current climate. Another great ad I recently saw was from Hotels.com and their ‘Captain Obvious’ self-isolating himself until travel is once again advised.

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