Lockdown level 3 means that more businesses are being let out the gates, like a pack of racehorses that have been itching to get back in the game. In the game? On the track? Whatever, the point is that every business, no matter which industry or what size, has been suffering the effects of the lockdown. Those who’re allowed to trade and are still functioning, even if it’s just barely, will have breathed a colossal sigh of relief at the news.
But what this means is that you’re going to need a strong strategy. Something simple, yet effective that connects with consumers in a way that’s authentic, relatable, and positive. Wondering how to achieve this? Then read on, because we’ve got some basic but vital tips which we’re sure will help you stand out and make more sales!
Imagine a different kind of brand experience
What we’ve learned from recent marketing events, like the Cannes Lions 2019, is that consumers want an authentic brand experience that goes beyond screens and traditional points of sale. Obviously with the threat of COVID-19, we’ll have to figure out different ways to connect with our consumers and while it might seem impossible, it can be done.
Think about that restaurant in Europe which built mini greenhouses so that patrons can dine in dreamy, hygienic conditions. This is a positive, innovative experience that fits in with the reality that we’re currently dealing with, puts clients first, and puts money in the pot for the restaurant to continue operating.
Keep up with what’s trending
Another thing that marketers have realised is that consumers are attracted to brands who are keeping up with the latest trends. Think about the wave of digital progress that’s taken various industries by storm. Do you want to be with a brand that’s on top of its game or 1 that’s struggling to get with the programme? For example, would you prefer to get your car insurance from a company who offers a slick and secure app that allows you to update your policy, file claims, change your excess, and more? Or an insurer with whom you have to be on the phone in order to get any of these things done?
It’s the 1 with the app. Every time. So, take some time to read up on the outcomes from events like the 2020 Global Marketing Trends, and see how you can tie the latest trends into your latest offering.
Time for authentic representation
People want to feel represented, included… As if they were specifically thought of by the business that’s trying to get their money. Even if your brand only seems to resonate with a particular audience, it’s far better to find the angle where you can speak to everyone in our beautiful, rainbow nation. Believe us, there are so many of people in this crazy melting pot of a country and they all deserve to be spoken to in your messaging. You’ll find that you’ll be rewarded with their engagement for making representation and inclusivity a business value.
Feature famous South African figures in your content
We don’t need Hollywood in our ads, not when there are just so many homegrown, well-known comedians, actors, musicians, athletes, Facebook stars, IG personalities, YouTube influencers, and more. The reason why this makes our top list of marketing tips is because famous people featured in strategy puts eyes on ads and by going local, it makes the content more relatable. More engaging.
And increased engagement is what you’re after.
You may be thinking that your brand doesn’t need input from a celebrity, but take a chance and explore this option and then draw up a list of well-known people from different industries with whom you could partner. if you’re still not convinced that you could even get a celeb involved, just start a conversation. You’ve got nothing to lose by just asking if they’ll partner with you to help your business find its way through COVID-19.
Find the funny, use the funny
Finding the funny is our national medicine. It helps us learn, engage with, and navigate our way through the many differences and difficulties that we’ve encountered as a nation. Think about how many hilarious lockdown videos and pictures you’ve received and shared over the past couple of months. It’s probably more than you’ve shared in a while, right? Well that just goes to show you that humour is something that South Africans flock towards in times of trouble.
Injecting humour into your marketing strategy is super powerful as it aligns your business with a positive experience. This creates a positive association with your brand and encourages people to think of you when they want the product or service that you offer. A great example of this is King Price’s Chilli ad which plays on the struggles of the lockdown regulations that we can all relate to and gets a good giggle going. Their use of humour makes their insurance fun and relatable.
All joking aside (although, truly do go and watch that ad because it’s vrek funny), this is a serious time for businesses of varying sizes. It’s not a season that’s wiped out just the ‘little guys’. Many bigger companies have taken major knocks. If you’re still in the game or reformulating so that you can relaunch and forge a new path, then we hope that these marketing tips help you stand out, reach consumers, and find success. Don’t forget that at the foundation of every business strategy is a decent, affordable business insurance policy so that every contingency is covered. If you don’t have business insurance, then take a few moments to get a quote and discuss your options.
Posted in partnership with King Price Insurance
