“Ads about company’s prioritization of customers’ well-being, such as customers’ mental or physical health:” 45%.“Ad showing how company’s products and services can help improve customers’ comfort, happiness, and well-being during the coronavirus pandemic:” 46%.“Ad showing how the company’s products and services could be used to combat the spread of coronavirus:” 48%.Top 5 “More Likely” responses to: “In light of the coronavirus pandemic, if you saw the following types of advertisements for a company, would you be more or less likely to purchase their product or service?” Survey data offer specific guidance for commercials we craft for local advertisers, and for station imaging. Above all, don’t disengage from the moment.Help your customers as fellow people, treat our employees fairly and with dignity, and contribute to the greater good of society to drive both greater likelihood or purchase today, and also customer choice in the future.Show you are taking this situation seriously by acknowledging the social, financial and other realities of this pandemic, emphasizing with people’s concerns, and offering practical solutions.Forget about being overly feel-good, and instead act with empathy, keeping promises, providing useful information, making sacrifices to contribute to the greater good, and authenticity – “rubber hits the road” applications of purpose will go farther than talk.It’s no longer about talking about values it’s about demonstrating them – show how you are helping.“Proactively communicating with, appropriately connecting with, and authentically comforting your audience have the potential to translate to everything from increased affinity in the short-term to unbreakable loyalty in the long-term.” It recommends specific, tested guidance for crafting messages to convey our clients’ – and our stations’ - concern for listeners in a way that will resonate long after the pandemic passes.
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Its “Weathering The Storm: Brand Management in the COVID-19 Era” is a free download at that you can get here.
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But as we watch television, we’re seeing local TV advertisers emulate the pertinent, tasteful way national commercials acknowledge what’s happening, and convey that “we’ve got your back ” or, simply, “Be safe.” And radio must too. BLOCK ISLAND, RI - Commercial broadcasters subsist on advertising by businesses, most-of-which are OUT of business now.