With the stock market taking daily hits and businesses, organizations and just people scrambling to figure out a new way of life in a global pandemic, something amazing has begun to arise.
Many brands and their respective companies are leveraging their ad budgets, spends as well as just overall dollars to showcase their values.
Through the past few weeks, brands have begun to step up in big ways to deliver messages around Coronavirus related to social distancing or just providing a hopeful message.
In fact, this aligns with what consumers expect. A recent article in Marketing Week said less that less than 10 percent of consumers expect brands to stop advertising, but several agreed that brands should communicate their values and provide a positive perspective of what’s happening.
Brands such as McDonalds, Audi and Volkswagen have literally added space in their logos to showcase support for efforts around social distancing. Companies such as Walmart have put out national ads to showcase how they’re here for all Americans.
Nike as well as a number of athletes who are supported by the brand encouraged people to be safe and “play inside.”
Hyundai revived its Assurance Program where customers who purchase or leases a car between March and April – and possibly lose their job in the economy – the company will pay up to 6 months of the car payment.
Some have gone stepped in a different direction. Anheuser-Busch earned headlines upon an announcement it would pivot toward becoming one of several alcohol and beer brands to produce hand sanitizer.
The company where I work – a local utility in Illinois and Missouri – has pledged close to $2 million in energy assistance for customers as well as assuring customers no shutoffs will be done during this pandemic.
Although these measures seem small, for loyal customers or potential customers, this could be huge in moving them down the marketing funnel.
What are your thoughts on some of the ads you’ve been seeing? Do you think this relates to values or sales for companies?
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