striking the right tone for 2020

Jason Laychock
July 27, 2020

The coronavirus outbreak has affected pretty much every person across the globe in one way or another. Each day we are living in unprecedented times, constantly trying to find the perfect balance between safety and normality. Non-essential businesses both big and small are struggling to find a way to remain relevant while keeping conscious of current events. Advertising during these times is a fine line and often requires a shift in messaging. 

The Current Landscape

In a recent survey conducted by the ANA (Association of National Advertisers), over 90% of respondents have adjusted their creative messaging in light of the COVID-19 pandemic. Some of the changes being implemented include the addition of masks/social distancing to images and videos, empathetic and sensitive language, and providing helpful information regarding changing safety procedures. According to the survey, 89% say that they plan on continuously adjusting their messaging based on the changing environment.

What to Say, How to Say It

The pandemic has not only shifted business trends, but also consumer priorities. It is important to remember to adapt your messaging so you can continue purposeful, quality communications with potential consumers. Here are some strategies to take into consideration with new creative:

  • Be Sensitive - The risk of inadvertently coming off as insensitive or exploitative is higher than ever. It is better to be too serious than sorry. 
  • Avoid Being Casual - Injecting “humor & wit” in your messaging right now may come off as off-putting, even if it is inline with your brand identity. 
  • Stay Positive - Be uplifting and inspirational rather than somber. You can still be serious while keeping on the bright side. 
  • Take A Supportive Stance - Try not to come off as looking to capitalize on the current situation, but rather make yourself visible to help those in need of your product/service.
  • Accuracy Matters -  Make sure you’re up-to-date on your area’s latest rules and procedures in order to properly convey them to your consumers. 
  • Safety First - When using visuals, make sure you are highlighting proper safety precautions and best social distancing practices. 

Moving Forward

Now more than ever, your business needs to be conscious of your messaging and how you present yourself in advertising. Giovatto has the expertise to help you navigate through these difficult times while remaining relevant and top-of-mind to consumers. Contact the Giovatto Agency today for a free consultation.