Marketing that is Right for the Times

Do what is right Donate to whatever can save the most lives whether cash or by making things that are urgently needed Do it authentically because it is right not just to make a good impressionCome up with unique creative that resonates with your brand stands out from all other messaging and makes people feel better Do not disappear from the airwaves I realize how difficult uniqueness is I will pro bono help you with this one just ask me bharveyrmtsolutionsUse this time to test new things To be ready when the new normalcy sets in As Rachel Lam of Imagination Capital says quotUse this window to try things in a limited test You might be surprised and see things that do workquotCookies are crumbling test contexts in TV and in digital Reset Digital for example can test specific network contexts in OTT selecting networks whose programming contains the same motivations as your ad and Semasio can test digital contexts that mirror your ad39s motivations both of these companies being partners of my company RMT which measures motivational resonance between ads and contexts and peopleTest using Random Control Trials along with your usual means RCTs bring certainty and incrementality This lull in marketing is the perfect time for such testing 605 is already doing crossplatform RCTsThe FOX study makes it clear that it39s time to test heavier allocation to OTT and to NewsTest different allocations of branding and activation including creative that achieves both at the same timeTest ads appealing to different motivations Study the motivations used in the ads of your brand and its competitors and the motivations found in the users of your brand and in the users of each competitive brandIn selecting the Key Performance Indicator or Outcome Metric to use in tests consider an eCom offer ie a home delivery direct response measure This is something the advertiser can measure directly without data cost and also speeds up testing Right now with home delivery being the safest approach for people and pets eCom fits right inKeep up the morale and stimulate refreshed planning among your own Teams by sending new ideas on which to build the new future For example in the Simulmedia video interview I gave last week are a collection of ideas that constitute a Pro Bono Blueprint for Reinventing MarketingWe hope this checklist is helpful Through this tragedy I keep my own morale up by focusing on the good that I can do and on the possibility that through this ordeal we can gain the will to make reforms that have been overdue in marketing and in every other sphere For example outside our sphere the only way to reduce the threat of future pandemics is to maintain animal habitats and treat animals humanely on the way to eating themStay well stay presentClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Marketing that is Right for the Times

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Bill Harvey

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