We’ve all seen a million COVID related marketing campaigns, some good, some not so much. From what I’ve noticed, the best and most well-received marketing campaigns are ones that show people that your brand actually cares. This may seem obvious, but it really shows when a campaign is coming from their heart, and not their bank account.
We don’t want to hear how much your brand is “here for them.” We want to know what companies are actually doing to help those affected. This advertisement is showing us that Sysco is a company who isn’t just talk. They are actually taking steps to help out during the pandemic.
Another thing I appreciated about Sysco’s campaign is the strong tone of voice they used. There have been far more campaigns using a sensitive and loving tone. While this isn’t necessarily a bad thing, the tone of confidence really sets them apart and gives the viewers something to feel good about.
(Bonus points for not saying the new cliche “unprecedented times.” We’ve heard too much of that…)
Uber’s Thank You For Not Riding campaign captured all of the joyous and the melancholic feelings that we are all experiencing due to the changes in everyday life caused by COVID-19. This ad is truly relatable due to the fact that every person on this planet can relate to at least one of the touching clips in this video.
Something I found really interesting is that I had no idea who’s ad this was until the very end. And I actually really enjoyed that fact. It was very genuine especially from the standpoint that they are thanking their customers for not using their services. Uber is a company that has to have taken a huge hit from this pandemic but despite this fact, they still created one of my favorite COVID-19 marketing campaigns.
A notable fact about this campaign is that Uber is providing free transportation and meals to healthcare workers, supporting local restaurants, and shipping and transporting critical goods in the US with Uber Freight. Learn more about the services they are currently providing at https://www.uber.com/us/en/coronavirus/
This Budweiser campaign was very on-brand for them. It really touched on the sadness we may be feeling due to the lack of sports this year, but twisted it in a heartfelt and meaningful way. The idea that this is so far beyond sports is very important to be touching on right now. The frontline workers take precedence right now, and this ad is really driving that point home.
This campaign is also showing that they are providing tangible help to the frontline workers instead of just thanking them. Budweiser has committed to shifting their sports investments into helping the frontline heroes which really shows us where their priorities lie.
On a lighter note, this Canadian AXE campaign brings attention to the necessary precautions of the pandemic while still having a comedic tone. Their satirical product, AXEoff, is a human repellent that works in the exact opposite manner as their usual body sprays. Instead of drawing the ladies in, this product assists with social distancing by making you smell repulsive.
I enjoyed this video because it is so unlike the others that it’s refreshing. I think we are all getting sick of the somber ads we keep getting served over and over again and we are ready for a laugh. Which is exactly what AXE is bringing to the table with this Canadian AXEoff campaign.
Every designer wants to create the “perfect” design, but what really is perfect? Read our latest blog post for some insight on this from our graphic designer, Lauren! Creating The “Perfect” Design
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A recession. It was predicted to come soon, but we didn’t expect it to happen like this. The coronavirus has not discriminated against any businesses, from large corporations to local diners, there is no shortage of struggle.
The visible struggle we are seeing highlights businesses that are making smart, business saving moves. For example, The Knotty Nail in Des Moines is a craft store and most of its business revolves around group parties and events (yeah really can’t happen with the current social distancing restrictions.) So it’s something that you’d expect to be hit hard with these current events, right?
However, their smart marketing moves, flexibility, and savvy social media usage has put them on the map as the go-to quarantine craft.
They did not hesitate during this time many businesses would, and hit the ground running offering curbside pickup and 20% off do-it-yourself kits. Every week they even come out with new kits which opens them up for customers repurchasing their products often. They then offer live instruction on their Facebook of crafts that can get a little tricky.
Customers are loving these fun activities, and posting their finished products on social media! This is an amazing opportunity for them because 74% of consumers say that word of mouth marketing is a key influence when they make purchasing decisions (bigcommerce.com).
And let’s be real, who isn’t 1. Spending an ungodly amount of time on social media right now 2. Looking for anything to keep yourself busy
With these smart marketing moves, no one is surprised they are selling out like crazy even in these beginning stages of a recession.
What can your business take from this success story?
Don’t give up
Simply becoming complacent during this time is one of the WORST things you can do. Yes, you do have to comply with social distancing procedures and place the importance of public health as your #1 priority, but taking these as an excuse to do nothing will kill your business.
Without a creative mind behind the Knotty Nail, they would’ve thought “Oh if we cant do group event’s any more we need to shut down.” But obviously that didn’t happen. With quick thinking, you can determine what the public needs right now, and how you can fill that need safely, and conveniently.
Hit marketing hard
This isn’t our first recession. We need to take advice from those who have thrived during these situations. This article was what inspired us to write this post in the first place. It is an insightful look from the 2008 recession which takes a look at the Great Depression for pointers to help their current businesses stay afloat.
It was a time when several companies benefited from aggressive marketing while their rivals cut back. A good example of that would be Kellogg besting C.W. Post during that time. Consumers didn’t stop spending during the Depression; most just looked for better deals, and the companies providing those better deals came out stronger after the Depression ended. When spending picked up, consumer loyalty to those companies remained.
Right now, many people are looking to give some love to their favorite local businesses. Engage with your community and they will be happy to support you if you support them in return. #CedarValleyStrong
Stay safe and stay healthy ❤️️
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“Don’t settle for average. Bring your best to the moment. Then, whether it fails or succeeds, at least you know you gave it your all.”
I’m sure we’ve all been in a situation where you might not have been feeling the best that day, or you weren’t super confident in whatever important moment it was, and things didn’t go your way. Well, that feeling sucks. You don’t know if your ideas didn’t work out, or if the way you presented them wasn’t good enough. Either way, you are left with doubts about your performance.
It’s definitely easier said than done, but it is important to bring your best to the table. Every. Single. Opportunity. You. Have. Yes, that may be really hard. There are so many factors that go into your mood, but you need to do whatever it takes to be all there when it matters.
Angela Bassett is a great example of someone who always brings her all every chance she gets. This amazing actress has faced a good amount of challenges getting to where she is today. Growing up, she was raised in Florida by her single mother who was a social worker. From there, she worked very hard to attend Yale School of Drama. She didn’t settle for average in college either. As a result of her work ethic, she earned a B.A. in Afro-American Studies and an M.F.A. in drama.
After graduation, she had to really prove her talents to gain roles not traditionally assigned to African-American women. Now, this well-decorated actress is known for playing exceptionally strong women, as well as being extremely versatile on-screen. (Background info from biography.com)
If you should take one piece of advice from Bassett it should be to always bring our best to every situation and never settle for average
Check out our last blog post that features another great mind: Walt Disney
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You don’t reach your goals by talking about them. You reach them by putting in the long hours and hard work.
We all know that person who is all talk. Every time you see them they have a new goal or dream, and they never really stick it through. Well, this quote is for that person.
There’s nothing wrong with having many big dreams. In fact, people are drawn to creative minds. But if you keep talking about big ideas and never show you are taking steps to turn them into a reality, over time, you’ll lose your credibility. Don’t get me wrong, talking is an important part of the process. Thoroughly talking through your ideas with others is important because you may gain valuable feedback. However, always make to follow up brainstorming sessions with the time and work to make your vision a reality. Be the person who not only has good ideas but executes them as well.
Walt Disney was a TV and movie producer, a pioneer of animated cartoon films, the creator of Mickey Mouse and Donald Duck, and was heavily involved in the planning and building of Disneyland (Source: Britannica.com.) If you think Walt Disney gained all of this success through dreams and luck, you are very wrong. It is evident that he was a dreamer, but even more notably, he was a doer.
Disney was known as someone who was “never one to rest or stand still.” This helped him to back up his big dreams with hard work. His dreams combined with the actionable steps he took to make his dreams come alive resulted in massive success. How many people in pop culture can you say are known by a majority of the world? Without the work he put in, his dreams would have stayed dreams, and we wouldn’t have the beloved Disney franchise as we know it.
“The way to get started is to quit talking and begin doing.”
Check out our last blog post that features another great mind: Seth Godin
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You need to put in the work to know who your customers are ASAP. If you don’t do this you may be losing business to competitors who have a better grasp on their target audience.
Getting to know your customers is crucial. Not only because it’ll help you to get more business, but so you can give current and future customers the best possible service you can offer. Emphasizing getting to know your customer’s needs and wants will turn into creating relationships. This is important because the relationships you create are HUGE.
Positive word of mouth marketing is absolutely everything today. There are so many identical goods and services on the market that people are very likely to consult a friend, Facebook page, or any reviews they can find before making a purchasing decision to ensure they are finding a great fit for them.
Seth Godin is a perfect example of someone who has always kept his target audience at the front of his mind
Here is a condensed timeline of his early accomplishments:
1995: Launched ‘Yoyodyne’ A company that used innovative ideas to promote companies among their target audiences. Became big when a venture-capital firm invested $4 million for a 20% stake. Then gained popularity and companies like Microsoft, Sony Music, Sprint, and Volvo started using its services.
1998: Sold ‘Yoyodyne’ to ‘Yahoo!’ for $30 million & became Yahoo’s vice president of permission marketing.
2000: Wrote ‘Unleashing the Ideavirus’, which is claimed to be the most downloaded book of all time.
2005: Published another book ‘All Marketers are Liars’. The book got serialized in the Fortune Magazine and made it to the Amazon Top 100 bestseller list.
2006: Launched ‘Squidoo.com’ which became one of the 500 most visited websites in the world.
2007: Published ‘The Dip: A Little Book That Teaches You When to Quit’, which ranked at number 5 on the New York Times Best Seller List.
A pattern in all of his great early accomplishments is that he always knew who his target customer was. From the start, he created a business that promotes companies to their target audiences. So it’s pretty obvious that this is his strong suit. Now as an author, it’s clear he hasn’t lost sight of knowing who he is creating content for. Due to this, he is now a very decorated author with a grand total of 14 bestsellers under his belt.
From Godin’s success, we can credit that the man always knows who he’s talking to.
Check out our last blog post that features another great mind: Steve Jobs
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