Stay home. Stay safe… this phrase must have become a cliché already, but it is still the most effective way to tell people to take care of themselves. COVID-19 might have caused maximum boredom to all and people are finding new ways to step out – new creative ways; new potentially dangerous ways too. In our previous article, we covered the areas of advertising that COVID-19 has proven to make an impact. In this blog, we will explore even more challenging avenues and ways to communicate the basic message of staying home safely.
COVIDVERTISING in PRINT: Will it survive the storm?
With most of the people now working from home, print and digital media seem to be more effective ways to reaching people. The newspapers still churn out the most important updates and give us the daily dose of information that’s necessary. On the other hand, magazines and other marketing collaterals in print seem to have taken a hit.
In the real estate industry, site visits are hardly taking place. Companies are relying on virtual site visits, e-brochures and e-mailers to reach out to their customers. The food industry is still surviving on the basis of online food delivery. Swiggy and Zomato have now apparently moved on to delivering daily essentials as well. They have also gone to the extent where they are now delivering oxygen concentrators and cylinders.
Print advertising has definitely been hit by the storm quite literally. According to the Global Print Advertising Market Report 2020, the global print advertising market is estimated to descend from $39.30 billion in 2019 to $35.44 billion in 2020 at a CAGR of -9.82%. The entire supply chain in print advertising has been disrupted which has directly impacted the market negatively.
COVIDVERTISING Strategies: What’s the future?
The future of advertising is as unpredictable as the next slot of vaccination that 18-44-year-olds are supposed to find on the app. It’s not bleak, but uncertain for sure (quite an oxymoron, right?)!
COVIDVERTISING will definitely open up new avenues of challenging communication strategies. While the headache to come up with new ideas will be borne by the creative team, the marketing department will have a tough time translating those ideas into execution. Ideas alone cannot win this COVID battle.
Moment Marketing is meant to play a significant role during this pandemic. People will be celebrating the time when lockdown opens and there will be new kinds of celebrations – First Quarantine Birthdays for babies born in lockdown. There will be Lockdown Wedding Anniversaries, for people who decided to get married with limited people during the lockdown. There will be COVID Martyrs, though on a gloomier side; people will be mourning the loss of their loved ones due to COVID-19… People will have a lot on their minds to do when lockdown actually opens and when the government announces that masks and social distancing are no longer needed. All this is still a far-fetched dream.
At 3 Dots Design Pvt. Ltd., we believe that every challenge posed by COVID-19 can be communicated and dealt with creatively. As long as we remember to take deep breaths and let go of the unforeseen worries, we won’t be able to do any good in the present. It’s quite a philosophical approach, but effective. Also, when the time comes, we all will get a shot at it (pun, intended).