[11 September] Six in 10 marketers in the UK list brand reputation as their number one priority when it comes to Coronavirus, according to new research from the Chartered Institute of Marketing. Communication of employee and public safety messages were second, while discounts and promotions were the lowest priority.
Of these promotional strategies, online sales ranked as the top priority for 15% of marketers, while discounts and promotions to increase product sales only top for 2% of respondents, and only 3% wanted to drive in-store footfall.
CIM chief executive, Chris Daly, believes the research shows that despite the commercial challenges the UK marketing community is not prepared to sacrifice “short-term gain for long-term pain”.
“However, with the lockdown loosening at the start of July, it is a concern not to see more confidence in promotional activity,” he adds. “Marketers have worked hard to maintain customer engagement during lockdown, as restrictions now ease it is key they make the most of this opportunity to help drive the recovery we are all hoping for.”
Outdoor trusted to build brands
OOH has always been a trusted medium, with our ongoing research project, iQ, showing 77% of adults agree that advertising on billboards shows a brand is powerful and well respected, increasing to 81% of females. Les Binet and Peter Field also looked at effectiveness across a number of media channels, which showed OOH was comparable with TV with both adding 27% to the very large business effects. Adding Digital OOH brings this figure to 37%.
In addition, The Moments of Truth research from Posterscope, Clear Channel and JCDecaux demonstrated the impact of adding context to Out of Home campaigns, increasing brain activity amongst participants. Displaying a brand or product ad at the right moment, either by time or day of week, increased brain activity by 12%. A campaign which delivered unique and relevant content based on the time, location, weather or a live update in time increased activity by 18%, while the combination of both delivered an average 32% increase in brain activity.
For marketers who want to create emotional connections that build trust and reputation, OOH is a tried and tested channel.