Ad serving during the re-opening stageWe have all become used to life during the pandemic, going as far as calling it the new normal. There is still a way to go before life returns to the way it was prior to the arrival of COVID-19. In some places, businesses are in the early stages of re-opening, which means getting back to ad serving and trying to convince people to try them out. You are going to see a lot more advertisements during the re-opening stage, with some industries in particular being busier than others. Let’s take a look at what these industries are doing and how they are getting back to advertising as the world slowly starts to return to some semblance of normalcy.
People looking to get out of the houseAt this point, people have been limited in what they can do outside of the house. There are many who have been stuck indoors for a long time, whether that was enforced or a personal decision. The reality is that people are beginning to see things slowly get back to normal and are now itching to get out. Businesses that offer outdoor and leisure activities are in a position to offer up their services to these very people. Now is the time to start advertising and let people know about your business.
Advertising from impacted industriesAs we continue to head into the re-opening phase, the types of ads that you are going to see will be different from what was out there when the pandemic was at its worst. It is the hardest hit industries who are now in the business of getting people back, with the travel and hospitality industry sitting at the top of that list. Restaurants, bars and events are also re-opening, but they all need to be careful about how they advertise, which is what we will talk about next.
Customer reassuranceBusinesses need to be careful about how they try to bring people back. Too many people too soon might not be the way to go. A gradual capacity increase will probably make more sense at this stage. While some people are ready to get out and get back to normal, there are probably many more who are still nervous about going into potentially crowded environments. One way to reassure potential customers is to highlight the safety procedures that are in place, which includes things like facility cleaning, trained staff and customer limits.
Have a back-up plan in placeThe plans for re-opening need to include contingency plans, just in case things should change in the future. While we appear to be heading in the right direction, there is still the possibility of future spikes or issues or variants that could lead to further restrictions or lockdowns. This is something that all businesses need to keep in mind right now.
Deal with confusions and conflictsThe rules and regulations are not the same across the board. Some cities and states are more restrictive than other locations. All advertising and marketing material needs to include information about what to expect when they visit your business. Do they need to wear a mask in your facility, or do they need to be vaccinated before they can take advantage of your services? Make it clear to customers what your specific rules and regulations are. Things are evolving so be prepared to update your policies as needed.
Posted in Ad Strategies AdServer for Advertiser by Watson F April 12, 2021
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