The October 11, 2021, edition of Business Insider examined the supply chain predicament and how it has marketers wrestling -- or worse, totally paralyzed -- about how to advertise in unusual times.
What you don’t want to do is retreat. "While supply chain issues have definitely put added pressure on advertising spends, we don't advise clients to go dark," says Mike Farasciano, Crossmedia. "Pulling your media spend only results in share and awareness erosion.”
Here are some ideas you can pivot toward right now.
Lead-Generation. “This period could be a great opportunity to shift some spend to more upper-funnel initiatives,” says Farasciano. Lead-generation is a job that’s never finished, and it takes time to move new prospects from awareness to purchase. Sponsoring downloadable eGuides and webinars bring qualified leads to you AND conveys your thought leadership. Also, Lessiter Media clients have found great success with content quizzes. Fun and engaging for the audience, quizzes have dropped thousands of new prospects into an advertiser’s marketing funnel.
Branding. The article cited how Audi is responding to its production and supply chain obstacles with new ads that promote its brand. The automaker is also actively targeting different demographics of buyers to prepare for the future. Branding is always important regardless of the economy, demand or manufacturing issues. When was the last time you put energy and investment into communicating the brand you aspire for customers and prospects to instantly recognize when they hear your name?
Unique Independent Content. Audiences appreciate specialized content that they can’t access without your support, like the sponsorship of special industry reports and lists. Or industry award programs that recognize and cover an industry’s “leader of the year” or “company of the year.” These activities are viewed as investments you are making in the industry and its knowledge. And while all reputable award programs are product-agnostic, the sponsor typically emerges with a personal relationship with the recipient as a natural byproduct.
Promote What You’ve Got! While manufacturing issues might delay one product, there’s likely another one in your warehouse with decent inventory that’s long been starved for promotional attention. Are you less exposed to product delays than a competitor, perhaps due to your vertical orientation? Say so. And don’t forget to actively promote your replacement parts business -- this could be a BIG driver next year if new purchases slow due to availability issues.
If nothing else, the well-documented supply chain situation is bringing urgency. Be ready to talk early orders and suggest advanced buying for items that could be in short supply later.
There are winners and losers in every situation. Scroll below on how to make the most of your messaging and emerge from this situation at the head of the line.
6 REAL-WORLD EXAMPLES FROM OUR ADVERTISERS
Creative ways our advertisers are approaching advertising ...
1. Branding — Branding ads establish connections and build strong, long-term relationships over time. You can leverage and build the emotional connection your customers have with the augmented benefit that your product brings. Below are a couple examples of branding ads our customers have run in print.
Lead-generation is a job that’s never finished, and it takes time to move new prospects from awareness to purchase.
Quizzes are a novel, fun way to gain pre-qualified names for your database. An eGuide presented with the quiz-taker’s results can execute a second step.
Audiences appreciate specialized content that they can’t access to without your support, like the sponsorship of special industry reports and lists. These activities are viewed as investments you are making in the industry and its knowledge.
This insert is an example of primary research that subscribers can’t access unless a sponsoring company invests.
Consider sponsoring industry award programs that recognize and cover an industry’s “leader of the year” or “company of the year.”
Here's a comment from a 2021 Award Recipient ...
“What an AWESOME honor to be selected for this award, especially when I see who’s come before. It makes me feel good about what we're doing and will challenge us to continue to perform at a level worthy of this recognition. Thank you.”
Rather than chasing the wallet of the next buyer, an advertorial message can be used to help your current customers maximize their performance. It's useful content that serves the customer and it reinforces the importance you place on after-the-sale support.
Celebrate with your audience, and salute them for supporting you. Here's an example from our recent No-Till Farmer Conservation Tillage Guide's 50th Anniversary Issue which celebrates 60 years of the no-till farming practice.
By Mike Lessiter, mlessiter@lessitermedia.com
