2020 is winding down and brands are starting to look ahead towards brighter horizons. New year, new us, right?
However, if this year has taught hospitality brands anything it’s that the future is hardly predictable. That’s why it’s important to understand what your brand is truly all about and how you should deliver that message during both calm and turbulent times.
Here at NOISE, we have 35 years of brand management experience under our belt, during both calm and rough times. And, over those years, we’ve learned quite a bit about what to do and what not to. Here’s our advice:
- Stay the Course, But Be Open for Slight Change. Earlier this year, Google conducted a study based on the best and worst performing ads on YouTube and found some interesting results. While there was an uptick in ads directly mentioning or associating with the pandemic, they found the best performing ads were actually the ones that stayed the course. The “business-as-usual” ads haven’t seen a decrease in performance metrics whatsoever. We believe that staying course is vital to your brand — however we’re not about burying our heads in the sand either. We do want to take the current situations around us into consideration and carefully craft ads around it. You can still use those pre-pandemic videos and images, but be conscious about what’s displayed in them and how you should properly use them.
- Testing, Testing One-Two. Experimenting with what you have is more crucial than ever and can play a pivotal role. You’ll be able to tinker with what works, figure out what doesn’t and where to go from there based on the results. As we stated above, changes don’t have to be big nor do they have to be entirely new. But small adjustments such as new and improved voiceovers, tweaked social media posts and revamped call to actions can go a long way. Testing on social media groups (such as Facebook Groups) can be a great way to gauge reactions to new ads for your brand.
- Keep It Simple and Understandable. The last thing you want is a confusing mixed message in an ad. Think about the travel landscape today. From covid to politics to financial concerns — there’s a lot of juggling for consumers throughout the day. Keeping your brand’s ads simple and easily digestible by your audience is essential in getting your brand message across. Don’t overcomplicate or overwhelm things. Keep it creative, fun and relaxing. Your ads have the opportunity to provide a virtual oasis for viewers, a calming moment throughout their day where they can see who you are, what you’re about and why they should go with you. If the message is clear, they’ll see it and they’ll book it.
Here at NOISE, we don’t have a crystal ball. But we do have the experience, knowledge and drive to help you through tumultuous times.
Visit our site here, call us at 239.395.9555, or email directly Partners Ashley Shenk or John Sprecher.