Marketing strategies to follow during this second lockdown

COVID-19 Second Lockdown 


Europe is locking down for the second time. German health officials reported last Thursday of a record daily.high of 16,774 infections and 89 associated deaths within a 24-hour period. Germany’s lock down measures include closure of restaurants, bars, gyms and theaters. Chancellor Angela Merkel urged people to come together as they did last spring to slow the spread of the virus. According to CNBC, Germany has registered a total of 356,387 coronavirus cases and 9,767 deaths

The full impact of the first wave has not yet washed over, there is still a lot of work to be done in order to get back to “normal” for many businesses. It is a difficult challenge faced by many to adjust to this new way of living, especially without a deadline in sight when the pandemic will fully subside. Small businesses are particularly worried about the impact of a second wave, as they are more vulnerable to the likely repeated rounds of closure and added restrictions on business activities.

How to Increase Sales During a Second Wave

COVID-19 is changing human behavior across the world. From shifting to working/ studying from home to discovering new hobbies, more people are prioritizing their time at home than ever before. There has also been a massive shift in consumer behavior with both TV watch-time and exposure to online & linear content. According to a recent study into UK media habits, adults spend on average 40% of their waking hours (6.25 hours) in front of a digital screen. This totals to almost 45 hours a week – a nearly 33% rise from 2019! This poses a great opportunity for marketers looking to increase their brand’s presence in TV advertising.

Being prepared for another upcoming lockdown is crucial. For businesses to maximize their advertising investments and retain their customers, it is imperative they utilize the right marketing strategies, such as taking advantage of TV-advertising, DOOH, and media boosting.

Advantages of TV-Advertising: 

  • Expand reach to larger audience(s)
  • Custom audience targeting; ability to target specific audience segments
  • Increase brand awareness
  • Strengthen customer relationships and engagement
  • Serves as a multichannel communication platform
  • *60% of consumers are more likely to make a purchase after viewing a TV advertisement compared to 40% for viewing ads online or via social media

Advantages of DOOH:

  • Cost-effective 
  • Short term preparation/planning
  • Expand reach to larger audience(s)
  • Custom audience targeting; ability to target specific audience segments (i.e. hyper-targeting)
  • Visually captivating
  • Efficiently measure and analyse specific data (e.g. consumer behavior, etc.)
  • *“The right message at the right time to the right target group.”

Advantages of Boosting Media: 

  • Increase audience
  • Establish brand presence 
  • Develop partnership(s) with other brands 
  • *Paid media compliments your owned and earned media

To increase sales, it is important to understand the consumer behavior of a predefined target group, as well as being mindful of the continuous social changes happening in Germany, Europe, and around the world. This time poses as a great opportunity for businesses to strengthen their brand value by increasing their presence on television and outdoor advertising. Further, heightening one’s brand exposure around the winter holidays (i.e. Christmas and New Years) is a smart marketing strategy to further spread brand awareness and reach a large audience. 

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