OneSource May 2020


In the midst of this worldwide crisis, businesses are trying to figure out how to recapture their audience and generate as much revenue as possible.  Research shows that brands must be transparent, provide proper and clear communication to their consumers, adapt to the new reality and not be tone-deaf. Their approach to today’s crisis will define their public perception and future value.  Reevaluating messaging and strategies accordingly and being prepared to deliver transparent and thoughtful communication is key.  During a time when people are more likely to engage, it’s important to optimize messaging with strong creative content to increase both engagement and brand loyalty. SOURCE: New Research Shows How Consumers Want Brands to React to the Pandemic


Having an effective communication strategy is more important now than ever.  Since social media usage is so much higher now and there’s no better chance to take advantage of it, public relations and marketing, in general, are still playing a critical role during the current COVID-19 crisis. Brands have a unique opportunity to address this crisis by using their creativity.  People are likely to reward brands that share their values, and almost everyone shares the value of helping those disadvantaged by the crisis. It is time for creative PR teams to completely change their way of thinking and creating for their clients and start crafting messages that communicate how and why their brands can help those in need.  SOURCE: 3 Essential Insights for Creative PR Campaigns During the COVID Crisis


Brands are leaning into influencer marketing to deliver relevant and consistent messages that keep their audiences engaged amid the coronavirus crisis. Many companies have a very limited inventory of content banked for social media.  With creative studios closed and social distancing requirements in place, brands are finding it increasingly difficult to create quality content using traditional methods. As a result, companies who have traditionally depended on their own shoots for material are now looking to influencers as a logical source for content. SOURCE: Influencers’ currency has increased during Covid-19 crisis


According to a new survey conducted by the Association of National Advertisers (ANA), more than 90% of respondents indicated they have adjusted their creative messaging since mid-March, when COVID-19 was declared a pandemic by the World Health Organization (WHO). According to the survey, 89% said they plan to continue adjusting their messaging in view of the current environment. Reasons cited for additional fine-tuning included plans to make messaging that is empathetic to the current situation, changing language for sensitivity purposes, and changing any lifestyle images depicting people in close proximity at events. SOURCE: More Than 90% of Marketers Adjusting Creative Messaging in COVID-19 Era


To say that 2020 is a unique time for digital marketers around the world is actually an understatement.  However, Google Marketing has shared five principles that guided their digital campaign that could prove useful for other brands and five ways to create a responsible digital marketing campaign in the wake of COVID-19. SOURCE: Digital Marketing During COVID-19: 5 Ways to Help Brands Thrive


Though the pandemic has brought the industry to a nearly screeching halt, event professionals are thankful now more than ever for the seemingly endless modern technology at their disposal, as each innovative phone application, virtual software and online resource has allowed the industry to move forward. Virtual site visits have replaced in-person site tours for many venues. And thanks to virtual tour software and platforms like Concept3D, Animoto, or Threshold 360, venues have the answer for how to provide event planners professional-quality virtual site visits. SOURCE: How Event Planners Can Get a Head Start on Future Events—From Home


Brand partnerships can be a very effective way to build a business, boost brand awareness and break into new markets.  Basically the point is that the success of one brand will bring success to its partner brand, as well.  However, for any partnership to truly work, it has to be a win-win for both parties.  The value perceptions, target audiences, prices and promotional channels need to match. While there are countless examples of brand partnerships, here is a short list of eight examples of amazing partnerships that inspire. SOURCE: From Dr. Pepper to GoPro: 8 Brilliant Examples of Co-Branding Campaigns