The road of ‘good intentions’ is littered with timid businesses that have ‘crisis’ managed themselves into a crisis, or worse still out of existence.
But for the brave ones willing to invest in creatively challenging, well targeted and executed marketing campaigns there is everything to gain. Consumers will today, more than ever, respond and reward those brands showing people that they really, really want them back.
A contemporary case study of this has emerged over the last week from UK Agency, The Black Arts Company and it’s long-standing Car Retail client.
The national, multisite retail business was one of those hit hardest by the blanket ban of physical retail during the lockdown period. Despite this, within days of the closures, they had taken up a well thought out, positive and courageous marketing position.
They decided to continue, and indeed increase, the level of both their online and offline marketing activity throughout the period, in readiness for the return of ‘normality’… in whatever form that would take.
In constant dialogue with their Agency, The Black Arts Co, they re-purposed existing TVC material not once but three times over the course of lockdown, to keep consumer awareness high, encourage engagement with the brand online, and reflect the changing retail messaging in line with developing government guidelines.
The Black Arts also created, developed and shot a brand new TVC to drive home the brand’s market leading offer available as a key part of their “grand retail re-opening” event.
On air across England from Thursday 17th July, and combined with integrated on-line activity, the initial results have been staggering, with the group recording its’ biggest day of trading for almost a year with sales numbers double those of the same Campaign in July 2019.
Importantly the very transmission of the TVC triggered dramatic four fold increases in web traffic .
If ”Fortune favours the brave” it would be heartening if this brave retailer made a fortune out of it.