If this past year has taught us anything about consumers’ daily routines, it’s that all of that can change in, well, a day. Practically overnight, people found themselves sheltering in place, cutting off physical contact and forfeiting travel plans. No one predicted this shift happening—especially not brands.
Current campaigns were shaken up, and months of marketing planning went out the window. Brands were forced to quickly adapt to the changing times of Covid-19 to reach their consumers’ needs. Some struggled to do it, some did it successfully and some stopped doing it all together.
4 keys to successful campaign adaptations
So, how can you go about quickly adapting to your audience’s needs the next time your marketing plan is thrown off course? Here are four things to keep in mind:
- Keep a pulse on trends: The pandemic changed the way people do pretty much everything. Stay on top of your industry trends to see what people are interested in and talking about so you can drive inspiration with potential consumers. Watch social media and hashtags, follow trade associations, set Google alerts, examine data, and read industry blogs and newsletters.
- Stay flexible: Leave room in your marketing plan for unexpected changes, because a lot can happen in six months—or in a day. From social media chatter to breaking news stories, strategies can get disrupted. Be ready to pivot. It could be as simple as changing a call to action, or as large as canceling a major event. Continue listening and adapting, while being honest with your consumers.
- Escapism wins every time: People are spending more time than ever on streaming services. Although this is a form of escapism, these consumers are still craving something more—real experiences. Think about creative ways to bring out positive emotions in your consumers. Ask yourself, “What are they missing right now?”
- Work with a partner who can target and track the results: Whether this is first-party or third-party data, partner with publishers that can accurately target and measure your campaign effectiveness.
Colorado Tourism Office’s successful campaign pivot
Let’s take a look at an example of how these steps worked for the Colorado Tourism Office during the peak of the pandemic.
The tourism industry got hit hard this year. Rather than surrender to the fact that travel was near impossible, the Colorado Tourism Office in collaboration with their media agency MMGY, tuned in to the changing times to connect with the people of Colorado.
First, the travel-focused media agency noticed how people were spending their summers during the pandemic. Although locals were foregoing plane travel, they were still hopping in their cars for road trips. In a time of uncertainty and stay-at-home orders, these adventure-loving Coloradans were looking to escape and explore, reigniting the “staycation” getaway.
The Colorado Tourism Office also knew it had to adjust quickly to its audience’s new lifestyle. The tourism office decided to expand on the staycation trend that was already happening within the state. A change from its usual past campaigns, this time the tourism office targeted Colorado residents only with its Colorado Staycation Campaign.
The brand’s new campaign inspired locals to explore everything their awesome state has to offer. That’s 380 miles of nature, cities and adventures. From Aspen to Denver, Boulder to Colorado Springs, it was the perfect time for locals to rediscover their beautiful state. Through SXM Media’s proprietary data, the Colorado Tourism Office targeted audiences most likely to be interested in exploring Colorado destinations, like roadtrip enthusiasts, leisure travelers and outdoor lovers.
Working with methodology company Arrivalist, the Colorado Tourism Office and SXM Media used location data to effectively measure the impact of its travel marketing campaign. Based on a study observing 92,832 panelists—with half of the group exposed to the ad—the Colorado Staycation Campaign resulted in a 70.4% increase in arrival lift, driving in-state trips to Colorado destinations.
Although scratching your annual plans is scary and somewhat frustrating, adapting to the present is key to success. And the biggest lesson here? The importance of always being in-tune with your target audience. When you show them you’re listening, they will respond in loyalty and sales.
