When going to market, even with something that is a core or standard product in times where the world has changed – especially when it has changed dramatically, for instance in a global pandemic – it’s important to understand what new brand risks exist. This is especially true for Mother’s Day, which can be a nuanced and complex holiday to market even in normal times, writes Gary Ellis, co-founder, president, and COO of Remesh.
Qualitative Research During Change
Recently, Remesh ran an online focus group to better understand the desires and habits of consumers in their consumption of ads and media – especially in the context of a fast-moving digital landscape.
According to Remesh’s qualitative researchOpens a new window , consumers are interested in advertising that is straightforward, honest, and enjoyable to watch. For advertising that confronts COVID-19 specifically, consumers have a strong desire to see transparency and positivity in digital media and ads. Furthermore, the channel a brand chooses to advertise on greatly influences a consumer’s perception of the ad and product – Google Ads and Amazon Prime Video are the gold standard for consumer trust, which means brands should consider leveraging these platforms on holidays in which those values (positivity, trust, etc.) are most exemplified.
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Tone, too, is an essential component of advertising in this specific moment. Consumers show a strong preference for humor, wonder, and hope – all of which, again, are positively associated with Mother’s Day. Although this holiday distinctly relies on traditional qualities of motherhood, there may be an opportunity (given the non-traditional state of the global environment and the resulting deviation from norms) for brands to take a risk this year. Brands and agencies should ask themselves: What does a non-traditional Mother’s Day look like? Here, there is a chance to change consumer habits or form new ones with unusually swift adoption.
Digital Transformation of Conversations
Digital solutions are key to being able to adjust rapidly to changing environments where past truths are now, potentially, outdated.
Actively talking to customers is the only way to know how your message will be received, especially during moments of high sensitivity – like high-profile holidays tied to deep traditions. In an increasingly globalized world, simple surveys are insufficient for understanding people; real conversations are required.
In Remesh’s conversation on digital ads with consumers, for example, Google Ads and Prime Video were distinguished as trustworthy platforms. A survey would not have uncovered that consumers trust Google and Prime Video because they effectively weed out fictitious or nefarious ads – a statement 40% of respondents reacted positively to. Failing to understand the drivers of consumer behavior, the “whyâ€, can make or break an advertising campaign, leading to confusion at best and a PR nightmare at worst.
The infamous Peloton Christmas commercial is an excellent example of a failure to uncover the “why†in its advertising. In the ad, a husband gifts his wife a Peloton bike for the holidays; the reason is unknown, and so consumers are left to fill in the blanks. Did the husband gift the bike because his wife asked for a Peleton, or because the husband thinks his wife needs to lose some weight? In response, Ryan Reynold’sOpens a new window company Aviation Gin ran an ad with the same actress – but they filled in the blanks. In the Aviation Gin storyline, the worst of consumer assumptions are clearly confirmed.
When asked to recall a memorable digital ad, most consumers respond that they could not recently recall a single ad of interest. Those who could recall a specific ad cited the Aviation Gin commercial, noting that “the best one by far was Ryan Reynolds using the Peleton girl to promote his liquor.â€
To this point, consumers crave the details, and understanding the full truth is mandatory to successfully bring a product to market.
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Qual Research and the Bottom Line
The importance of nuance is double-ly true when the catalyst of change is a crisis. Getting messaging wrong at this time can make you look ill-informed, and tarnish your brand – regardless of notoriety. In fact, this is the moment when well-established brands are most vulnerable.
The key to seeing ROI on qualitative research during this time – and probably in the new future – is both in focusing on the right things up-front, and ensuring the market receives the product because it’s what is needed. If a brand can market in a situationally conscious way that resonates with consumers, use its resources wisely, and handle budget constraints in a depressed market, then it is built for success in the long run – financially, and in the loyalty of consumers.