Advertising is now all around us, wherever we go – whether in the high street or on social media. Times when we are out and about less are therefore difficult times for everyone who earns money directly or indirectly from advertising.
WDR: Advertising is now all around us, wherever we go – whether on the high street or on social media. Times when we’re out and about less are therefore difficult times for everyone who earns money directly or indirectly from advertising. Another important point: how can you even advertise when so much has suddenly changed, when people suddenly prioritise different things or simply have less money to spare? Many companies have reacted quickly, adapting their adverts or even switching channels – as you may well have noticed. What strategies underpin each of these approaches? How does advertising work, so to speak, whilst face coverings are in place? I’m going to discuss this now with Thomas Heun. He is a professor of marketing at Rhine-Waal University of Applied Sciences.
WDR: Good afternoon, Mr Heun.
T. Heun: Good afternoon, Ms Bittmann.
WDR: We’re certainly living in very strange times at the moment. Many things we used to take for granted are no longer possible. We have to get used to completely new routines. Since this week, the requirement to wear face coverings has also made shopping somewhat less enjoyable and a bit more difficult. What does this mean for advertising?
T. Heun: For advertising, it means we now have to look even more closely. Of course, this is also down to the far-reaching restrictions that this pandemic is currently bringing with it. Consequently, advertisers need to be even more sensitive. And they really do need to ask themselves: is this even the right time for advertising, and if so, what sort of advertising do they want in the age of coronavirus?
WDR: My impression over the last few weeks has been that advertising has, on the whole, become incredibly emotional. We see grandchildren blowing kisses to their grandparents via tablet, and plenty of examples of community, solidarity or even imaginative ways of dealing with the situation. Would you say this is a good advertising strategy?
T. Heun: It’s a strategy that’s been around for several years now. Advertising often aims to build an emotional connection. And indeed, many companies are currently facing the challenge of what they can still convey through advertising, because many of the occasions for consuming products simply no longer exist. Take soft drinks or beer, for example. These are often consumed in social settings. How do you advertise them at the moment? And so it’s simply a common strategy to say: ‘OK, we’ll try to position ourselves as a brand that simply wants to make a positive contribution to improving people’s quality of life. And this often takes place on a general emotional level. It comes across as very measured. This is also because companies want to avoid giving the impression that they’re conducting business in a ‘crass manner’, particularly at this time.
WDR: Some companies also present themselves as responsible, as helpers or even as those who come up with ideas to tackle the crisis. What does it take to make the whole thing come across as credible?
T. Heun: Well, I think – as is often the case in advertising – it requires a certain amount of creativity. People need to genuinely perceive it as adding value. It shouldn’t be the 20th attempt to tell people how to stay fit and healthy whilst working from home day in, day out. In other words, not just another advertising promise from yet another brand, but something that makes you think: ‘Wow, that’s actually a good idea – a way for us all to get through this difficult time a bit better.’
WDR: How difficult is it to use humour in advertising right now, given the current situation?
T. Heun: Humour in advertising isn’t easy in general. But at the moment, you can see that even advertisers who usually rely heavily on humour are being very cautious. What’s unique about the current situation is that Covid-19 is threatening everyone’s health. And even those who usually rely on humour with great confidence and consistency are suddenly adopting a serious tone.
WDR: Would you say it’s impossible to avoid the topic of Covid-19 at the moment?
T. Heun: Well, you can’t really avoid having to address it internally within companies and ask yourself the questions: How do we deal with this issue now? What does this mean for our company, our brands and, consequently, for our advertising? But I don’t see any obligation for advertising agencies to issue a statement on this or to comment on the coronavirus. It can certainly be a strategy to focus communication more closely on the product and simply highlight what sets it apart, both today and in the past.
WDR: As I mentioned at the start, advertising is now frequently switching channels and, above all, becoming increasingly active on social media. What exactly are the considerations behind this?
T. Heun: There is often simply a very technical reason behind it: advertising via social media can be created and adapted at very short notice. If we consider television or print advertising, for instance, these require significantly longer lead times. And social media are channels through which it is easy to interact with consumers. As you mentioned – emotional family situations that are now being portrayed are often linked to campaigns, and the aim is to elicit these so-called ‘responses’. In other words, that people get involved, use social media accordingly, take action and engage with these campaigns.
WDR: And people are, of course, spending more time on social media at the moment.
T. Heun: Exactly. Their use has certainly increased further. That’s why the advertising industry is looking at where it can reach people. But generally speaking, this coronavirus crisis is also affecting the advertising industry. In March alone, 6 per cent of advertising spend was lost compared with the previous year. That’s a very significant drop. So you can’t really say this is a good time for the advertising industry.
WDR: Which is also linked to the dwindling desire to spend – or rather, the current lack of any desire to spend at all. Are there any strategies for dealing with the fact that there is simply no demand for certain things at the moment?
T. Heun: It’s difficult to come up with one-size-fits-all answers, as there hasn’t been a comparable situation on this scale before. Marketing and advertising budgets are the first to be cut, especially in difficult times. And you can see that very clearly now. This also gives an advertising department a bit of time to think about what to do next. Generally speaking, however, there is also a counter-trend. There are also a few sectors that are benefiting from this and seeing growth in turnover. And here too, it has to be said that the strategies are clear, even if the advertising comes across as very emotional and not particularly sales-oriented. Here, too, the aim is to connect with people as closely as possible. If you look at advertising in the food retail sector, there seems to be a bit of a competition going on right now centred on the question: ‘Who do you feel is looking after you best right now? And where are you spending all that money that you can’t spend elsewhere?’
WDR: Professor Thomas Heun teaches marketing and research methods at the Rhine-Waal International University of Applied Sciences. He also advises companies and writes about advertising. I asked him, ‘How does advertising actually work when everyone is just talking about coronavirus?’ Thank you very much for your insights!
T. Heun: Thank you very much for the interview.
