As I write this, we’re at the end of the second day of full lockdown, or “being grounded” as I like to refer to it.
And what amazes me is how the media is rubbing salt in our wounds, by playing out of date TV and radio adverts.
I listened to the news this morning, and then straight away saw four adverts:
- An ad for McDonald’s breakfasts – when they’re closed.
- What to do if you see a red X on the motorway –which we are not supposed to be using
- Invest in a stocks and shares ISA – when the bottom has fallen out of the stockmarket
- Travel with GWR to Bristol – when we are barely allowed out into our gardens!
And then I saw a Sky TV advert for Sky Store with the message, “Reasons to stay in in March” – as if we had a choice!
With a few tweaks, these ads could have made sense in their context:
- “Reasons to enjoy staying in in March” for Sky
- “Plan your perfect getaway for later in the year” for GWR and Bristol
My guess is that all those organisations are too big and unwieldy for something that dynamic.
But here’s the good news: if you’re a small business owner, you’re not too big, and that gives you a significant advantage – you’re able to adapt in this lightning fast environment.
I am now talking about foraging and radio adverts with you, rather than the legislation changes coming in April.
Telling you in a pre-programmed email campaign to update your contracts would have fallen on deaf ears at a time when none of us know what is going to happen over the next week, let alone further down the road.
What I am trying to say is that there is always a silver lining, however bleak things may seem.
As small business owners we may not be able to avoid getting Coronavirus, but we can stay relevant to our audience for when it is all over.