The 'ad'ded value van corona-marketing
Adverteren ten tijde van een pandemie: een hinderpaal of opportuniteit? Een vraagstuk waarover vele marketing- en communicatiemedewerkers zich de afgelopen maanden hebben gebogen. Bijzondere tijden vragen om bijzondere inspanningen, ook van bedrijven. De verwachtingen van de hedendaagse jongvolwassen consument zijn hoger dan ooit tevoren. Op welke manier kunnen bedrijven efficiënte reclamecampagnes opzetten rekening houdend met de reclamegeletterdheid van onze jongeren?
Sociale verantwoordelijkheid
“Open like never before”, zo luidde de wereldwijde reclamecampagne van Coca-Cola. Het gevoel van sociale verantwoordelijkheid in de samenleving neemt in tijden van een pandemie ook toe. Aan de basis van vele boodschappen stonden concepten zoals zorg, gemeenschap en menselijke verbinding centraal. Er werd vaak beroep gedaan op een zeker gevoel van warmte en solidariteit. De kerngedachte van veel marketingboodschappen luidde: “We beleven dit allemaal samen.”
Organisaties worden vandaag steeds meer beoordeeld op basis van de impact op de samenleving. Een transparante aanpak op vlak van maatschappelijk verantwoord ondernemen (MVO) is dan ook een absolute must. Vele organisaties hebben gedurende de COVID-19 pandemie verder geïnvesteerd in hun MVO-activiteiten. Op die manier trachtten ze het sociaal engagement van het bedrijf aan de buitenwereld te tonen. De band die een organisatie opbouwt aan de hand van MVO-activiteiten kan sterker zijn tijdens crisisperiodes.
Cause-related marketing
Het idee om deze wereldwijde gezondheidscrisis en eventuele gepaste goede doelen aan reclamecampagnes te koppelen, valt onder het principe van cause-related marketing. Cause-related marketing kan gedefinieerd worden als: “Een partnerschap tussen een retailer en een non-profitorganisatie waarbij de laatstgenoemde geld verdient en de eerstgenoemde zijn voordeel haalt uit de associaties die voortkomen uit de samenwerking en de verhoogde verkoopcijfers”.
Effectieve cause-related marketingcampagnes kunnen een positieve impact hebben voor alle betrokken partijen. Zowel bedrijven, non-profit organisaties als consumenten krijgen een zekere return on investment hierbij. Het is gunstig voor de bedrijfsomzet en het bedrijfsimago. Het genereert ook positieve attitudes ten aanzien van het bedrijf, een gevoel van voldoening door het steunen van een goed doel en er gaat meer aandacht naar het goede doel zelf.
Belangrijke factoren die aan de basis liggen voor een effectieve cause-related marketingcampagne zijn:
- De sociale betrokkenheid van klanten
- De congruentie tussen het bedrijf en de klant
- De congruentie tussen het bedrijf en het initiatief dat gesteund wordt
- De affiniteit tussen het initiatief en de klant
- De gepercipieerde motieven van het bedrijf voor deze inspanningen
- Een proactieve timing
Indien initiatieven als reactief worden ervaren, zoals bijvoorbeeld in het geval van een pandemie, zien consumenten de samenwerking als baatzuchtig en winst-georiënteerd. Een reactieve timing verhoogt dan ook het consumentenscepticisme. Dit is voornamelijk het geval bij jongvolwassenen doordat zij in het algemeen een lagere betrokkenheid vertonen ten aanzien van goede doelen. Scepticisme kan een negatieve invloed hebben op de attitude t.a.v. het merk, de advertentie, de algemene klantevaluatie, mond-tot-mondreclame en andere belangrijke marketingparameters voor bedrijven. In dit onderzoek is dit consumentenscepticisme van jongeren onderzocht aan de hand van het Persuasion Knowledge Model (PKM).
Gevolgen van de pandemie
De wereldwijde gezondheidscrisis brengt ook grote economische gevolgen met zich mee. In de meeste gevallen gaat men als eerste bezuinigen op het marketingbudget, doordat dit in externe crisissituaties van secundair belang lijkt.
Vele reclameboodschappen over verschillende sectoren heen zijn de afgelopen maanden aangepast in het licht van de COVID-19-pandemie. Consumenten brachten meer tijd thuis door en productcategorieën zoals: computers, supermarkten, (tuin)meubels, alcoholische dranken, huishoudproducten, enzovoort kenden dan ook een toename in advertentie-uitgaven. Ook binnen de overheids- en social profitcommunicatie was er een toename in reclameboodschappen. Het gaat hierbij vaak over informationele boodschappen in verband met de gezondheidsmaatregelen die van kracht zijn. Deze omvatten duidelijke instructies en call-to-actions.
Jongvolwassenen als doelgroep
Jongvolwassenen zijn voor vele partijen een uitermate interessante doelgroep om zich op te richten. Deze generatie zal een belangrijke rol spelen in de marketingstrategie van de 21ste eeuw. Een gegrond inzicht in een gepaste cause-related marketingaanpak is dan ook vereist. In dit onderzoek stond deze doelgroep dan ook centraal. Aan de hand van drie verschillende (fictieve) printadvertenties werd via een online survey gepeild naar de verschillende klantevaluaties.
Cause-related marketing wordt terecht bekeken als tweesnijdend zwaard. Indien doordacht ingezet, kan het een bijzonder effectief instrument zijn om klantevaluaties op lange termijn te bevorderen, maar het kan even snel de verkeerde kant uit gaan. Een goed vooronderzoek naar verschillende belanghebbende factoren is dus aangewezen. Belangrijk hierbij is heldere communicatie over de beweegredenen van de samenwerking tussen een bedrijf en een overheids- of social profitorganisatie. Een transparante aanpak zorgt voor meer vertrouwen in altruïstische motieven. Daarnaast is ook een proactieve timing en langetermijnengagement tussen organisaties van belang. Zowel de verbintenis als de resultaten ervan moeten intern en extern goed gecommuniceerd worden.
Wanneer marketeers of andere belanghebbenden in de toekomst willen inspelen op een externe crisis doen ze dit best op basis van een langetermijnengagement of zo snel mogelijk wanneer de crisis zich voordoet. Timing en transparantie zijn hierbij cruciaal. Goede en effectieve cause-related marketing dient tenslotte consumentenscepticisme te vermijden en de attributies wat betreft achterliggende motieven te verbeteren. Dit komt zowel commerciële als overheids- of social profitorganisaties ten goede wanneer ze jongvolwassenen met hun boodschap willen overtuigen. Duurzame partnerschappen en een toekomstgerichte mindset zijn onmisbare troeven voor een goede marketingaanpak.
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