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December 13, 2019

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Using Insights and Trends to Guide Creative Communications Efforts

April 9, 2020

 

 

As we all navigate these uncharted waters, we wanted to share with you some insights and creative communications that have gotten our attention during this time. It’s important not to stop content creation and outreach now but to do so in a context sensitive to our current reality. In doing so, organizations can potentially emerge with improved strategic approaches and new avenues to reach its audiences. 

 

Watch Consumer Insights and Trends for Creative Ideas. Nielsen is tracking consumer purchase behavior changes and establishing clear navigation beacons for companies trying to understand the changes and plan for what comes next. Here are some key consumption trends that caught our eye: 

 

As U.S. consumers continue to hunker down, we see evidence of a homebody economy emerging. About a quarter of consumers said they expected to shop online more frequently or for the first time in order to avoid germs in public places. Three in 10 (28%) Americans are listening to more radio, mostly at home and to stay informed. And sport entertainment is shifting with 903,000 viewers tuning in to the first ever virtual NASCAR race on March 22. 

 

As more Americans stay home, their media habits are also shifting. Staying put in our homes can lead to almost a 60% increase in the amount of content we watch in some cases and potentially more depending on the reasons.

 

Given these trends, organizations have the opportunity now to develop outreach and content strategies from these insights to better reach audiences. For example, try targeting new media channels and outlets from a marketing and PR standpoint or develop new creative owned content tactics for your own channels. 

 

We’ve seen plenty of great examples of this from armchair tourism campaigns to chefs like Milk Bar’s founder Christina Tosi who hosts a #BakersClub each day and shows followers how to make iconic Milk Bar sweets. Additionally our clients like Liv Cycling recently launched Liv TV to provide cycling inspiration and skills guides to women riders while Cook Street Culinary School will soon host virtual cooking classes.  

 

Although we don’t know when our new normal will return there are creative opportunities for organizations to reach its core audience and stay top of mind. What can you do now to authentically connect with your audience? 

 

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