We will run at full blast again this summer
The last months have been marked by debates from marketers, analysts and media planners - all decision makers have been in dire straits. Should we spend money on advertising now or wait for the fall? How should we communicate? Should we ride the wave of compassion and solidarity or pretend that nothing is happening? Only retrospective analyses will show who made the right or wrong decision … or maybe it did not really matter because both decisions had the same result. The question is who gets the jump start in foreseeable future. The one who communicated with the customer all the time keeping the brand visible and available, or the one who waited?
For us at PPM, however, the situation is becoming clearer now at the beginning of May. In any case, summer will bring relief, there will be more open retail areas, the number of shoppers will grow (not that it has fallen much so far) and the usual headlong flight abroad will definitely not take place this year. Even a possible decline in family budgets will not have a significant effect on buying, as in the vast majority we are used to promoting everyday consumer goods. And only very few people can do without them. That is why we are looking forward to the summer and preparing for the onslaught during the otherwise neglected "low season".
However, of course, we see a change in customer behavior and we change with it. Offline activation changes over time, as does the way customers perceive it. Well established functional methods are becoming less effective in today environment. That's why we joined forces with creatives from the field of Czech marketing and innovation to form a team that is looking for new ways to give customers a real and memorable experience with their brands.
We are preparing campaigns that reflect social changes while keeping in mind new hygiene standards. We also thoughtfully incorporate digital communication into offline campaigns.
The novelties from our workshop are technologies (sense motion, virtual assistant, QR, AR / VR and others), which we can use in activation in both retail and beyond.
In this year´s special summer we will be happy to prepare concepts for you that will be really effective and hard to be overlooked. Keep in mind that this year´s fall will not be inflatable, but many budgets are still being stalled until then; it will be difficult to stand out in the "crowds".