Creating a secure ad strategy in an inflated environment


Security is everything during uncertain times. Making sure all parties feel secure when developing an ad strategy is critical whether working with a brand, agency or retailer. But how can brands create a secure environment when the current landscape is so unstable? Prices are at astronomical highs, supply chain issues plague almost every category, and consumers are changing their shopping habits by the day. Here are a few pointers on how to create confidence amidst current uncertain times.

#1: Create a plan…and follow it!

This may seem like an obvious tip, but all of us are guilty of making the perfect plan and then failing to execute. Being thoughtful about an advertising plan, documenting intentions and how to measure them, and then adhering to the plan are all ways to keep a strong strategy in place. The measurement part is key! Set out KPIs that indicate success and refer back to them to confirm goals are being achieved. And if they are not, change the plan and recalibrate.

#2: Go to your audience, don’t make them find you. 

A brand needs to show up in places where their audience or consumers spend their time. Finding contextual solutions that allow brands to be where their consumers are naturally is important. As a CPG brand, find a partner that can provide a highly curated and targeted audience for grocery. A great example would be serving ads in a recipe or shopping list app. One example of a highly targeted audience available to CPGs is the AdAdapted network of apps that finds shoppers when they are building their grocery lists.  

#3: Be authentic!

Being and staying authentic to brand voice, quality, messaging, visuals, etc is critical to creating security for not only a brand, but also for consumers who are buying said brand. Consistency builds trust. Hard stop. Brands who stay authentic to intentions and do not change messaging just to meet the needs of the current climate establish trust with their consumers. Vacillating between messages or values will make consumers feel uneasy and more likely to switch to another brand that feels more stable – especially during uncertain economic surroundings. Authenticity, communication, and commitment to core values can also be a great way to combat brand switching due to price hikes. 

#4: Engage shopping list marketing

Getting on the grocery list is a marketers dream! Finding that level of interest and loyalty is unmatched. Shopping list marketing allows brands to find shoppers building their lists, promote products to them and encourage them to ad promoted products to their grocery lists. Clear action taken AND a reliable indication of purchase. Shopping list marketing can also impact ecommerce intentions by landing products in retailer carts for online purchase. 

The current inflated economy is a challenging road bump all of us. Working towards sure-footing is what most brands are searching for. If you’re looking for a partner to help along the way AdAdapted offers an intelligent approach that includes highly targeted, shopping list marketing tools for CPG brands, agencies and retailers to access. No other platform can get products on the list and in the cart like AdAdapted. Security comes in the form of aligning with partners that can help enhance an ad strategy to get you in front of your consumers and give your consumers an actionable, purchasable path forward.

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About the Author

Jervie David Montejar
A food lover who wants to try every delicious dishes around him and spread the news to everyone to try it as well. Finding the latest trends about food and restaurants around Cebu and the rest of the world :) "Life is uncertain. Eat dessert first." -Ernestine Ulmer
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