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How can PR help brands cut through a crowded Christmas calendar?
October 5, 2022
What do football, Father Christmas and soaring inflation all have in common?
Answer: Winter 2022.
Just as we thought this festive season would be one of “good tidings and joy”, we are slapped with a cost-of-living crisis, a mini-budget causing market turmoil, consumer confidence at an all-time low and an imminent recession. Couple this with the most controversial World Cup to date and scarce advertising slots, it is undoubtedly going to be one of, if not the most, challenging fourth quarters (dubbed the ‘golden quarter’) for brands. However, with the right PR partner and an effective communication strategy companies have a better chance of being able to cut through this chilly Christmas.
The golden quarter is the most lucrative time of the year for many brands and advertisers, and over £8 billion is expected to be spent on ads alone this winter, as brands scramble for the spotlight. But campaigning doesn’t just stop with profile raising. This year, brands are expected to step up with clear messages and actions to genuinely support their customers through tough times – especially after a recent survey from Reach revealed nearly 60% of consumers demanded support from brands to get through economic uncertainty.
Client/agency conversations will likely have shifted from pushing key messages for growth and profitability to ‘how can we improve people’s lives and make a real difference’. I’m sure many agencies are helping clients with questions such as how do we tackle sensitive issues? Should we communicate our products around the World Cup or Christmas? Where should our focus and budget allocation be?
Even in difficult times and busy periods communication should continue – if brands are PRing stories when times are good, they should when times are bad. But the tone may change, and the messages be simplified. Communication strategies need to be clear on end deliverables and results. Remain loyal to brand purpose and values. Focus on what you’re good at and don’t try and tackle everything, otherwise there is a risk of getting lost in the crowd or even worse getting it wrong. And the right PR partner can help you make those judgements.
For example, we’re working with our client Fuse, a sport and entertainment agency, which has clear legitimacy to be homing in on the World Cup. Its ‘dream team’ of key commentators have strong expertise in this space and can tell interesting stories, give good insight and timely commentary around sponsorship opportunities and how brands can navigate a political sporting event. With the help of PR, it is laser focused on its area of expertise.
Elsewhere there are examples of brands portraying real understanding and empathy around the cost-of-living crisis. Iceland does this well – it developed a clear action (not just a message) with the launch of its buy now pay later scheme to support its customers. The story was communicated effectively through traditional and social media and its CEO, Richard Walker, is an expert communicator ensuring coverage across national platforms, including the BBC and The Mirror.
While most brands will already have their plans in place for Q4 and inventory for advertising slots is filling up, it isn’t too late to think about your communication and messaging. All with a little help from PR of course.
Jess Alexander