True character is revealed in hard times, and it certainly feels like the current business climate qualifies. For the purposes of this article, I’m referring less so to personal character, and more directly to brand character. Brand marketers who are proactive and anticipate the path forward, will find there is an incredible opportunity that lies directly in front of us! Working from home = more time with family = more time on internet = more time with digital entertainment. With so many entertainment brands (i.e. sports) suspending operations, there is going to be a void left and an appetite to quench, especially once news fatigue fully sets in, if it hasn’t already.
The brands that offer unique, interesting, and entertaining digital content in the coming weeks will emerge better positioned to deepen relationships with their fans, and perhaps new ones. It goes without saying how critical it is to proceed with caution, as it’s important to not only be sensitive, but ground the approach in the spirit of offering something of value. Since more brands have pulled digital capabilities in-house, in theory, this should help streamline the approach and offer greater ability to create new content.
Rights-holders also play an important role here, to proactively bring sponsors more comprehensive digital sponsorship opportunities leveraging new and entertaining content. If fans can no longer go to games, or even watch them, what new content can be created and what role can sponsors play in serving this to fans who will soon be desperately searching for entertainment options.
Opportunity lies in every situation that comes our way. This may be harder to uncover in the coming weeks, especially with unprecedented events unfolding in front of us. But, perhaps this will ground us all in a way that forces us to identify and appreciate the moments that can bring us together.