How to Advertise in
Wartime
By Robert Evans Wilson, Jr.
© 2003, Robert Evans Wilson, Jr.
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Wartime advertising is not the minefield of angry public
reaction that many advertisers fear. It is, however, a delicate
endeavor with a few potential pitfalls to avoid. The uncertainty of how
to proceed has caused many marketers to pull back and wait. So, before
we look at how to advertise in a war, let's address a major concern of
many advertisers, and that is: whether or not to advertise at all. Many
fear it would be disrespectful to our troops --especially when the
incidence of casualties may be high. Other advertisers are concerned
that it may offend an American public worried about our troops and the
outcome of the war.
Perhaps the best way to answer these questions is to look to the troops
themselves. Based on the interviews with soldiers that I've seen, our
men at war would consider it to be more disrespectful if we were to
stop advertising. They want us to continue living our lives as normally
as possible because that is what they are fighting for. And, when
they're on leave from the battlefield, they want to enjoy a bit of that
normalcy, themselves. The last thing they want to see is a fearful
environment here at home. And, it's not just for the troops, it also
serves to keep our spirits up here at home.
On a more constructive level, we should keep in mind that companies
that stop or cut advertising will lose sales... or worse: hard-earned
market-share. No one can afford that for long and stay in business. We
must remind our advertisers that maintaining brand awareness is an
on-going process.
In short, when we curb our normal business practices, it hurts the
economy; which in turn becomes a morale-boosting win for the enemy. One
of the most important things we can do on the home-front is to keep
commerce healthy and continue to export the American concepts of free
markets and free minds.
With that said, let's look at how advertisers can best communicate with
their customers and prospects in this troubled time. The obvious advice
is to proceed with discretion. It will be very important to become
sensitive to the mood of the target audience, and secondarily to others
who may also be exposed to the ad.
One way we can get a feel for that mood is by stepping up customer
service to our advertisers. The more we talk with them, the more we'll
learn about what they are hearing from their customers. This is the
information that will guide us in what to say in our ads. Plus, by
demonstrating empathy for our client's business, we'll be cementing a
long-term relationship.
Some media will be affected by audience mood more than others. TV
advertisers, for example, will need to exercise the most caution
because of the proximity of their ads to the actual sights and sounds
of war. Newspaper and radio advertisers will need to do this to a
lesser degree. The more distance a particular medium or brand has from
the fighting, the less the audience mood will become a factor for
consideration.
Many advertisers fear that this climate of apprehension is causing
people to curb their spending, but the fact is, (so far), that consumer
spending is still on the rise. They are simply spending differently.
Generally speaking, people are making fewer impulse purchases; instead
they are being more thoughtful before parting with their money. Some
are looking for greater value. Others are trying to overcome their
guilt for enjoying luxuries in turbulent times. If we take the time to
understand the root of their hesitation, then we'll be able to
communicate with them better, and move them closer to making a buying
decision.
Meanwhile, all of the usual advertising motivators -- those emotions
which move consumers either into or out of their comfort zones -- are
still at work. It's how we position them -- in relation to the war --
that has changed. People still have legitimate needs and desires that
ought to be fulfilled regardless of what is going on in the world. If
we want them to continue buying products and services from our clients,
then we need to get their attention and motivate them -- the same as
always. The trick will be in making certain that our messages are not
in bad taste, and this we will have to address on an ad-by-ad basis.
A specific example would be to avoid the use of humor. Humor is not
universal and someone is likely to be insulted. Typically, (in
peacetime) those who are insulted are not an ad's target audience, so
it doesn't matter. However, in wartime, we should be more sensitive to
the opinions of non-prospects because they can still create bad
publicity that no company can afford.
Advertisers should also be extremely discreet in depicting the American
Flag and / or proclaiming support for
When possible -- as a way of appealing to people who are curbing
impulse purchases -- use information-based ads that will enable them to
make a rational decision on buying. Another tactic is to use
response-advertising to find out quickly if your message is on target
or not. If your client is not experiencing an increase in traffic --
then the ad is not working -- change it! And, if the ad is insensitive
in any way, you've given people a method in which to let you know. Keep
in mind that war conditions may change rapidly, so be prepared to
change an advertisement's message in a moment's notice.
All-in-all, advertising is vital in troubled times because it
encourages consumer spending which keeps our economy strong. Those
companies that continue to advertise will be better positioned for
growing when the war ends. At the end of the 1991 Gulf War (which also
rode on the tail of a recession) business returned quickly and grew
vigorously. Companies that maintained a marketing message throughout
the war grew the fastest of all.
Finally, keep in mind that what is perceived as a crisis to one person
is seen as an opportunity to another. Whether it's enjoying the reduced
cost of traveling abroad, picking up bargains on the stock market, or
helping clients become more visible to the consumer by advertising when
others are not, try to find where the opportunity lies for you.
Robert Wilson is an advertising consultant and speaker, contact him at www.jumpstartyourmeeting.com.