Brands must be wary of false advertising laws as they prepare for reopening

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 09, 2020, 3:11 AM UTC

Collaborating with other brands to communicate about safety protocols can help companies reassure consumers.

This piece shares reopening tips for businesses as they welcome back consumers post COVID-19 lockdowns. Brands must be careful with their messaging and ensure it is not tone deaf. The messaging should address consumer fears and anxiety.

Companies must ensure they don’t run campaigns following false ad laws “in a way that they can’t substantiate”, even as they may get tempted to run sales. Rather than overpromising on safety, clearly explain safety protocols like social distancing implemented by the enterprise on websites and press releases.

Engaging with consumers as early as possible is recommended to build momentum before reopening. For example, Main Event, an entertaining centre, put out a video message from its CEO outlining new safety measures.

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