At Home With Lance: NCS CRO Talks Now and the Next of Advertising

    At Home with Lance Header

    By NCS Marketing

    As we enter our fourth month of the pandemic, it’s still unchartered waters for advertisers. Should you continue to advertise? How can you best reach your consumers as their purchase behaviors shift? How is measurement changing?

    To provide some guidance on these questions, we sat down [virtually] with Lance Brothers, NCS’ Chief Revenue Officer. For Lance, the pandemic has meant less time on the road, more time with family and more cocktails and home-smoked ribs. While he misses time spent with clients in real life, Lance is working alongside some of CPG’s top advertisers to help them increase their share of voice and adapt for what’s next. He shares some advice for brands on how to reach the right buyers and measure those outcomes, to understand what’s happening now to prepare yourself for what might happen tomorrow.

    SHOULD BRANDS CONTINUE TO ADVERTISE RIGHT NOW GIVEN THE SOCIAL AND ECONOMIC ATMOSPHERE? 

    With more time spent at home, a lot of U.S. households (Lance’s included) have upped their grocery spend over the past few months. The data has shown that Americans are buying more of the staples, while also expanding their shopping lists to items like pre-mixed cocktails and baking supplies. 

    In this economic atmosphere, is it worth it for brands to keep advertising right now? Lance talks about the power of keeping your voice in this climate, and how this impacts brand loyalty. 

     
     
     
    Video Thumbnail
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
    2:44
     
     
     
     
     
     
     
     
     
     
     
     

     

     

    HOW HAS TARGETING CHANGED, AND WHY SHOULD BRANDS CONTINUE TO MEASURE CAMPAIGNS RIGHT NOW?

    We don’t know if we’ve entered a new normal at this phase, but we know buyer trends continue to evolve, and new buyer habits may be settling in. Though so much has changed these past few months, some things stay the same—and that’s that past purchase behavior remains the number one predictor of what someone will purchase in the future. Lance dives into understanding these drivers of effective advertising.

     
     
     
    Video Thumbnail
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
    1:52
     
    0:58
     
     
     
     
     
     
     
     
     
     
     

     

     

    WHAT QUESTIONS ARE YOU HEARING FROM CLIENTS?

    Whether reconciling supply chain issues or adapting products to be more relevant right now, Lance and the team are hearing it all from clients, and working with them to message appropriately to their customers, even during these uncertain times. 

     
     
     
    Video Thumbnail
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
    1:57
     
    1:01
     
     
     
     
     
     
     
     
     
     
     


    To learn how your own brand is building loyalty right now, download our e-book:

    LOYALTY IN THE TIME OF COVID


    Subscribe for Updates

    WONDERING HOW CONSUMERS RESPOND TO INFLUENCER MARKETING?

    See how creator content drives resultss

    DOWNLOAD YOUR COPY NOW Download Your Copy Now

    WANT TO KNOW MORE ABOUT HEALTH AND ECO-MINDED SHOPPERS?

    Get CPG insights to engage your buyers

    ACCESS THE E-BOOK TODAY Download the E-Book

    NEED INSPIRATION FOR YOUR NEXT ADVERTISING CAMPAIGN?

    Check out these CPG success stories

    SNAG YOUR COPY OF THE E-BOOK TODAY Download the Outcome Matter E-Book