By Graham Green
It is in uncertain times like these we rely on past trends during periods of crisis to better assess the routines of Canadians. During the Fort McMurray Fires, Albertans turned to radio for information and normalcy when they were being evacuated. During the second world war, CBC Radio team travelled with the Canadian Armed Forces’ First Division to England. Today, Canadians are counting on radio to keep them informed on COVID-19 updates in real time.
OMNI-CHANNEL LINES ARE BLURRED
Radio offers important human connections and augments the isolating impact of ‘social distancing’ - with voices and personalities audiences can trust. Extended stints in the home are encouraging consumer movement among various media platforms (Instagram, Twitch, YouTube etc.), and radio must meet their audience where they are. Stations Ambassadors, Disc Jockeys and Influencers are maximizing the added exposure build more intimate experiences and relationships with a larger sample of an already loyal audience base. It is safe to say omni-channel engagement strategies are here to stay, even beyond the pandemic when our routines return to a state of normalcy.
STREAMING IS ON THE RISE
With increased streaming and tune-in rates during these times of social isolation, it is a prime opportunity for brands to build coveted relationships and memorable media experiences with key-targeted demographics. There is a clear opportunity for creative engagement on alternate digital and social networking channels. Advertisers can help consumers cope with COVID-19 impacts by keeping them informed on things like: changes to store hours, temporary closures, delivery options and curbside pick-up details.
The strategies we utilize to optimize omni-channel engagement with the Afro-Caribbean community go far beyond the dial. We look forward to placing your brand top of mind with our audiences.
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