Insights

How to Use Offline Intelligence to Manage Brand Health During the COVID-19 Crisis

By Isabel Sperry / 4 minutes

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During this uncertain time, it’s important to make use of tools designed to manage brand health through the COVID-19 crisis. From a strategic standpoint, understanding exactly how your business is performing on a day-to-day basis is critical, as is gaining insights that you can use to inform your business strategy during this time. There’s one powerful tool you can use to accomplish both of these things: offline intelligence.

Use Cases for Offline Intelligence Insights

Offline intelligence can help marketers monitor business performance and inform their ad strategies to align with the current environment. Below are some of the main ways you can use offline intelligence to mitigate the effects of the crisis on your business.

Brand Impact Analysis 

Offline intelligence provides mobility insights that can help you understand the impact the crisis is having on your brand in terms of mobility levels. For essential businesses that remain open, gaining a window into the mobility levels at your locations and in the surrounding areas can offer valuable insights.

For example, grocery stores can adjust their store operating hours based on mobility levels, to ensure they have ample time for cleaning and restocking of shelves. What’s more, they can use location-based audience segments to reach grocery shoppers and keep them abreast of the changes they are making to their store operations to keep everyone safe as they remain open.

Market Share Analysis

Another use case for offline intelligence is market share analysis. It’s increasingly important that brands be able to compare the impact the coronavirus is having on their own brand versus their competitors, so that they can assess loss of market share and develop strategies to cope.

QSRs, for example, can benefit from analyzing location data to win back market share by prioritizing customer needs. In fact, Cuebiq’s Mobility Insights found that while the QSR category decreased in visitation by 5% the week of 3/23 vs. the previous week, one fast-food brand actually saw a 2% increase in visitation. They achieved this by promoting limited-time offers that appeal to consumers facing financial hardships during the crisis and protecting customer and employee health through new restaurant policies.

Emergency Media Planning

Additionally, marketers can use offline intelligence to move media budgets to geographies where the offline impact of COVID-19 is significantly lower. During this trying time, it’s more important than ever to be nimble with your ad dollars, to ensure you are reaching your intended audience on the right platforms with messages that resonate.

For example, when it comes to running ads on OOH during this time, it’s necessary to take a local approach. County-level mobility insights can help you strategically place OOH campaigns where mobility is high and population density is low — targeting essential workers and family members who are using their cars. To resonate with this audience, it’s important to use tailored messaging to support essential workers and consumers whose focus is on performing critical tasks for themselves or family members.

Real-Time COVID-19 Mobility Insights

If you’re looking for a tool that offers the above types of insights, you might consider using Cuebiq’s COVID-19 Mobility Insights. Recently launched to illustrate how mobility patterns are changing throughout the country during the crisis, these insights are publicly available. They are also updated daily and can help you understand how population behaviors are evolving, so you can modify your national and local business strategies accordingly.

In addition to these publicly available insights, Cuebiq is also offering brand and vertical-level insights directly within our platform, Clara, to help you monitor brand health with real-time offline intelligence. 

To access these vertical and brand-level visitation insights, simply request credentials to log in to our platform.

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About the Author

Isabel Sperry, Senior Manager, Growth Marketing

Isabel is a digital marketer with a background in blogging, graphic design, and social media management. A graduate of Yale University, she majored in American Studies and is passionate about American literature and art history.