Advertisements and Challenging Times: Savor PR Agency

Advertisements and Challenging Times: Savor PR Agency

During the Covid-19 pandemic, many organizations went through a hurdle trying to market their products to their consumers. However, many failed due to a lack of proper advertisement strategies. Savor PR Agency is one of the companies that survived the crisis due to the innovative approaches they used during the period. One of the strategies applied by the company was carrying out giveaways i.e., by giving guests one night of beer and food bliss. It is one of the ways that companies can implement to portray uniqueness in their adverts. I argue that advertising sameness is not a better solution during the pandemic period. 

Counterargument 

The article presents many reasons why almost all business organizations resorted to sameness in advertising their products during the crisis period. One of the reasons is institutional isomorphism which states that in the modern era, many organizations tend to behave in similar ways. It is inclusive of how they advertise their products in the market. Secondly, sameness is also due to the need to signal virtue i.e.., showing that they care for humankind and the environments under which they are operating in. Another reason is doing something or anything to motivate their consumers during difficult times. Lastly, most agencies lacked adequate funds to be innovative and hence resorted to sameness. Even though this strategy helped in steering sales, it was not enough to help businesses make profits the same way they were during normal times.     

Arguments 

Many agencies used the term ‘we are in this together during the pandemic which I refute because not all were undergoing difficult times during that period. Despite everyone being made to wear masks and not board public planes, some were still enjoying their private yacht. Businesses need to know that the pandemic required solutions and not only being compassionate about others. An example can be taken from Savor PR Agency which helped businesses creatively position their products in the market during the pandemic. However, they were still the best PR agency in America. It is because they put their creativity into action by being supportive of their clients. Braidotti (2020) states that human beings differ in many ways i.e., in terms of location, level of technology, and good health services. Therefore, businesses need to stick to the unique features of their brands while acknowledging their new environment to help them stand out. 

Secondly, businesses are operating in a dynamic environment and require a strong differentiation strategy. Institutional isomorphism may not work for many companies because consumers are driven by innovative ideas. The article provides solutions such as taking time before conducting advertisement campaigns to avoid being similar to other organizations. Today, consumers spend on uniqueness and therefore in as much as institutional isomorphism exists due to the same skills in different organizations, companies need to invest in creativity to stand apart. According to Baumann (2019). Institutional isomorphism may be dangerous, especially for organizations that mimic other organizations’ ways of advertising without understanding the benefits tied to them. Carungu et at., (2020) insist that mimetic institutional isomorphism may not increase the quality of organizations when they lack proper knowledge of the ideas.   

Conclusion 

Businesses should come up with alternative ways of promoting their products during crises. Advertising sameness is not a bad idea but it only helps businesses in the short run. Therefore, as the president of a very successful agency, I would advise companies to invest in innovations and stop creating consumers ‘public wolf’ attitude towards their products. Successful companies thrive in innovation and creativity. 

References 

Baumann, K. (2019, July 28). What is institutional isomorphism? - eNotes.com. eNotes. https://www.enotes.com/homework-help/what-institutional-isomorphism-1608589 

Braidotti, R. (2020). “We” are in this together, but we are not one and the same. Journal of bioethical inquiry, 17(4), 465-469. 

Carungu, J., Di Pietra, R., & Molinari, M. (2020). Mandatory vs voluntary exercise on non-financial reporting: does a normative/coercive isomorphism facilitate an increase in quality?. Meditari Accountancy Research. http://www.savor-pr.com/