{"id":8400,"date":"2024-07-25T14:14:50","date_gmt":"2024-07-25T19:14:50","guid":{"rendered":"https:\/\/joagency.com\/?p=8400"},"modified":"2024-08-20T08:21:54","modified_gmt":"2024-08-20T08:21:54","slug":"adversity-in-marketing","status":"publish","type":"blog","link":"https:\/\/ilfusion.org\/dev\/joagency\/blog\/adversity-in-marketing\/","title":{"rendered":"How to Overcome Adversity in Marketing and the Creative World"},"content":{"rendered":"\n

Just like any other field or line of business, the marketing\/advertising world has its own challenges to face from time to time. We\u2019ve written in the past about what\u2019s important to remember about advertising in a recession (you can find it here<\/a>). J.O. Agency also knows what it\u2019s like to be in the minority of marketing agencies \u2014 did you know that less than 1%<\/a> of agencies are owned\/run by women in North America? But even if you don\u2019t work in our creative field, you may encounter challenges as you market your business and try to reach new customers and new audiences.<\/p>\n\n\n\n

What is adversity in marketing and advertising?<\/strong><\/h2>\n\n\n\n

Facing adversity in your marketing and advertising work can arise for a number of reasons: You\u2019re new to the field and have a lot to learn; you are launching a new business or entering a new market; you fail to consider the cultural climate. Brand Dignity<\/a> also cites price resistance, lack of trust, low or no response, and internal resistance as real challenges.<\/p>\n\n\n\n

\"Adversity<\/figure>\n\n\n\n

Less than 1% of marketing agencies are owned and run by women. J.O. has weathered challenges and adversities for over 26 years.<\/p>\n\n\n\n

When it come facing adversity, you can certainly shift your mindset, use humor to diffuse the situation and embrace resiliency \u2014 those are all good approaches. Let\u2019s get a little more specific now and talk about three specific challenges or moments of adversity to be on lookout for as you market and advertise.<\/p>\n\n\n\n

3 Moments of Adversity to Watch For<\/strong><\/p>\n\n\n\n

    \n
  1. Authenticity<\/strong><\/li>\n<\/ol>\n\n\n\n

    Are you surprised to see authenticity on the list? There\u2019s a good reason for it. Authenticity is increasingly a value that consumers, especially those from the Millennial and Gen Z generations, are looking for in companies they support. The Hootsuite blog<\/a> explains authenticity like this: \u201cIt means be human in your approach<\/a> to marketing, social media, and customer interactions.\u201d The blog goes on to cite this major stat: 73% of Gen Z only buy from brands they believe in.<\/p>\n\n\n\n

    So, as a brand, you want to tell your story in a way<\/a> that connects. However, you still have to be mindful about how your authentic message will hit home with your audience.<\/p>\n\n\n\n

    You may remember the infamous Pepsi ad<\/a> featuring Kendall Jenner who seemingly defuses the tensions of a heated protest by offering a police officer a can of Pepsi. The company may have been trying to strike an authentic note by referencing the political climate, but failed in epic proportions because they didn\u2019t understand how their audience would receive the message. In fact, in their response, the company said the following: \u201cPepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark and we apologize. We did not intend to make light of any serious issue.\u201d<\/p>\n\n\n\n

    \"adversity<\/figure>\n\n\n\n

    Learn from Pepsi and consider how your message of authenticity will (or won\u2019t) connect with audiences.<\/p>\n\n\n\n

    Even as you strive to market your brand with authenticity (which you absolutely should), you need to consider if the way you are communicating your authenticity (your values, how you approach audiences, etc.) will successfully connect with the intended audience.<\/p>\n\n\n\n