Myrna Abou Mrad el Khoury

Founder | CEO The Full Circles

TIMES ARE HARD

I think the Communication industry in Lebanon is facing today a major maturity threshold:

t ɥf $MJFOUT CVEHFU TISJOLJOH

considerably, are faced with a major threat, offline vs. online? Neither is paying a clear decisive payback, obviously;

t ɥf .BSLFUFFST DIPJDFT BSF TUVNCMJOH

between a repeat ad to save on budgets or a low-cost campaign designed for new media;

t ɥf $POTVNFST SFMVDUBODF UP GPMMPX

the same menu (SMS, promo code, QR code, loyalty cards, Gif etc.).

Times are hard. The keyword is to innovate without exaggeration! It’s ok to go back to the basics, the 4Ps and the SWOT analysis and the demographics vs psychographics, as many of the campaigns witnessed lately do lack finesse, emotional bonding with the consumers, wit as well as an absence of events that build engagement with the right audience; instead we get to see the same faces invited everywhere with no relevance with the brand and with no added value but their beautiful Instagram pictures and a hashtag! It’s the perfect time to reconnect with the client, the brand, the market and create our own trends based on market dynamics as the world is moving fast and the crisis will eventually fade down and we would still be here yielding the results from the aftermath! As Fyodor Dostoevsky says: “Times of crisis, of disruption or constructive change, are not only predictable, but desirable. They mean growth. Taking a new step, uttering a new word is what people fear most.”