Having lots of data isn’t a challenge anymore. We all have access to way more data than we can handle. What really makes the difference is what you do with it.
And in order to extract valuable, actionable insights – you must start with curation. That’s the real important skill for the digital age.
So, here’s a little example of curation for you.
In recent days we stumbled upon lotssss of surveys and researches talking about the changes in customer behavior, trends in creative, and other aspects related to marketing.
We were able to gather dozens of bullet points from articles we found on AdAge, ChainStoreAge, AdWeek, Business Insider, and more. Then, we chose the ones we can tell a story through them. And came up with two useful actionable insights.
That’s the whole point of even harvesting data in the first place, isn’t it?
Lesson #1: DON’T!
No matter the industry your brand is in, but especially if it’s in cosmetics and skincare – if you want your ad to break through the clutter these days – follow these rules:
1.Don’t use images of people sleeping, because these images in ads are up 104% now vs pre-coronavirus times
2.Don’t use imagery of haircuts because these kinds of ads are up 337% since coronavirus!
3.Try to limit the use of images of people using phones or a T.V. as 39% of Facebook and Instagram ads do it
Lesson #2: Your grocery store still matters
As we all know, the grocery space is absolutely surging. But, while 74% of consumers surveyed during April said they were doing more shopping online as opposed to in-store in response to COVID-19 – still 69% continued to shop in-store for groceries.
Meaning, if you’re in the grocery store business, make sure to highlight the safety, cleanness, and easy shopping experience your store offers in your marketing communications (as long as it’s actually the case. And if it’s not – fix it ASAP).
Below you can find a sample of the bullet point we gathered.
Facebook and Instagram Ads:
- Imagery of lipstick fell 93% in April from a year ago
- The word “makeup” in ad copy fell 91%
- The word “stylist” declined 92%
- The word “shampoo” rose 598%
- The word “conditioner” 1,275%
- The word “deodorant” 1,381%
- images of people sleeping are up 104% now vs. “pre-COVID” days
- Imagery of haircuts is up 337%
- 39% of Facebook and Instagram ads show a phone or a TV
(source: Pattern89 via AdAge)
- L’Oreal USA’s Maybelline and Coty’s CoverGirl both saw sales slide 40% the four weeks ending May 3
- But skincare sales are much stronger, up 8% for Procter & Gamble Co.
(source: IRI data from EvercoreISI via AdAge)
- 25 % of Americans say they’re wearing less makeup
- 15 % expect to continue that
- But 44 % say they’re still using makeup as “a form of self-care”
- And 28 % miss wearing cosmetics
- 29 % of respondents report using more skincare products on lockdown
- Only 11 % report using less
- 25 % are using more hair care products
- Only 12 % are using less hair care products
(source: Opinium via AdAge)
- 74% of consumers surveyed during April said they were doing more shopping online as opposed to in-store in response to COVID-19, a 30% increase from 57%
- Almost seven in 10 (69%) respondents continued to shop in-store for groceries (68% in March)
- 54% said they experienced delays
- 87% consumers encountered out-of-stock products during their most recent shopping experience in March
(source: Blue Yonder via ChainStoreAge)
- Retail sales were down 14.1% seasonally adjusted from March and down 8.7% unadjusted year-over-year (National Retail Federation)
- Total or overall retail sales fell 21.6% in April from a year earlier and were down 16.4% from March (U.S. Census Bureau)
- Every category of retail except online was down on a monthly basis in April, including grocery stores
- Clothing and accessory stores were in freefall, down 78.8% (and 89.3% year-over-year)
- Online, grocery stores and building materials were the only categories that saw a year-over-year gain
Here’s how the other retail sectors fared in April over March:
- Building material and garden equipment: -3.4%
- Grocery stores: -13.2%
- Pharmacies and other health/personal care stores: -15.2%
- Big-box (general merchandise) stores: -20.8%
- Department stores: -28.9%
- Sporting goods, music, and other hobby stores: -38%
- Furniture/home furnishings stores: -58.7%
- Electronics and appliance stores: -60.6%
- Clothing and clothing accessory stores: -78.8%
(source: ChainStoreAge)