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What next? Webinar, presented by Ray Poynter


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As we progress from the shock COVID-19 imposed on us initially, towards what DDB refers to as 'Acclimation' (where we start to accept our new normal) here's how brands are successfully navigating these choppy waters and how you can plan for the future.

Published in: Business
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What next? Webinar, presented by Ray Poynter

  1. 1. Inspiring responses from brands during the pandemic What Next? Ray Poynter Chief Research Officer
  2. 2. • Timelines and Scenarios • The five business models • Examples of success • The roles of insights? • What next? • Q & A Agenda
  3. 3. 3 Timelines | are we perhaps halfway through this outbreak?
  4. 4. 4 A varied picture
  5. 5. 5 What’s next, a decline in deaths?
  6. 6. 6Listen to Lenin There are decades where nothing happens, and there are weeks where decades happen.
  7. 7. 7 Spending like it’s a war
  8. 8. 8 Paying people to take oil away
  9. 9. 9 About one-third of the globe in Lockdown
  10. 10. 10 Job losses Up to 780,000 Australians have lost their jobs in just three weeks” – Unemployment rates across Asia-Pacific could rise by well over 3 percentage points, twice as large as the average recession,” said S&P’s Asia Pacific Chief Economist Shaun Roache in a report Monday. Quarter of Europe’s jobs at risk from coronavirus crisis” – Politico Fewer than 50% of working Americans will have a paycheck in May – More than 71% of UK firms have furloughed some or all of their staff” – The Guardian
  11. 11. 11 Some of the lockdowns are easing
  12. 12. 12 Some of the lockdowns are easing
  13. 13. 13 Insights and research people? • Over 80% of market researchers are working from home • About half are reporting a drop in their personal income • About half seem to be coping, but one-in-five have problems • But most people are reporting that their productivity has dropped – this is not normal working from home • For more information read: Be Kind to Yourself, Be Kind to Others How are Market Researchers? What do they need? Source: NewMR ‘How are researchers’ study (Waves 1 and 2) and research via social media
  14. 14. 14Advertisers are adapting their creative processes Already • Displaying empathy for what stakeholders were facing – and demonstrating the brand was there to help • Pulling most price and item-focused messaging • Crafting new ads from existing footage to ensure cultural relevance • Scrapping creative executions that are not representative of the current climate • Acknowledging school closures and social distancing • Providing essential/useful information • Avoiding certain lifestyle imagery (e.g. based on travel, spring break, and social gatherings) Source: Association of National Advertisers poll, 196 US Companies
  15. 15. 15 Advertisers are adapting their creative processes Planned • Showing empathy for the contemporary situation while retaining brand relevance • Removing content that may be inappropriate, insensitive or tone deaf • Being more comforting and less promotional • Adapting to emerging consumer needs on an on-going basis • Focusing on products that are most pertinent and useful in an increasingly “virtual world” Source: Association of National Advertisers poll, 196 US Companies
  16. 16. 16 In a 20-year study, Wharton Professor Philip Tetlock showed that the average expert’s ability to make accurate predictions was only slightly better than a non-expert using random guesswork. Or, as accurate as a chimpanzee throwing a dart. Most Predictions are Wrong
  17. 17. Scenario Thinking
  18. 18. 18 Two Key Scenarios Virus is Controlled Soon Economy Recovers Soon Economy does NOT Recover Soon Virus is NOT Controlled Soon
  19. 19. 19 Four Compound Scenarios Virus is Controlled Soon Economy Recovers Soon Economy does NOT Recover Soon Virus is NOT Controlled Soon Virus is Controlled Soon Virus is NOT Controlled Soon Economy Recovers Soon Economy does NOT Recover Soon Back to Normal-ish Back to Normal-ish, but with lots of deaths Major recession Whole new world
  20. 20. 20 Plan for all Four Scenarios Back to Normal-ish Back to Normal-ish, but with lots of deaths Major recession Whole new world Virus is Controlled Soon Economy Recovers Soon Economy does NOT Recover Soon Virus is NOT Controlled Soon Virus is Controlled Soon Virus is NOT Controlled Soon Economy Recovers Soon Economy does NOT Recover Soon
  21. 21. 21 The Impact of the Pandemic on Brands Positive Negative
  22. 22. 22 Hibernate, Hunker Down, Pivot or Operate? • Hibernate – close the business, wait until you can trade again e.g. event locations, restaurants, cruise companies. Seek government assistance. • Hunker Down – assume the recession will unwind in a few months or a year, slash costs, keep ticking over, grab chances when available, prepare for after the crisis. Seek government assistance. • Pivot – stop doing X and start doing Y – for example delivery options, ventilators, online games etc. Seek government assistance. • Operate – assume this is how things are going to be for a while, cut costs, be agile, find out where there are needs and meet them. Help your client keep their job. Seek government assistance.
  23. 23. 23 Positively-impacted brands India in the early days of the pandemic
  24. 24. 24
  25. 25. 25 Everton Football Club - UK The Plan • English Premier League and Euro 2020 • Live football, streaming etc • Then all football locked down ‘Hibernate’ – but actively • Launch of 'Blue Family', a campaign that has been running since March, in tandem with the Liverpool-based side's official charity arm, Everton in the Community. • Offer support, assistance and guidance to some of the most vulnerable, socially isolated and at-risk members of its fandom. • Utilising Everton’s CRM and phone systems to make 1750 check in calls to vulnerable fans – with outbound calls from staff working from home. • Over 24.5 million fans from around the world have been tuning into ad-hoc content from their favourite Everton players, including bedtime stories read aloud by stars.
  26. 26. 26 Hunker Down
  27. 27. 27
  28. 28. 28
  29. 29. 29 ASICS, VR launch of its Olympics range The Plan • In run up to Tokyo Olympics • Fly journalists to Tokyo • Show 3 new shoes • Part of the ‘arms race’ in shoes at the moment ‘Operate’ • Distribute Oculus VR headsets to journalists • Develop new software • Hold a ‘virtual reality’ launch • Journalists able to experience the shoes as sportspeople would experience them • Good coverage for the shoes, good coverage of the tech, greener “What's more important, however, is what this launch represents in a world where social distancing will be the norm for several more months. The longer COVID-19 rages on, the more other companies will look to lean on VR. This is at least a good first step. Hell, accountants at plenty of tech companies are probably doing a cost-benefit analysis of buying a truck-full of Oculus Quests right now for couriering to, and from, journalist's houses.” - Daniel Cooper, one of the journalists who took part
  30. 30. 30 Pivoting to Help • Manufacturing scrubs and facemasks • Producing ventilators • Producing hand sanitiser • Housing the homeless • Feeding people in need • Using ad spending for better purposes
  31. 31. 31 Pivoting for Business Punchpass • Pre-COVID services to small fitness and yoga studies • Post-COVID, launched a Zoom-based virtual service to allow their clients’ customers to carry on training Mobile Escape • Pre-COVID provided in-school escape room programmes • Post-COVID, social-distancing programmes, using both mail and digital tools
  32. 32. 32 Why do organisations need insights? Everybody is flying blind.
  33. 33. Scenario Thinking Scout for signs of which scenario is happening and how fast it is happening
  34. 34. 34 Positively-impacted Brands How to avoid being tone deaf? How are our staff, can they cope, are they feeling safe? How is our brand and CX tracking? When will this rush end?
  35. 35. 35 Hibernate brands How are our furloughed staff coping? After the lockdown, what will customers want, and when will they want it? What can we start doing now?
  36. 36. 36 Hunker Down Brands Track the key brand and CX elements How are our staff, are they coping, are they feeling safe? What are our opportunities? When and how will this end?
  37. 37. 37 Pivot brands How are our people? Agile research Build/Test/Learn Communications and Strategy Testing
  38. 38. 38 Operate brands How are our people coping? Track and build a proactive relationship with customers Communication and concept testing
  39. 39. 39 Insight Projects and HX • Modify CX programmes – reflecting new realities • Blend insight communities and CX – T-shaped research approach • Keep checking in with your staff, working and non-working • Research what is happening to people in society The MRS has a list of over 50 trackers than can be accessed • Avoiding being tone deaf • Opportunities • Agile Build/Test/Learn research • Understanding what people will do when the lockdowns are eased • Understanding what people will do when they can travel, move, change jobs, attend events etc
  40. 40. 40 What Next? • We ‘might’ be halfway through this first phase of the pandemic • The recession has hardly begun to bite yet, it could be much, much worse later this year • Don’t bet on just one prediction, use Scenario Thinking • Think about humans, not products • Start by checking your people are OK • Be clear about what your strategy is e.g. Hunker Down, Pivot, Operate etc. • Match your activities to your strategy • You are flying blind, so lean on your insights, from all available sources #StaySafe, #BeKind
  41. 41. 41 Questions? Enter your questions via the Q&A tool within Zoom
  42. 42. Thank you