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#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World

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The global pandemic has brought tremendous change to many markets and forced organizations to alter the way they communicate, collaborate and operate. Despite the ever-evolving environment, many businesses are finding new ways to serve their customers and continue providing value – giving them the edge they need to thrive in this new normal. ​

Looking for some inspiration to help you adjust or focus your own efforts? Join Jen Frost, Kalev Peekna and John Simpson as they discuss how stand-out organizations have been managing through the COVID-19 crisis. They’ll highlight examples of exceptional communications, innovations, digital experiences and strategies that businesses across a variety of industries are using to move their businesses forward in 2020.

Published in: Marketing
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#1NWebinar - 2020 Trends: Surviving Today’s Ever-Changing World

  1. 1. Presented by 2020 Trends Surviving Today’s Ever-Changing World
  2. 2. Presenters Kalev Peekna Managing Director, Chief Strategist John Simpson CEO, Founder Jen Frost Managing Director, Marketing
  3. 3. “For some organizations, near-term survival is the only agenda item. Others are peering through the fog of uncertainty, thinking about how to position themselves once the crisis has passed and things return to normal. The question is, ‘What will normal look like?’ While no one can say how long the crisis will last, what we find on the other side will not look like the normal of recent years.” Ian Davis, Former Managing Partner McKinsey & Co. – 2009
  4. 4. A shock of this scale will create a discontinuous shift in the preferences and expectations of individuals as citizens, as employees and as consumers. These shifts and their impact on how we live, how we work and how we use technology will emerge more clearly over the coming weeks and months (McKinsey & CO). On a Macro-Level: Behaviors Will Change • Consumer preferences will be formed during quarantine. • New “experience & service models” will exist post COVID-19. • Technology, digital channels & innovation will grow exponentially. • Modernization across typical “in-person” activities are inevitable. • Work from home technologies and policies will transform the business world. • Supply chain, logistics and delivery models will see an overhaul.
  5. 5. 1. Speed & Resiliency 2. Connections & Communications 3. Innovation & Purpose 4. Expertise & Information Key Themes We Have Seen in the Last 6 Weeks
  6. 6. Speed & Resiliency
  7. 7. It's true that both Amazon and Microsoft are companies that are better equipped than most to weather the storm of COVID-19. But every business can benefit from a redirection of focus, whether you're a local restaurant or a solopreneur. It begins by asking yourself the following questions: • How can I change my business model to fit current circumstances? • If I sell products, can I deliver? • How can I improve my company's website and online presence? • Can I allow my employees to work from home? How can I assist them to do so? • Have I already invested in virtual meeting/video conference software? • What preparations can I begin making today? Source: https://www.inc.com/justin-bariso/jeff-bezos-just-posted-a-4-page-letter-to-amazon-employees-on-instagram-its-a-drastic- change-for-company.html How Your Business Can Survive the Coronavirus
  8. 8. With unprecedented calls to hospitals, doctors and critical care facilities, chatbot technology, telemedicine and even in-home testing is being used to pre-triage patients and guide them to the appropriate care facility. Rethinking Service Delivery…and Fast
  9. 9. Rethinking Service Delivery…and Fast
  10. 10. Rethinking Service Delivery…and Fast
  11. 11. Refocusing Content to Be Relevant
  12. 12. McKinsey & Company Provides Guidance
  13. 13. Connections & Communications
  14. 14. Unfortunate Email Communications Uh, OK, Thanks for Letting Me Know…? (aka the Companies You Least Expected to Have Something to Say About Coronavirus) Badly Timed Sales Pitches Wait, Who? (aka the Places You Visited or Interacted With Exactly Once, Five Years Ago)
  15. 15. Unfortunate Email Communications
  16. 16. Gartner has good advice for brands seeking to avoid communications missteps in a crisis moment, and much of it boils down to being mindful about the WIIFM – what's in it for me? Remember the WIIFM • Am I telling customers something different from other brands versus saying the same thing as everyone else? • Am I telling customers something they don't already expect of my company or brand? • Is the WIIFM conspicuous in the subject line and opening paragraph? • And, most importantly, is the WIIFM attuned to your customers' needs right now?
  17. 17. Helpful Email Communications
  18. 18. The Giving Email Communications
  19. 19. Feel Good Emails
  20. 20. Information & Relevant Content
  21. 21. With Anxious Audiences Consider other Options
  22. 22. Going against conventional wisdom, these brands are actually sharing their vulnerability and using that to activate their audience base. Personalize the Experience
  23. 23. Innovation & Purpose
  24. 24. OpenIdeo: Communication Challenge with CDC
  25. 25. Christian Siriano: Redirecting Resources
  26. 26. Koval Distillery: Hand Sanitizer
  27. 27. Adobe recognized that its pipeline of users and future loyalists were unable to access its popular design software outside of school. Rather than force the students to license the software for use at home, they allowed free access to the creative cloud until May 31, engendering incredible loyalty from educators and students alike. Adobe: Free Access to Creative Cloud
  28. 28. Paul Weiss Pro Bono to Navigate Government Resources
  29. 29. Natty Light Hosts College Graduation
  30. 30. Expertise & Information
  31. 31. PwC: COVID-19 Navigator
  32. 32. Plante Moran: COVID-19 Tax & Business Impact
  33. 33. Morgan Lewis: Legal & Labor & Employment Challenges
  34. 34. Goldman Sachs: Research & Market Conditions
  35. 35. Information-Rich Expertise
  36. 36. Making Information Consumable with Visualization
  37. 37. Making Information Consumable with Visualization
  38. 38. Using Data to Add Value
  39. 39. Takeaways
  40. 40. Adjust Marketing Campaigns & Scheduled Content • Decide what should be paused immediately. • Consider what to prioritize or pivot. Evaluate Your Imagery and Language • Avoid visuals of crowds or people touching. • Change language about close interaction. • Swap out visuals if needed. Short-Term Takeaways Be Positive & On Brand • Look to your “Brand” for guidance. • Be personable. • Stay on your toes. Highlight How Your Brand Can Help • Communicate your benefits. • Create helpful content. https://www.business2community.com/marketing/5-ways-to-do-smart-responsible-marketing-during-covid-19-02295026
  41. 41. We’re interested to hear from you – how have you had to adjust in response to the crisis? Take our short survey: bit.ly/1N-COVID-19-Survey We’ll share the broader results on our blog in the coming weeks. Survey: How Has the Crisis Impacted Your Organization?
  42. 42. More of Our Thoughts on the Current Landscape
  43. 43. Thank you!

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