The media & events market continues to be hit hard by the Covid-19 crisis. Marketing budgets are being cut and remaining spend is being heavily scrutinised. It's harder than ever for your client to say ‘yes' to your solutions. A compelling argument for prioritising marketing spend is therefore crucial if you and your clients are to come through these uncertain times in the strongest position possible. In this webinar, we will explore: What’s changed for your buyer and audience in this turbulent time What works and doesn’t work in marketing right now How to create a business case for your client to prioritise marketing now Outcome: A business case to convince your client what to market and how to market their way through the crisis. Watch here: https://www.crowdcast.io/e/driving-client-urgency For more resources, click here: https://flumetraining.com/covid-19-response/

1. Driving client urgency
Presented by Raoul Monks
With guest speaker:
Ewa Campbell, CMO

2. Thank you for the support from our partners

3. Housekeeping
Driving client urgency

4. We are here to help us as much as
possible through these uncertain times
Website / Blogs: flumetraining.com/covid-19-response
LinkedIn: /company/flume-training
LinkedIn groups:
- Media & Events – Selling in a Crisis
Youtube: /flumetraining

5. Agenda – Driving Client Urgency
1. Why is it tough for your client’s
to say yes now?
2. The case for marketing
3. Q&A with a Ewa Campbell - CMO

6. The Biggest Sales Challenge
How do you get your client
to say yes now?

7. The biggest mistake you can make is to
think of everything from your own
perspective and not your client’s

8. Why is it tough for your client to say yes
now?

9. Why a ‘yes’ is tough
 Very risk averse – don’t want o make a
mistake
 Budgets are reduced and under strict scrutiny
 Resources are limited
 Focused on getting through that day, feeling
paralysed
• Seeing changes in audience behaviour
• Likely drop in demand and struggling to hit
normal kpi’s
• Not knowing what the audience needs right
now
• They need a water-tight business case

10. What on earth do I do to get me
and my company through this
in the strongest position?
Client’s are asking themselves one thing:

11. Everything a salesperson
does needs to make it easier
for a client to say ‘yes’ now

12. Building a water-tight business case
1.Position the case for marketing
2.How to engage with the audience
now
3.Help them sell on internally

13. 1. The case for marketing
• Focus the client on the fact that this too will pass and they need to
focus on how they want to come through this, what they need to have
achieved and how they want to be remembered
• Focus the client on the truth that the way they help and engage their
audience right now will be remembered forever and will have a hugely
amplified impact on relationships now and in the future both positively
and negatively
• Focus the client on the audience perspective and that they have
different urgent challenges and priorities they need help with now
• Focus the client on the truth that the
companies who help their audiences in
the right way now will forever be
remembered and prioritised

14. Laser focus on helping your
client come through this in
the strongest possible
position by tapping in to the
audience’s urgent challenges
and priorities now
Action:

15. The Key is helping them solve
their personal challenges right
now
2. How to engage audiences now
• Be empathetic
• Be purposeful
• Be valuable

16. Be empathetic:
Market to the specific job role in the crisis
Action:
Audience Personas

17. Be purposeful:
Position your brand around what you stand
for right now – have a stance
Action:
Why does the audience
need you to exist?

18. Be valuable
Reframing the audience’s challenges
Action:
Create messages which
overcome audience
inertia

19. Help them sell on internally:
ID who can drive change and
build consensus
Action:
Co-create a business
case – help them
navigate the DMP

20. Building a water-tight business case
1.Position the case for marketing
2.How to engage with the audience
now
3.Help them sell on internally

21. Q and A with Ewa Cambell - CMO

22. We are here to help us as much as
possible through this uncertain times
Website and Blogs: flumetraining.com/covid-19-response
LinkedIn: /company/flume-training
LinkedIn group:
Media & Events – Selling in a Crisis
Youtube: /flumetraining

23. Impact Workshops:
Monday, 27th April at 2pm BST
Taking the lead in client conversations
Monday 5th May at 2pm BST
Making conversations worth paying for

24. Thank you for the support from our partners

25. Question time
flumetraining.com/covid-19-response