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CMOtalk Webinar | Marketing in uitzonderlijke tijden

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Hoe je als organisatie en merk omgaat met de effecten van Covid-19.
Communicatie voelt in deze tijden als koorddansen. Alle acties worden nauwlettend gevolgd. Hoe bereid je je zo goed mogelijk voor op het grote onbekende, het nieuwe normaal?

Tijdens de digitale CMOtalk ‘Marketing in uitzonderlijke tijden’ deelden Klaas Weima, Ingrid van Frankenhuyzen (Crisiscommunicatie specialist) en Kasimir Vermeulen (Strategy Director bij Energize) hun ervaringen met 20 CMO's. Dit uitzonderlijke webinar werd afgelopen donderdag 2 april georganiseerd door Energize in samenwerking met partners Adobe en Microsoft.

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CMOtalk Webinar | Marketing in uitzonderlijke tijden

  1. 1. AGENDA 10.35 - 11.00 Crisis Coms - Ingrid van Frankenhuyzen 11.00 - 11.10 Q&A 11.10 - 11.15 Virtual Coffee Break 11.15 - 11.35 Curated Insights - Kasimir Vermeulen 11.35 - 12.05 Break-out I - Leiderschap 11.35 - 12.05 Break-out II - Marketing & Business 12.05 - 12.10 Afronding door Moderator 12.10 - 12.15 Einde en Lokale Verrassing
  2. 2. CRISIS-
 COMMUNICATIE 
 TIJDENS EN 
 NA CORONA
  3. 3. EMOTIES MENTAAL 
 IMMUUNSYSTEEM
  4. 4. PANDEMIE: ANGST, 
 WOEDE, SOMBERHEID/ DEPRESSIE, 
 'SOCIALE ANGST', OPSTANDIGHEID...
  5. 5. EMOTIES IN CRISISCOMMUNICATIE Ontken en onderdruk emoties niet maar leer mensen er op 
 een constructieve manier mee om te gaan.
  6. 6. INTERN PROCESCOMMUNICATIE
  7. 7. PROCESCOMMUNICATIE EXTERN
  8. 8. HOE DAN? GEVOELSWOORDEN
  9. 9. CORONA COACH Hoe 'hou je de boel bij elkaar'? 
 Medewerkers en klanten... Motiveren, ondersteunen en faciliteren
  10. 10. BEREID JE VOOR 
 OP HET NIEUWE 
 NORMAAL MISSCHIEN WEL HET ONDENKBARE
  11. 11. COMMUNICATIE 
 NA CORONA? + Globalisering maakt plaats voor wat dichtbij is + Ander gedrag (introvertere en minder open cultuur) + Overheden met regels, politiek een ruk naar rechts
  12. 12. MARKETING 
 IN EXCEPTIONAL 
 TIMES
  13. 13. CMO'S ARE FOCUSSING ON: 1) Protecting employees 2) Assessing how their business can help 3) Understanding appropriate role of advertising Source: research from the CMO Growth Council COVID-19 taskforce
  14. 14. 1.PROTECTING EMPLOYEES
  15. 15. 2.LOOKING FOR 
 WAYS TO HELP
  16. 16. IF COMPANIES WERE 
 WITH US WHEN 
 THE SHIT HIT THE FAN, 
 WE WILL BE WITH 
 THEM AFTERWARDS 
 BECAUSE OF IT. Mark Ritson
  17. 17. DID THEY HELP? Find out how a company 
 or celeb behaved during the Coronavirus pandemic <enter company or celeb>
  18. 18. 3.UNDERSTANDING 
 APPROPRIATE ROLE 
 OF ADVERTISING
  19. 19. JUST 8% 
 OF CONSUMERS THINK BRANDS SHOULD STOP ADVERTISING DUE TO 
 THE CORONAVIRUS 
 OUTBREAK Source: global Kantar research with 35.000 consumers
  20. 20. No notable impact We have upped the budget/frequency of our campaigns We have lowered the budget/frequency of our campaigns Campaigns (offline/online) have been postponed Sales appointments are being cancelled We are considering cancelling or rescheduling events We have cancelled or rescheduled events 0 10 20 30 40 50 60 70 IMPACT ON PROMOTIONAL ACTIVITIES Source: NIMA Enquete onder marketeers, maart 2020 %
  21. 21. MARKET SHARE SUFFERS DESPITE RESUMING ADVERTISING 1% 0% -1% -2% -3% Year 1 Year 2 Year 3 Region A 
 market share Source: What happens if I stop advertising? WARC 2020 Region B 
 market share
  22. 22. TRUE LEGENDARY BRANDS ARE BUILT AT THIS TIME. 
 (THE CRISIS IS...) NOT ONLY A CHANCE TO SURVIVE, 
 BUT PERHAPS ALSO 
 TO SURPASS YOUR COMPETITOR Mark Ritson
  23. 23. OPPORTUNITY 1.8 1.2 0.6 0 Cut Maintain Increase Source: Tony Hiller: Successful Competitive Strategies for recession and recovery THOSE THAT INCREASE EXPOSURE DURING DOWNTURN CAN GAIN UP TO 3X MORE MARKET SHARE WITH SAME LEVEL OF INCREASE COMPARED TO NORMAL TIMES Market share % point Changes in marketing spend (as % market size)
  24. 24. CONSUMER NEEDS / THOUGHT STARTERS Slow living Isolation Boredom Family time Rediscovering cooking Virtual adventures Sustainability Keeping fit Local community Re-order finances Personal growth Home improvement Mental health Binging Helping 
 others Education Gardening Planning ahead
  25. 25. -10 -5 0 5 10 15 20 25 30 35 '17 '18 '19 '20 NIKES YEAR OVER YEAR SALES GROWTH IN CHINA %
  26. 26. IF ONE THING SEEMS CLEAR FROM CHINA’S NEW NORMAL, IT IS THAT DIGITAL TECHNOLOGY HAS FORCED A LARGER PLACE IN PEOPLE’S LIVES, WITH LIVE-STREAMING AND E- COMMERCE THE NEW NORMAL. Source: The Drum: China’s new normal: how brands are starting to bounce back from coronavirus
  27. 27. A ROAD MAP TO BRAND RECOVERY BEFORE PHASE ONE PHASE TWO PHASE THREEPHASE TWO Pre-outbreak Community outbreak Containment Market recovery BRAND JOURNEY THROUGH COVID-19 NORMAL LIFESTYLE HOMEBOUND ECONOMY Consumers adapt to social distancing RESUMPTION OF 
 ‘NEW NORMAL’ LIFESTYLE Daily living normalizes slowly as situation improves PREPARATION
 + STAKEHOLDER MAPPING + CRISIS MANAGEMENT + SCENARIO PLANNING IMMEDIATE RESPONSE + MONITOR SITUATION + COMMUNITY SUPPORT + EDUCATE & INFORM PIVOT & ADAPT + MONITOR BRAND & MARKET SENTIMENT + ADAPT BUSINESS TO SITUATION + ASSESSMENT TO IDENTIFY RIGHT TIME FOR RECOVERY CAMPAIGNS MARKET REVIVAL + INSIGHTS PER MARKET READINESS + ACTION "NEW NORMAL" COMMUNICATIONS + ENGAGE AND INSPIRE THROUGH CALL- TO-ACTION CAMPAIGNS Source: Covid-19 recovery planning for brands, Sinclair Consumer 
 behaviour Brand
 communications 
 focus
  28. 28. SUMMARY In these challenging times, the following questions can guide you in your plan of attack: 1) What can we do to protect our employees (physical and mental wellbeing) ? 2) How can we help now? 3) How must our brands adapt to survive? 4) What will the world look like when we emerge from this thing? 5) What are the consequences of changed consumer needs and behaviour for our marketing efforts?
  29. 29. RESOURCES
  30. 30. DOWNLOADABLE RESOURCES GWI Coronavirus Research | March 2020 Release 3: Multi-market research www.globalwebindex.com trends@globalwebindex.com © Copyright GWI 2020 What happens if I stop advertising? WARC, 2020 Coronavirus research, 
 GWI, march 2020
  31. 31. DOWNLOADABLE RESOURCES Covid-19 recovery planning for 
 brands, Sinclair, 16 march 2020 Advertising in a recession, 
 Guy Consterdine, 2009
  32. 32. DOWNLOADABLE RESOURCES Global ad trends: FMCG & COVID-19, WARC
  33. 33. ARTICLES + Coronacrisis vijftig ondernemers en marketeers vertellen over de impact en kansen in hun business + Louis Vuitton Debuts Sneaker Collection via WeChat + Forget about empathetic emails and start making your brand money + How Advertisers Are Responding to the Coronavirus Crisis + Coronataal: Adverteren in crisistijd + Brand lessons from China in connecting with consumers during COVID-19 outbreak
  34. 34. ARTICLES + Coronavirus Hits China Ad Spending + Beyond coronavirus: The path to the next normal + During the COVID-19 crisis, CMOs are looking inside to help outside + Corona in marketingland: samen op zoek naar zekerheid + Wat we van China kunnen leren over onze economische toekomst + Research your way out of a crisis: COVID-19’s effect on consumer behavior

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