A Workshop Created for La Jolla Village Merchants Association Members

1. Presented by Jodi Rudick,
La Jolla Village Merchants Association

2. In Your Chat Box…
What does it mean to you to “pivot?”

3. 3
Introduction – Jodi Rudick
● Current - Executive Director, La Jolla Village Merchants
Association (Best Job EVER!)
● Public Agency Marketing and Branding Specialist
● Parks Make Life Better (2008)
● Parks and Recreation – The Benefits are Endless (1994)
● Since 1994, has spoken in all 50 States
● Served Over 10 years as Park and Recreation Commissioner,
City of Oceanside, City of Carlsbad (California)
● CPRS/IPRA Webinar Faculty/Coordinator – 8 years

4. Before We Begin…
◦ We’re in this together. We are all living through a
historic pandemic.
◦ We are resilient. We’ve overcome many
obstacles in the past.
◦ There is no common “enemy.”
◦ The key message, #StayAtHome. #DoYourPart
◦ There are new heroes. Thank you to the
caregivers (people/places) on the front lines.
◦ There are varying degrees of fear. “Work hard
to protect yourself, your loved ones your
neighbors and the world.”
◦ Recent protests are only one side affect of
frustration.

5. What is Tragedy?
◦ Tragedy (Like Comedy) is Part of Life
◦ Personal
◦ Global
◦ Local
◦ Tragedy is in the eye of the beholder.
◦ For some, the tragedy of COVID-19 is the death of a
loved one
◦ For others, the tragedy is the cancellation of a party,
wedding, graduation, concert.
◦ All are legitimate.
◦ The only thing you can control is your attitude and
response
◦ Crisis sparks creativity and opportunity.
◦ Tragedy amplifies Triumph
◦ Pain is a more powerful motivator than pleasure

6. Hindsight Exercise
Hindsight is 2020!
Chat Box Activity
1. Choose a NON-COVID
“recent” crisis or tragedy that
impacted your agency?
2. What was it?
3. How did your agency respond?
4. What “grade” would you give
yourself?
5. What would you have done
differently?
6. What changed as a result of the
tragedy?
1. Norms
2. Policies
3. Behaviors
4. Values

7. Let’s Talk COVID-19
Recent Headlines
“The Paycheck Protection Program exhausted nearly $350 billion set aside
for low-interest loans to small businesses (Market Watch)”
“Models Predicting Spread of the Virus in the US Paint a Grim Picture.
Spike will return if orders relaxed too soon.” (NY Times)
“90% of All Americans Have Been Ordered to Stay at Home” (Business
Insider)
“Small Business Owner? This Forgivable Loan May Help Keep Your
Business Afloat During Coronavirus” (Forbes
“Shake Shack, Ruth's Chris and other chain restaurants got big PPP loans
when small businesses couldn’t.”
“Coronavirus Job Losses Could Total 47 Million, Unemployment May Hit
32%, Fed Estimates” (CNBC News)

8. Kubler Ross Stages of Grief
◦ Where are you? (In your chat box/poll)
◦ Denial
◦ Anger
◦ Bargaining
◦ Depression
◦ Acceptance

9. Stages of Grief
◦ Where are MOST YOUR CUSTOMERS? (In your chat
box/poll)
◦ Denial
◦ Anger
◦ Bargaining
◦ Depression
◦ Acceptance

10. Is it OK to
“Leverage” the
Crisis?

11. Stages of Grief
◦ How will you “leverage” the grief?
◦ (Please share one answer In your chat box…)

12. Consumer Behavior in the Age of
COVID-19
Media and Purchases
◦ Up to 70% are delaying major purchases until outbreak decreases
or ends – BUT:
◦ 95% of global consumers say they are spending more time on in-
home media consumption/activities
◦ 67% are watching more news coverage
◦ 53% are spending more time socializing as a family
◦ 51% are watching more streaming shows like Netflix
◦ 48% are watching more broadcast TV, while 48% reported watching more
streaming TV
◦ 45% are spending more time on social media
◦ 35% are listening to more streaming services
◦ 84% of internet users globally are doing some kind of exercising
or keep-fit activity during the outbreak. 40% say they will continue
exercising after the lock down is over.
Economic Concerns
◦ Concern is widespread, but younger consumers are worried
most.
◦ Over half of consumers expect the global economy (58%), or
their country’s economy (51%), to recover moderately or
extremely slowly.
◦ While 96% of Gen Zs are concerned, this drops to 90% among
baby boomers. And whereas almost 60% of Gen Zs
and millennials are very or extremely concerned, the same
sentiment is felt by just 40% of boomers.
◦ 90% of survey respondents have changed their behaviors
because of the virus.
Source: globalwebindex.com/coronavirus

13. Consumer
Spending
◦ April 9, 2020 vs. Pre-
shutdown

14. Who’s Thriving in the Crisis?
◦ Communications
◦ Training
◦ Online Meeting Platforms (Zoom, Microsoft Teams,
Facetime)
◦ Security Issues
◦ Internal vs. External
◦ Digital Media
◦ Telephone
◦ Brick and Mortar Shut Down
◦ Drop Shipping Model (AliExpress/Amazon/Etsy/
Shopify)
◦ Delivery
◦ Curbside Pickup
◦ Entertainment Services
◦ Content (Netflix, Disney+, Hulu)
◦ Equipment/Gear
◦ https://www.youtube.com/watch?v=AN6C352Gi0Y

16. Online Media Spikes With
Staying Power
◦ Online videos could have the greatest staying power after the outbreak ends in the U.S. and
among Gen Z and millennials especially.
◦ 76% of U.S. online video watchers say they plan to consume just as much of this content
when the outbreak is over compared to 58% in the UK.
◦ Over 70% of book readers say they intend to keep reading just as much when the crisis
ends – this is higher than all other forms of media.
◦ Gaming could have more staying power for millennials, with 77% of this group saying they
expect to continue gaming compared to 57% of Gen Z.
◦ Women are considerably more likely than men to continue reading and listening to podcasts
after the crisis ends, while men are more likely to continue livestreaming and playing video
games.
◦ 68% of millennial podcast listeners say they intend to keep consuming just as much after
the outbreak, indicating potential areas of revenue for digital content providers in the
aftermath of the crisis.

17. Gaming is Recreation
◦ Don’t judge!
◦ Types of Games
◦ Word Games (Words with Friends, Scrabble, Boggle)
◦ Puzzle Games – Gummy Drop!,
◦ Arts and Crafts (Coloring, Drawing, Design)
◦ Classics – Spades, Cribbage, Bingo, Monopoly
◦ Jigsaw Puzzles
◦ Adventures (Fortnite, Minecraft, Sea of Theives, Mario Kart Tour, et
al)
◦ Gaming is an important avenue for sports
leagues during the disruptions
◦ There’s a lot that sports leagues and teams can be doing to engage
their fans despite the disruptions. The most important of which is
offering them exclusive content (18%), redistributing old content, and
promoting live interaction with athletes (both on 17%).
◦ Many sports leagues have already been venturing into the world of
esports and gaming, and this is now one of the most credible
engagement channels that they should be focusing on in light of the
disruption.
https://parade.com/1012420/nicolepajer/best-online-games/

18. Apps are key in connecting people at this time –
but there’s key differences between markets
◦ In the U.S., Facebook holds to top place to connect with friends
and family at this time. 69% of consumers here are using
◦ Facebook and 66% say they’re using Facebook messenger. For
those with relatives overseas, WhatsApp is used more than other
apps to connect with friends and family.
◦ And in the U.S., Facebook (64%) and Instagram (63%) are most
used among Gen Z, while across all other generations and income
levels it’s Facebook and Facebook Messenger that they’re using
most.
◦ Apps like Zoom, Google Hangouts, Microsoft Teams are emerging
as essential communication tools

19. HOW WILL YOU PUT
THESE TRENDS TO WORK
FOR YOU/YOUR AGENCY?
ENTERTAINMENT | COMMUNICATION |
DELIVERY

20. Who’s Thriving in
the Crisis
◦ DIY - Creativity – Inner Artist
◦ Arts and Crafts Classes
◦ DIY/Home Improvement
◦ Pets
◦ Live in Peace with Your Pet
◦ Quiet Pet Toys
◦ Dog Training
◦ Home Schooling
◦ Afterschool Alternative
◦ Sport Leagues Alternatives
◦ Everyone’s a Chef
◦ Supermarkets
◦ Kitchen Accessories
◦ First Aid
◦ Cooking
◦ Wine/Alcohol/Beer

21. HOW WILL YOU PUT
THESE TRENDS TO WORK
FOR YOU/YOUR AGENCY?
HOME SCHOOLING | FIX/CREATE/DIY | PETS |
CHEFS

22. Who’s Thriving in the Crisis
◦ Life From Home
◦ De-cluttering
◦ Back Burner Projects (Scrapbooking, Photo Books, Photo Scanning)
◦ Home storage solutions
◦ Comfy Cozy
◦ Hoodies
◦ Socks
◦ Sleepwear/Pajamas
◦ Work from Home
◦ “Mobile” Accessories
◦ Holders to use phone while on zoom meetings, watching Netflix in bed
◦ Lap Desks, ergonomic – good for posture and body alignment
◦ New aches and pains? Back/Shoulders/Neck/etc.
◦ Gaming Accessories
◦ Little Indulgences
◦ Laughter is Good
◦ Memories

23. HOW WILL YOU PUT
THESE TRENDS TO WORK
FOR YOU/YOUR AGENCY?
HOME AS HAVEN | REMOTE WORK | LITTLE INDULGENCES

24. For Thursday…
Foresight is Better Than Blindsight Exercise
Create Your “Post” Stay in Place Plan
What does the first day
of work look like?
How will you
communicate with your
customers?
How will you
“celebrate” the return
to
work/business/serving
your customers?
How will you
acknowledge the
“grief?”
What will change as a
result of the tragedy?
Norms Policies Behaviors Values

25. Thanks for
Attending Part
One of Our Two
Part Workshop
◦ jodi@lajollabythesea.com
◦ 858-230-2725