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Marketing in a crisis: Marketing & Business Development in the age of COVID-19


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When crisis strikes it’s jarring. For business – it’s stressful. Uncertainty sets in. Anxiety ramps. NO matter the situation, questions inevitably surface around marketing. Do we stop? How do we pivot? How do we adjust in real-time to changing policies? Join Ryan Ruud, Founder & CEO of Lake One, a Minneapolis MN Marketing and Growth Firm, as he shares strategies and resources to help you better navigate the uncharted waters of crisis and discusses adapting to impact on marketing and business development.

Published in: Marketing
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Marketing in a crisis: Marketing & Business Development in the age of COVID-19

  1. 1. ®
  2. 2. Agenda ● ● ● ● ● ● ● ● 2
  3. 3. About Ryan ● ● ● ● ● ●
  4. 4. Adjust to the times Pivot operations, communications and functions to meet the challenges of the time Establish new norms Reacting to the situation Safety Remote work adjustments Plan for what’s next Identify opportunities to innovate and come out stronger than before
  5. 5. 5 ● ● ○ ○ ■ ■ ■ ● ● ●
  6. 6. Making it easy for people to do business with you by leaning into digital and leveraging the tools you already have at your disposal. 6
  7. 7. 7 No Digital Communication Channels Pick 1 to 3 channels that your customers are likely to hang out inSocial If you haven’t started building an email list, set up a free account with Mailchimp or a similar service so you can communicate regularly Email No website? No Problem. Companies like Wix and Squarespace make it easy to launch a site quickly Web
  8. 8. 8 Adapting Your Product or Service Offering Explore conferencing tools to pivot in person services to online. Workshops, brainstorms, discoveries and more can all be conducted virtually Online For brick and mortar establishments, consider delivery services of core productsAt Home If delivery isn’t an option, make core goods available for pick upOn the Go
  9. 9. 9 Brick and Mortar Locations are Closed with Inventory Available Consider platforms like Comment Sold which allow you to sell directly from Facebook and Instagram comments Comment Sold Post products available for purchase via social media and allow people to transact via email with Paypal or Venmo Email to Buy
  10. 10. 10 In-person Events Aren’t an Option Become the host of the event yourself and take it onlineOnline Pivot to direct outreach to organization's and people you wanted to engage with at the events Direct Pitch yourself as a guest author or speaker within industry publications that event attendees would read/listen to Become a Thought Leader
  11. 11. 11 Shared Platforms Update Use Policies Adjusted policies to protect against advertising that looks to capitalize on natural disasters or major events like COVID-19 Google Cracked down on ads that look to exploit products of major need (i.e. PPS, hand sanitizer)Facebook Expanded definitions around “harm” and increased review of content and adsTwitter
  12. 12. 12 Differentiating and Innovating in a Time of Crisis Differentiate and personalize your sales activity via video and tools like Vidyard and Loom to drive engagement Outreach Be open to doing things in ways different than you have in the past. i.e. Non profit that can’t hold a gala? How can you do that online? Necessity is the mother of all innovation Teach an Old Dog New Tricks Can you pivot and adjust your product or service to provide additional value to clients during the crisis? Move Towards the Greatest Need
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  14. 14. Adjusted expectations with clients & team around meetings & work setting Held virtual town halls with all clients to air concerns regarding their business Strategized client specific adjustments to marketing programs Adjusted Lake One content in service of providing added value during COVID-19 Slowly pivoting towards building new services and pipeline for year end and adjusting week by week 14
  15. 15. 15 Rolling 90days Approximate timeline Launch persona and lifecycle driven marketing programs and review cadence. Demand & Promotion Personas Lifecycle Content Analyze Nurture