Handling Crisis - a markter's perspective
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This document provides an overview of crisis management strategies for marketers. It discusses that crises can come in many shapes and sizes, from internal issues to changes in market dynamics. It also notes that some crises are small like ant bites while others are larger threats. The document then offers examples of companies that have pivoted their operations during the COVID-19 pandemic. It recommends transparency, use of media and technology, and rebuilding trust as key pillars of an effective crisis response. Finally, it emphasizes the need for preparation and navigating the crisis to steer the company back on course.
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Handling Crisis - a markter's perspective
- 1. PAVITHRA CHARAN SANKARAKRISHNAN A Marketer’s Perspective To HANDLINGCRISIS
- 2. Steven V. Thulon, Author “ Conflict builds Character. Crisis defines it.” WHAT IS TRUE OF INDIVIDUALS, ALSO APPLIES TO BRANDS
- 4. • Internal: Leadership, Malpractice, Whistleblowing, Confidence • Market led: Dynamics, Change • Reputation: Perceived problems, Real problems, By Association CRISIS-whatcanbringaboutone
- 7. SOME CRISES ARE LIKE ANT BITE SHARP SHORT SMALL IN SCALE OTHERS ARE LIKE A CHARGING RHINO BIGGER MORE DANGEROUS WILL YOU SURVIVE?
- 8. THEYDIFFERINSPEEDOFBUILD SLOW FIRE BLIZZARD OR BLITZKRIEG Hits you fast builds up over time
- 10. COVID19 -GlobalHealthCrisis EAR BUDS COMPANY PIVOTING TO COVID TEST SWABS TEXTILE EXPORTERS MAKING PPE AND FACE MASKS RESTAURANTS DELIVERING PRODUCE Isthereanopportunitytopivot,innovate,recalibrate?
- 11. “A crisis is an opportunity riding a dangerous wind.” Chinese Proverb The word crisis in Chinese, is made of two parts. One means danger and the other means opportunity.
- 12. A GREAT CASE STUDY OF COMMUNICATION & CUSTOMER ENGAGEMENT TO RETURN STRONG FROM A CRISIS CrisisManagement -theMaggiway
- 14. George Washington, 1st President of USA “It is better to offer NO excuse than a bad one.”
- 15. SILENCEAS A CRISIS MANAGEMENT STRATEGY MAYBE FOR AN ANT SCALE CRISIS? MAYBE WHEN YOU HAVE NOTHING TO SAY? Example 1: SaveBradsWife campaign when the employer company never spoke up Example 2: Some of UBER’s scandals when their CEO made it worse with his statements
- 16. CRISIS BROUGHT ON BY YOUR ACTIONS OwnUp In April 2017, Adidas sent an email to select customers with the subject line, “Congrats, you survived the Boston Marathon!” While most would agree that running a marathon is an impressive feat of stamina, their phrasing inadvertently made light of the devastating Boston Marathon bombing in 2013
- 18. TRANSPARENCY Own Up Communicate Be Open MEDIA & TECHNOLOGY Leverage Digital Online Solutions 360 deg media plan WIN BACK TRUST What did you FIX Demonstrate INTENT Showcase ACTION
- 19. THIS TOO SHALL PASS… 1.ALLHANDSONDECK 2.PREPARE 3.NAVIGATEtoSTEER 4.BACKONCOURSE
- 20. THANK YOU THEREISA RAINBOW… If you handle it right and survive… In all likelihood.. at the end of it all.. with or without a pot of gold :-)
- 21. SOME OF MY RESEARCH SOURCES • MIT SLOAN MANAGEMENT REVIEW: How to save your Brand in a Crisis (2010) • CMS WIRE: Marketing in a Time of Crisis • HT MEDIA : DigiPerform Digital Marketing Training: How Nestle used Social Media to return from Crisis