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.

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2. Agenda
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3. About Ryan
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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

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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.
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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

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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

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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

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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

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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

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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. 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
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Rolling 90days
Approximate timeline
Launch persona and lifecycle driven
marketing programs and review
cadence.
Demand &
Promotion
Personas
Lifecycle
Content
Analyze
Nurture