This document provides a roadmap for brands to plan their recovery from the COVID-19 crisis in three phases: immediate response, pivot and adapt, and market revival. It outlines expected consumer sentiment and behaviors at each phase based on learnings from China. During the immediate response phase, brands should demonstrate social responsibility and support communities. In the pivot and adapt phase, brands adjusted business models to the homebound economy by adapting operations and content. The market revival phase involves planning campaigns to reengage consumers as markets recover. The roadmap advises brands to react quickly, adapt to changing realities, empower communities, and stay positive throughout the recovery process.
This is a slideshare of 20 different products who advetise. Their communication strategy, value proposition and the reason or importance of their advertisement are mentioned.
Why is this Session important?
Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.
Business proposal to ACUMEN on investing for equity in THINX, in the framework of "Strategic Design & Management in New Economies" course in Parsons - The New School.
Scope: Empower women and support equality by making menstruation challenge easier using innovation, and socially acceptable through education.
(MS Strategic Design & Management, Global Executive)
Suchismita Roy-Marketing, CSR, Communications & Public AffairsSuchismita Roy
Seasoned industry professional with 19+ years of insightful experience and strategic focus of Corporate Communications, Internal & External Communications, Brand & Marketing Communications, Media Relations, Public Affairs, Reputation & Crisis Management, Corporate Brand Management, Digital & Social Media, Content Development, Stakeholder Management, Government Affairs, Policy Advocacy, Corporate Social Responsibility, Market Study & Research, New Business & Market development.
Industry Insights: Agrochemicals, Agriculture, Crop protection, Agro-Chemicals Crop Biotechnology, Auto Manufacturing, Telecom, Information Technology & Software, Direct Selling & FMCG.
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.
Strategic Communictions_Suchismita_Corporate & Public AffairsSuchismita Roy
Seasoned industry professional with 20+ years of insightful experience and strategic focus of Public Affairs, Government Affairs, Policy Advocacy, Partnerships, Stakeholder Management, Corporate Social Responsibility, NGO Management, Sustainability, Reputation & Crisis Management, Media Relations, Internal & External Communications, Marketing & Sales, Digital Marketing, Content Development, Market Study & Research, New Business & Market development.Insights: Agriculture, Crop Biotechnology, Agro-chemicals, Auto Manufacturing, Telecom, Information Technology & Software, Direct Selling. Extensive knowledge of latest market trends representing Industry associations, Thought Leadership, Perception Management tools, Digital/Social Management trends, combining communication practice of Online and offline mediums. Ability to work along Global platforms with diverse industries, best practices and multicultural & multi-cultural employees. Possessing spokesperson speaking ability.
-Knowledge: Awareness Crop Protection Industry, Agriculture Advocacy, Crop Biotechnology, Food Security Index, Farming Communities, Pollinator programs, for Golden Rice Program, Kaizen, 5S, TQM (Total Quality Management), TBM (Tata Business Management) for Auto Industry, DPS (DuPont Production System), Environment, Health, Safety, Ethical Business behavior, Child Labour Prevention programs in cotton fields, Profiling Food Security Index with Government functionaries & Regulatory authorities. Leveraging Market research & study papers for establishing new industries and identifying events, seminars, workshops for key Industries. Creating and identifying speaking opportunities on scientific communications and industry trends.
-Established as a communications expert & speaker on acceptance of Crop Protection & Crop Biotechnology in Asia. -
-Design & Developed the Digital & Social Media Strategy for Perception Management & Image Building through sustained advocacy tools and Outreach Focus for Crop Protection Industry with a success rate of 50% within one year.
Created a recognition platform for ABLE-AG / Crop Life Asia as the Nation’s leading independent industry body for Agri-Biotech (Genetically Modified crop acceptance in India, Asia). Developing Partnerships, Position papers, Media Articles, Crop Biotechnology Collateral, Digital Communications on Genetically Modifies crops, Golden Rice Acceptance, Organizing & Speaker Management on Crop Biotech, Regulatory Science, Involvement of Key Scientists in Scientific Discussions.
-Created a Concept of Young achiever awards across locations- creating a brand value for the Organisation in the telecom segment.
-Drove the corporate communication initiatives for the company by setting up the Internal & External Communication Process for the Greenfield Auto Manufacturing unit; Plant Communications- Reinforcing the Vision, Mission, Core Values, and Tata Code of Conduct, Tata Business Excellence Model, Govt & Community Relatio
Seasoned industry professional with 20+ years of insightful experience and strategic focus of Public Affairs, Government Affairs, Policy Advocacy, Partnerships, Stakeholder Management, Corporate Social Responsibility, NGO Management, Sustainability, Reputation & Crisis Management, Media Relations, Internal & External Communications, Marketing & Sales, Digital Marketing, Content Development, Market Study & Research, New Business & Market development.
Social Marketing for Health, by Sarah Toy for SustransSustrans
This set of slides is from the The National Social Marketing and Communications for Health Conference: Changing Behaviour, Improving Outcomes 2014, and was delivered by Sarah Toy, Sustrans' Head of Workplace, Education & Community Projects.
The current marketing assignment presents the reflective analysis of two articles where one relates to the marketing trends and another one explores the concept of misconception of consumers while buying sustainable products.
Finding Balance in Adversity: COVID-19 Playbook for BrandsMaggie Malek
In this environment, talking about marketing can feel like we are taking advantage of the current crisis. Selfish and VERY strange. But it is exactly during these times of crisis that we must step-up and examine the role we play as marketers and brands to drive the economy.
The consumers who buy our products on the shelf at the store (or online, with this new normal) are made up of people, just like you and me. If you work in advertising, the same goes for the brands that you serve. These are all people; they have fears and dreams. Mortgages and stock options. Friends, neighbors, siblings and grandparents. There are so many things to worry about. Our brand partners are also worrying about their people – the staff that work in fulfillment centers, the customers they serve and the communities they volunteer in. The lives that we touch as marketers are in the millions, and even in the face of uncertainty, we must continue on.
But we must do it with empathy, keeping all of those people in the center of the choices we make.
At MMI, we are here to serve you, both the brands we work with and all of our sister agencies and small businesses who are looking for help. We are undaunted by the task ahead of us. To help you manage your business through this time, we have created a brand playbook you can use. It’s compiled of actionable next steps based on our long experience with consumer understanding and our path-to-purchase obsession, as well as our deep understanding of integrated communication crisis strategy for global brands. We have also leveraged global learnings from our sister agencies, ForwardPMX and HarrisPoll.
Sabiha Shakil — Getting Your Digital Content Strategy Right in Times of CrisisSemrush
These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Getting Your Digital Content Strategy Right in Times of Crisis". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-getting-your-digital-content-strategy-right-in-times-of-crisis/
This is a slideshare of 20 different products who advetise. Their communication strategy, value proposition and the reason or importance of their advertisement are mentioned.
Why is this Session important?
Eureka! You’ve found a problem you’d like to solve and have done the research to validate your business plan. You’ve founded a company, completed your business map canvas, practised your elevator pitch, raised your first lot of funding and are building the MVP. Can’t the marketing and communication plan wait? Where and when does one even start? How much should you budget for marketing and communication? How much is too much? Can you do it all in-house and yourselves or should you hire an external agency?
Necessity is often the Mother of Invention, and any startup founder will realise that publicity, publicity, publicity and sales, sales, sales are key to advancing a successful startup.
At this interactive 100-minute session, you’ll discover the essential tool-kits for an IMC campaign, learn from proven case studies and build the framework you will need to create your very own integrated marketing communication campaign. By the end of the session, you would have at the very least an understanding of what’s next; whether you choose to HACK IT yourself or HIRE A GURU.
Why now?
If you’ve not thought about how you intend to market your startup products or service then you must make this a priority! Your marketing and communication strategy will make or break your business and it is essential to get it as streamlined as possible from the very beginning. A solid marketing and communications strategy forges and maintains connections, allowing your business to work efficiently towards its goals. For those of you who have already put in place your marketing and communications plans this course will offer you ample opportunity to validate your decisions and will provide further inspiration and knowledge.
What it's not?
The interactive talk is organised by Proficeo, and is FREE to anyone interested in attending. CGP companies who are seeking genuine or even comparative quotations are welcomed to request for a proposal from the speaker, but that will be a separate discussion.
Who is it for?
This session is suitable for startup founders and their CMO or marketing communication team who will be executing the tasks. This will be especially useful for CGP companies who are going to market (G2M) and going for growth (G2G).
Can I give this a skip?
Sure – if you are already working with PR and marketing consultants or have engaged an in-house team to formulate your marketing and communication plans, you may feel like you can sit this one out. However, this could be a useful opportunity for you to be exposed to new thought processes and methods that may leave you looking at your current setup in a different light.
For speaker engagement, contact: KL at gointernationalgroup.com.com.
Business proposal to ACUMEN on investing for equity in THINX, in the framework of "Strategic Design & Management in New Economies" course in Parsons - The New School.
Scope: Empower women and support equality by making menstruation challenge easier using innovation, and socially acceptable through education.
(MS Strategic Design & Management, Global Executive)
Suchismita Roy-Marketing, CSR, Communications & Public AffairsSuchismita Roy
Seasoned industry professional with 19+ years of insightful experience and strategic focus of Corporate Communications, Internal & External Communications, Brand & Marketing Communications, Media Relations, Public Affairs, Reputation & Crisis Management, Corporate Brand Management, Digital & Social Media, Content Development, Stakeholder Management, Government Affairs, Policy Advocacy, Corporate Social Responsibility, Market Study & Research, New Business & Market development.
Industry Insights: Agrochemicals, Agriculture, Crop protection, Agro-Chemicals Crop Biotechnology, Auto Manufacturing, Telecom, Information Technology & Software, Direct Selling & FMCG.
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
The study of this thesis highlights the direct importance of Sustainable Development in businesses. Sustainability presented here is concerned about the future based on three dimensions: Society, Economy and Environment. For this reason it employs the Societal Marketing Concept instead of the traditionally used Selling Concept as a marketing strategy. Selling products is not the only concern of companies anymore. They need to understand the needs of consumers and of society in order to satisfy them. It also utilizes the Corporate Social Responsibility model as one of the fundamental tools for the company to develop its business. Furthermore, this study exposes the essential meaning of Business Ethics when dealing with Sustainability. It is extremely significant for a company to practice Business Ethics otherwise it will have negative results resulting from its behavior. This thesis not only emphasizes Societal Marketing and Sustainability as two disconnected scopes; it also highlights the synergy between them. Synergy is defined as the sum of two and two equaling to five - Yes, five. This means that synergy is a method of combining different business sectors in a way that delivers unexpected results, innovation, and a competitive advantage that all companies seek. Understanding the essential need of synergy and the application with Sustainability and Societal Marketing this study forges a Sustainability Sweet Spot. This synergy between Sustainability and Societal Marketing works in real companies by achieving new products and management methods, as shown in a case study of Natura Cosmetics, a successful Brazilian Company that a leads its industry.
Strategic Communictions_Suchismita_Corporate & Public AffairsSuchismita Roy
Seasoned industry professional with 20+ years of insightful experience and strategic focus of Public Affairs, Government Affairs, Policy Advocacy, Partnerships, Stakeholder Management, Corporate Social Responsibility, NGO Management, Sustainability, Reputation & Crisis Management, Media Relations, Internal & External Communications, Marketing & Sales, Digital Marketing, Content Development, Market Study & Research, New Business & Market development.Insights: Agriculture, Crop Biotechnology, Agro-chemicals, Auto Manufacturing, Telecom, Information Technology & Software, Direct Selling. Extensive knowledge of latest market trends representing Industry associations, Thought Leadership, Perception Management tools, Digital/Social Management trends, combining communication practice of Online and offline mediums. Ability to work along Global platforms with diverse industries, best practices and multicultural & multi-cultural employees. Possessing spokesperson speaking ability.
-Knowledge: Awareness Crop Protection Industry, Agriculture Advocacy, Crop Biotechnology, Food Security Index, Farming Communities, Pollinator programs, for Golden Rice Program, Kaizen, 5S, TQM (Total Quality Management), TBM (Tata Business Management) for Auto Industry, DPS (DuPont Production System), Environment, Health, Safety, Ethical Business behavior, Child Labour Prevention programs in cotton fields, Profiling Food Security Index with Government functionaries & Regulatory authorities. Leveraging Market research & study papers for establishing new industries and identifying events, seminars, workshops for key Industries. Creating and identifying speaking opportunities on scientific communications and industry trends.
-Established as a communications expert & speaker on acceptance of Crop Protection & Crop Biotechnology in Asia. -
-Design & Developed the Digital & Social Media Strategy for Perception Management & Image Building through sustained advocacy tools and Outreach Focus for Crop Protection Industry with a success rate of 50% within one year.
Created a recognition platform for ABLE-AG / Crop Life Asia as the Nation’s leading independent industry body for Agri-Biotech (Genetically Modified crop acceptance in India, Asia). Developing Partnerships, Position papers, Media Articles, Crop Biotechnology Collateral, Digital Communications on Genetically Modifies crops, Golden Rice Acceptance, Organizing & Speaker Management on Crop Biotech, Regulatory Science, Involvement of Key Scientists in Scientific Discussions.
-Created a Concept of Young achiever awards across locations- creating a brand value for the Organisation in the telecom segment.
-Drove the corporate communication initiatives for the company by setting up the Internal & External Communication Process for the Greenfield Auto Manufacturing unit; Plant Communications- Reinforcing the Vision, Mission, Core Values, and Tata Code of Conduct, Tata Business Excellence Model, Govt & Community Relatio
Seasoned industry professional with 20+ years of insightful experience and strategic focus of Public Affairs, Government Affairs, Policy Advocacy, Partnerships, Stakeholder Management, Corporate Social Responsibility, NGO Management, Sustainability, Reputation & Crisis Management, Media Relations, Internal & External Communications, Marketing & Sales, Digital Marketing, Content Development, Market Study & Research, New Business & Market development.
Social Marketing for Health, by Sarah Toy for SustransSustrans
This set of slides is from the The National Social Marketing and Communications for Health Conference: Changing Behaviour, Improving Outcomes 2014, and was delivered by Sarah Toy, Sustrans' Head of Workplace, Education & Community Projects.
The current marketing assignment presents the reflective analysis of two articles where one relates to the marketing trends and another one explores the concept of misconception of consumers while buying sustainable products.
Finding Balance in Adversity: COVID-19 Playbook for BrandsMaggie Malek
In this environment, talking about marketing can feel like we are taking advantage of the current crisis. Selfish and VERY strange. But it is exactly during these times of crisis that we must step-up and examine the role we play as marketers and brands to drive the economy.
The consumers who buy our products on the shelf at the store (or online, with this new normal) are made up of people, just like you and me. If you work in advertising, the same goes for the brands that you serve. These are all people; they have fears and dreams. Mortgages and stock options. Friends, neighbors, siblings and grandparents. There are so many things to worry about. Our brand partners are also worrying about their people – the staff that work in fulfillment centers, the customers they serve and the communities they volunteer in. The lives that we touch as marketers are in the millions, and even in the face of uncertainty, we must continue on.
But we must do it with empathy, keeping all of those people in the center of the choices we make.
At MMI, we are here to serve you, both the brands we work with and all of our sister agencies and small businesses who are looking for help. We are undaunted by the task ahead of us. To help you manage your business through this time, we have created a brand playbook you can use. It’s compiled of actionable next steps based on our long experience with consumer understanding and our path-to-purchase obsession, as well as our deep understanding of integrated communication crisis strategy for global brands. We have also leveraged global learnings from our sister agencies, ForwardPMX and HarrisPoll.
Sabiha Shakil — Getting Your Digital Content Strategy Right in Times of CrisisSemrush
These slides were presented at the SEMrush webinar "5 Hours of Content Marketing | Getting Your Digital Content Strategy Right in Times of Crisis". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-content-marketing-or-getting-your-digital-content-strategy-right-in-times-of-crisis/
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Impact of social media on consumer spending.pdfAniket Kangane
My college project on the impact of social media on consumer spending is a fascinating topic that can shed light on the growing influence of social media platforms on modern commerce. Social media platforms such as Facebook, Instagram and YouTube have transformed the way consumers shop, interact with brands, and make purchasing decisions.
Media relations-in-the-covid-19-news-cycle-enW7Worldwide
W7Worldwide Marketing Communications Consultancy Agency has released a 7-step guide to creating the right Media Relations strategy for the post lockdown phase of the crisis.
Brands & Covid - How To Protect Your Brand: A Briefing For Marketing Leaders ...Alexander Niléhn
A BBH briefing on marketing in the time of COVID-19: how brands stay trading, stay helpful and emerge strong.
Will Lion, Managing Partner at BBH London, shares the key principles, thinking and data points on marketing in the time of COVID-19 – and encourages you to steal as much of it as you need.
--
bbhstockholm.se
bartleboglehegarty.com
Covid-19 and Marketing - A Briefing to Marketing LeadersHarry Guild
Covid-19 represents a humanitarian challenge that is unprecedented in recent times. How can brands stay trading, stay helpful and emerge stronger?
Hopefully, this will help. Will Lion, Managing Partner at BBH, shares the key principles, thinking and data points on marketing in the time of COVID-19 - and encourages you to steal as much of it as you need.
Marketing in the time of COVID-19: A briefingTess Cassidy
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
COVID-19 represents a humanitarian challenge that is unprecedented in recent times. Nations, economies, supply chains, workforces, relationships, sanity and spirits are being tested. Brands have the power to help - both the public and themselves - through this crisis. This briefing is intended to share instructive examples and data to guide marketing discussions; specifically in how marketing can help, the ways it can’t, what your teams can be mobilised to do in the coming months, how to overcome production challenges and how to vaccinate your brand to emerge well on the other side.
Real Estate Developers Staying Relevant through Brand Communications | LamudiLamudi Philippines
Real estate developers can prepare campaigns not only targeted to serve clients during this pandemic but also in the long-term. Here are some of the tactics that Lamudi highly recommends, which are categorized in short-term, mid-term, and long-term set-up: https://www.lamudi.com.ph/journal/brand-communication-strategies.
TOP 10 GLOBAL CONSUMER TRENDS 2021GINA WESTBROOK ATakishaPeck109
TOP 10
GLOBAL
CONSUMER
TRENDS
2021
GINA WESTBROOK
ALISON ANGUS
Not to be distributed without permission.
The data included in this document is accurate according to
Passport, Euromonitor International’s market research database,
at time of publication: January 2021
IntroductIon 1
THE BIG PICTURE
Every year, Euromonitor International identifies emerging
and fast-moving trends that are expected to gain traction in
the year ahead. These trends provide insight into changing
consumer values, exploring how consumer behaviour is
shifting and causing disruption for businesses globally.
Each of the 10 trends in this report follows the same format:
• Overview and defining characteristics
• Consumer behaviour and motivation
• Business environment and impact
• Outlook and strategic recommendations
2
The world changed for good, and bad, in 2020. The Coronavirus
(COVID-19) pandemic affected us all, and we acclimatised.
Emerging habits accelerated, and how we now behave,
spend and consume will never be the same. In 2021, we are
adjusting our actions, which can differ amongst consumers and
sometimes conflict.
We want to make the world better — either for our own sake or
for humanity. We want new ways to make life both convenient
and safe, inside and outside. Where we have the ability, we are
balancing our time creatively. Amidst the anxiety and turmoil, we
seek holistic, resilient solutions, more thoughtful consumption
and, in some cases, ways to fight back.
Resilience and adaptability are the driving forces behind the
top global consumer trends in 2021. The pandemic created,
influenced or accelerated each of these 10 trends, forever
altering consumer behaviour. Despite the hardships faced in
2020, consumers have not given up. They continue to find their
voice and push forward to advocate for a better tomorrow.
WHAT
ARE WE
IN 2021?
BuIld Back Better 3
BUILD BACK
BETTER
a Second cHance to create a
Better Future
Consumers demand that companies care beyond revenue, and they
no longer perceive businesses as profit-driven entities. Protecting the
health and interest of society and the planet is the new expectation,
following COVID-19, in order to Build Back Better.
Companies should help reshape the world in a more sustainable way,
leading a shift from a volume- to a value-driven economy and turning
the tide on social inequity and environmental damage.
BuIld Back Better 4
THE GREAT BEHAVIOURAL RESET
Using less plastic was the top priority for consumers
pre-COVID-19, followed by concerns over climate change.
During the pandemic, public attention shifted from
slower-moving environmental threats towards urgent social
priorities. Consumers expected brands to protect the health
and wellbeing of their workforce while also helping local
communities.
The health crisis profoundly impacted people’s needs and
shopping habits. Higher empathy for brands with a strong
sense of social re ...
Sustainable Brands, Eight Sustainability Platform, and other partners have joined together to launch the Framework for Action project, which is the first of its kind to explore the cutting-edge issues of sustainable consumer behavior change exclusively for the Brazilian market. The framework is a guide for marketing, communication, R&D and sustainability professionals, particularly at B2C companies, looking to promote environmentally and socially positive behavior through behavior change.
Webinar: How to Manage Social Media in a CrisisFalcon.io
As marketers, we know that we need a plan for what to do in case of an emergency. And yet, we all seem to be taken off guard with the COVID-19 pandemic situation we face today. What role should marketing and communications leaders play in the development of a response? What are the most critical actions to take now? Our hope is that we can help you quickly develop (or review) a response plan — and ideally learn something about planning for future crises in the process.
In this webinar, industry and emergency management expert, Andrew Boyarsky, President at Pinnacle Performance Management and Clinical Associate Professor at NYU joins us with his perspective on why businesses everywhere need to take a step back and reevaluate their strategy.
Watch full webinar: https://www.falcon.io/webinars/social-crisis-management/
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
3. COVID-19 is a global humanitarian, health and economic crisis. In this
report, we present a roadmap towards recovery. We map expected
consumer sentiment at each phase along with considerations and
communications strategies for brands. We take learnings from the China
market which, as the epicentre of the outbreak, is now ahead on the
recovery curve.
This is an unprecedented global crisis, and brands need to consider an
unprecedented response. Working alongside government efforts and
supporting their stakeholders and communities, brands have the
opportunity to respond with purpose and humanity. Actions taken by
brands during difficult times will be remembered for years to come, and
we encourage brand leaders to be brave in their response to COVID-19.
While protecting brand reputation is critical, this is also a time to think
about opportunity. In Chinese, the word ‘crisis’ is made up of two
characters: danger and opportunity. The characters symbolise the
resilience and optimism of the Chinese people, and their ability to
quickly pivot in times of uncertainty and change. This is a learning that
brands around the world can take to heart.
4. The path towards recovery is a journey. We do not just resume
where we left off before COVID-19. We’ve been through an
emotional experience together. We have grown and changed; our
perspectives are altered.
Brands that acknowledge and embrace this sentiment through
their communications strategies and recovery planning can win
hearts and minds as we move towards the new normal.
“
”
6. PREPARATION
Prepare for a potential community outbreak in each of your markets.
Assume it’s not if, but when.
7. PREPARATION
§ Develop business continuity plan and ensure communications teams are updated
§ Review and update Crisis Management Plan
§ Consider lessons from past experiences such as SARS and MERS
§ Scenario planning across all business operations
§ Stakeholder mapping and contingency alignment
§ Review internal and external communications channels , content pipelines and campaigns for
language and tone appropriateness
§ Prepare communications team and agencies with action plans
Brand Focus
8. IMMEDIATE RESPONSE
During a community outbreak, brands should demonstrate their corporate social responsibility by being
of service to their community. This is a time to understand the needs of employees and key
stakeholders, support local efforts to contain the spread and follow local government guidelines on
social distancing.
Brands can be proactive changemakers in their community by taking positive actions and stepping up to
the challenge.
P H A S E O N E
9. IMMEDIATERESPONSE
PhaseOne
Consumer Sentiment
§ Anxiety and fear
§ Safety and hygiene become the top priorities
§ Seek reassurance
§ Consumed by latest updates on news platforms, social
media and messaging apps
§ Look for “trusted” information sources
§ Homebound economy as people practice social
distancing
§ Consumer stockpiling
§ Reduce spending, except in sectors considered
essential
§ Feeling of community resilience emerges
§ Actively monitor latest government announcements,
sector competitor and stakeholder updates, and inform
senior management
§ Increase brand and customer sentiment analysis
§ Internal communications to ensure business continuity
plans are understood throughout operations
§ Employee engagement to assist, inform and reassure
§ Stakeholder engagement and support
§ Incident response plan based on transparency
§ Collaborate with industry and segment to align in
support of the wider community
§ Be of service to the community to support
containment
Brand Focus
10. IMMEDIATERESPONSE
PhaseOne Socially Responsible Actions
Positive measures taken to support the community in China
In midst of the initial outbreak, brands question the appropriateness of continued engagement on social media and proactive
media outreach. Examples from China show that brands who continued engagement with positive, supportive and informative
messaging about the proactive actions they were taking to be of service to the community garnered positive response.
Brands across industries contributed by funding or donating supplies or offering support to stakeholders. Actions include malls
reducing rents for tenants, retail stores implementing heightened hygiene measures and donations to frontline charities, such as
e-commerce giant Alibaba Group donating over RMB10 billion.
Brands across the China business
ecosystem donated funds or supplies
Uniqlo’s compassionate messaging, shares tips for fighting the virus and updates
the proactive hygiene measures implemented at their shops
Singapore Shilla Duty Free’s messages
of support and encouragement
11. IMMEDIATERESPONSE
PhaseOne
Estee Lauder was swift to respond with care
and compassion by taking community action
and making a donation to a charity focused on
assisting the frontline in Wuhan.
Their brand ambassadors for the Asia-Pacific
region Li Xian and Xiao Zhan shared good health
related messages. Global brand spokesmodel
Yang Mi also shared positive support and
encouraged audiences to get through the
current situation together.
Share Compassion & Care
Case Study: Estee Lauder
12. IMMEDIATERESPONSE
PhaseOne
“We produce whatever the
people need”
SGMW Motor
A shortage of supplies for medical and
frontline workers is one of the biggest
concerns during an outbreak of this
magnitude.
Finding creative solutions to this
community-wide problem, brands in
the automotive industry adjusted
their production lines. SGMW Motor
started production of masks and BYD
Motor invested in producing
sanitization products.
Address Community Concerns
Case Study: SGMW Motor & BYD Motor
13. IMMEDIATERESPONSE
PhaseOne
This is not a time to sell;
it is a time for community support.
§ Activate social
listening to
understand what
people are talking
about
§ Attentive to people’s
current mood and
needs
§ Analysis across key
consumer segments to
understand differences
§ Don’t be silent
§ Proactively engage with
audiences
§ Use simple messaging
that shows care and
support
§ Notify and educate
about measures taken
in response to the
outbreak
§ Realtime monitoring of
local situation across
media and social media
channels
§ Follow official
government and CDC
channels for first-hand
information and
updates
Situation
Monitoring
Brand
Monitoring
Sentiment Analysis Response
LEARNINGS
14. IMMEDIATERESPONSE
PhaseOne
Informative
Keep stakeholders
updated
Communicate
prevention and
safety measures
Supportive
Help those most in
need
Sincere
Assist without a
hidden agenda
Transparent
Use brand power to
help spread important
messages
Educative
Share useful
information and tools
Service Generous
Give and give back to
customers
Sensitive
Consider risks and
consequences before
actions or words
BRAND STRATEGY
15. PIVOT & ADAPT
As social distancing is implemented across society, compulsory and self-quarantine,
and work from home and school from home have become a reality for many.
Brands pivot to adapt to the homebound economy. Healthcare, wellness, hygiene,
FMCG and insurance brands are in high demand.
The experience of the homebound economy in China propelled the online
commerce, education and entertainment industries, amongst others, to adapt to
digital like never before.
It’s important that brands understand constantly shifting audience perceptions,
while taking the opportunity to find white space that showcases their brand’s
unique response.
P H A S E T W O
16. PIVOT&ADAPT
PhaseTwo
§ Home-based and active
§ Reduce spending on non-essentials,
especially luxury and lifestyle, as
economic impact realised
§ Looking for new styles of at home
entertainment
§ Responds well to positive messaging and
encouragement from brands that offer
support
§ Business impact analysis
§ Monitor brand and consumer sentiment to
understand pressure points
§ Pivot business model, keeping in mind brand values
and mission
§ Adapt business operations to enable offerings that
are compatible to the homebound economy
§ Outreach to suppliers and stakeholders
§ Be mindful of government guidelines
§ Start planning for recovery campaigns and initiatives
Consumer Sentiment Brand Focus
17. PIVOT&ADAPT
PhaseTwo
Decline
§ Health, hygiene and cleaning products
§ Social networking, gaming and online video apps
§ Insurance
§ E-commerce
§ E-learning
§ Online shopping
§ Food delivery
§ Work from home tools
§ Hobbies – cooking, cleaning, home decorating
Growth
§ Travel and hospitality
§ Amusement and theme parks
§ Out of home dining
§ Luxury
§ Fashion and retail
§ Beauty
§ Automobile
§ MICE market
§ Live sports and entertainment
§ Transportation
Sectors Most Affected
18. PIVOT&ADAPT
PhaseTwo
Constantly monitor real time
updates via social media,
messaging and news apps
Remote working and learning
is becoming second nature
Stock up food supplies and
take up cooking for both
necessity and as a hobby
Gaming, long videos, short
videos are key forms of
entertainment
Rise of Homebased Activities
Image Credit: BioRevive
19. PIVOT&ADAPT
PhaseTwo
Shifting Consumer Touch Points
Decline in offline media
§ Out-of-home advertising (OOH)
o Transport media
o Billboards
§ Print media
§ Cinema
§ Experiential
Growth in online media
§ Digital video platforms
§ Short video apps
§ TV ads
§ Music apps
§ Online & mobile gaming
§ Over-the-top (OTT)
§ Connected TV (CTV)
§ Online shopping sites & apps
§ Social commerce sites & apps
§ Podcasts
20. BRANDS PIVOT QUICKLY TO MEET CONSUMERS’ NEW REQUIREMENTS
Here is a sector overview of how brands responded in China
21. PIVOT&ADAPT
PhaseTwo
Following the cancellation of IELTS and TOEFL exams in
China in February and March, language learning app
Duolingo responded with a campaign to share their DET
online English exam as an alternative. Accepted by top
US universities, they reached out through an integrated
PR, social and influencer campaign to fill the market gap.
Yoga and activewear brand Lululemon and gym brand
Supermonkey launched video livestreaming yoga and
gym classes suitable for audience participation from
home.
Education, Learning & Wellness Brands Pivot Content
22. PIVOT&ADAPT
PhaseTwo
With customers predominantly at home,
online shopping becomes a pastime, even
though logistics and delivery services were
yet to resume full operations.
Fashion brands like Max Mara created
WeChat groups for community engagement.
Designer label MU launched live-streaming
sessions in addition to WeChat groups to
boost sales during the quiet periods for their
brick-and-mortar stores.
The creation of new brand communities that
leveraged their existing customer base,
shows how brands adapted quickly to the
ever-changing situation to ensure continued
sales channels.
Max Mara engaged through
its customer WeChat group
MU live-streamed
on Douyin to share their
message
Wanda Mall communicated
online sales through a
dedicated WeChat
mini-program
Offline Retail Goes Online
23. PIVOT&ADAPT
PhaseTwo
Demand for home delivery of food, groceries and supplies surged. Brands responded by creating new “contactless
delivery models” to allow for social distancing and reduce the risk spread. Brands like Hey Tea and Meitun launched
online advertising campaigns promoting these new services across social media. Starbucks launched a new “Starbucks
Delivers” programme in response to demand.
Contactless Delivery: Highly Sought-After New Service Offerings
24. PIVOT&ADAPT
PhaseTwo
At home and looking for entertainment,
work from home and education tools,
Chinese consumers turned to OTT,
gaming apps and video platforms in
larger numbers.
Consumers engaged with e-commerce
apps such as Taobao and JD. Social apps
like WeChat and Ding Ding launched new
functions to accommodate public needs
during the outbreak.
Alibaba’s instant messenger app
for corporate communications,
Ding Ding, was widely adopted
by students for e-learning.
WeChat launched a health
function to provide real time
updates on COVID-19 and
provide online health
consulting.
Douyin’s mother company Toutiao
broadcast their Chinese New Year
movie “Lost Series” on their apps
for free when cinemas shut down
so that no one had to miss out.
E-Commerce, Social Media, Video & Gaming Apps Boom
25. PIVOT&ADAPT
PhaseTwo
The economy is slowing down.
Travel is restricted. Events are
cancelled. People are confined at
home.
Nevertheless, they are actively
looking for online entertainment
and learning to keep them
occupied.
Anticipate how this new reality will
impact your business model. Which
areas are most affected, and which
require new levels of service or
support.
Based on your analysis, adapt your
business model. This requires quick
business-wide operational changes.
Reshape policy and measures, adapt
your communications model and
channel mix as necessary.
Understand the
new reality
Assess
business impact
Adapt business
model & operations
LEARNINGS
26. PIVOT&ADAPT
PhaseTwo
React quickly
Speed is the most
important commodity in
times of crisis. Don’t wait
and risk missing
the opportunity.
Stay connected with your
audiences, they want to
hear from you with
relevant content.
Adapt to new reality
The homebound economy
requires a different service
operations and engagement,
adapt now.
New formats
Consider live streaming,
community messaging
groups, online events and
experiential online
activations.
Engaging & active
Empower your community
with new tools, new ideas
and creative concepts.
Leverage the power of
community
Show community support
through positive messaging
and actions.
Stay positive
BRAND STRATEGY
27. MARKET REVIVAL
As the number of new cases begins to decline
and the recovered overtakes the current cases,
it’s time to consider launching your brand
recovery plan.
Although the outbreak is largely contained,
society and individuals will still need time to
trust the recovery. Consumers may still avoid
going out too often, consciously and
unconsciously spending more time at home or
in environments considered safe.
Not only are brands in recovery, consumers
are too. There are likely to be changes
reflected in people’s daily habits and
consumption patterns.
P H A S E T H R E E
28. MARKETREVIVAL
PhaseThree
§ Post-recovery release
§ Pent-up consumption
§ Excited to be back to normal
§ Cautiously optimistic
§ New learned behaviours
§ Use positivity and optimism as a
business communications tool
§ Capture opportunities for
business growth
§ Creative campaigns to re-engage
consumers
Consumer Sentiment Brand Focus
29. MARKETREVIVAL
PhaseThree
Sectors on the Rebound
Immediate Return to Growth
§ Travel and tourism
§ Dining out
§ Live entertainment and sports
§ Beauty and skincare
§ Wellness, gym and active lifestyle
§ Brick-and-mortar retail
§ MICE market
30. MARKETREVIVAL
PhaseThree
Emerging Trends
§ Surge in healthy living and balanced lifestyle will
reshape consumer decision-making and buying
behavior across sectors over the next year
§ Unmanned retail and driverless cars advance
smart city technology and digital automation as
people have adapted to new models and ideas
§ The great work at home experiment leads to
growth in tools and technologies that enable
remote working
§ After months of online schooling, adaptation to
e-learning sees a surge in education technology
and pick up of online courses
§ Hospital and healthcare understand new needs
and work to update their facilities and work
practices following this experience
§ Silvers segment, who were forced to adapt to
digital solutions, are a new force of online
consumption
31. Brands that prepare for recovery will build strong foundations for future growth.
Recover planning takes time, insights, creativity and business-wide commitment. Start early
and include a variety of business functions when brainstorming ideas to revive your brand.
As the market rejuvenates, remember to celebrate with your teams, your stakeholders and
your customers. We got through this together.
32. MARKETREVIVAL
PhaseThree
Plan ahead
Create campaigns to capture the
consumption power of consumers
and offset business losses.
Recovery is a
journey
Be ready
Ensure all aspects of your campaign
are ready to launch once insights
show market readiness.
Speak to
the heart
Weigh in on consumers’ emotional
needs and bonds, they were confined
at home with minimal social contact
throughout the outbreak.
Map
calendar
moments
Map key calendar moments that allow
brand storytelling to shine. Align
campaigns with moments of
celebration.
Think bricks-
and-mortar
When the time is right, create
immersive experiential activations
that bring people back to physical
locations. Consider pop-ups.
Don’t dismiss
digital
Online to offline is a relevant and
important part of integrated
communications. Learn from recent
experiences in digital activations.
Be alert and mindful of sentiment as
markets and consumers move
through the recovery journey.
BRAND STRATEGY
Prepare for
setbacks
There will be setbacks along the
recovery journey. Don’t let them
surprise you and take you off track.
33. MARKETREVIVAL
PhaseThree Recovery Planning Considerations
Ask, what really
matters to
consumers?
Double down
on being active
across channels
Consider key
calendar dates
Collaborate within
your industry
Get creative
Online to
offline
activations
Work with
influencers to
power content
Reward loyalty
Competitive
offerings and
promotions to lure
consumers back
Don’t forget the
new channels
created during
the outbreak
Take experiential
to new levels
Strong
call-to-actions
Make an
emotional
connection
Reassurance
and inspiration
When the time
is right,
celebrate
34. When this passes, which it will, we have the opportunity to come back stronger and
better. As communications marketers, let’s lead brands into the new normal with
creativity, empathy and bravery. Start crafting your roadmap to brand recovery now.
When the time is right, be ready to launch and be ready to prosper.
35. WE’D BE DELIGHTED TO SUPPORT YOU WITH
YOUR RECOVERY STRATEGY AND PLANNING
Kiri Sinclair
Founder & CEO
Kiri@
sinclaircomms.com
Stephen Millikin
Chief Operating Officer
Stephen@
sinclaircomms.com
Issues & Crisis Management
Rosanna Herries
Director – Head of
Sinclair Arts
Rosanna@
sinclaircomms.com
Arts & Culture
Jessica Man
Director – Head of
Business Development
Jessica@
sinclaircomms.com
Travel & Tourism
Kay Tsoi
Associate Director
– Digital
Kayt@
sinclaircomms.com
E-tailing &
Social Media
Holly Chan
Associate Director
Holly@
sinclaircomms.com
Retail & Consumer
Oliver Pearce
Director – Head of
Business Development
Oliver@
sinclaircomms.com
Corporate
Sai Roshini Daswani
Director – Head of
Business Development
Sairoshini@
sinclaircomms.com
Luxury & Lifestyle
36. About Sinclair
Sinclair is a multi award-winning independent PR,
digital, experiential marketing communications
agency.
We work across industry and sector with one goal in
mind – to create business impact for our clients
through persuasive storytelling. Our ability to embrace
new technologies and our bold approach to brand
communications builds value, inspires action, changes
opinion and grows reputation. Our expert team of
strategists deliver seamlessly integrated PR
programmes that ensure brands are shaping the
conversations that matter.
We influence.
SHANGHAI
302, Building No.1, 546 Yuyuan Road, Jing An District,
Shanghai, China (200040)
T (86) 021-6226-1337
Contact us
at talk@sinclaircomms.com
sinclaircomms.com
HONG KONG
7/F, 299 QRC,
299 Queen’s Road Central,
Sheung Wan, Hong Kong
T (852) 2915 1234
BEIJING
D05, 3/F, Block A,
No.9 Dong Da Qiao Road, Parkview Green, Chao Yang District,
Beijing, China (100020)
T (86) 010-5785-2307
SINGAPORE
#10-01, 1 George Street,
Singapore (049145)
T (65) 6816 8000
37. THANK YOU
COVID-19: The impact on industry: https://pages.eiu.com/rs/753-RIQ-438/images/coronavirus-report-v4-1.pdf
Assessing the impact: A cross industry view on the impact of COVID in China: https://consulting.kantar.com/kantar_a_cross_industry_view_on_the_impact_of_covid_in_china/
COVID-19 Coronavirus Facts & Updates:
https://www.mckinsey.com/~/media/mckinsey/business%20functions/risk/our%20insights/covid%2019%20implications%20for%20business/covid%2019%20march%209/covid-19-facts-and-insights-
march-9-2020-v2.ashx
COVID-19: Three scenarios for the impact on media planning: https://www.warc.com/newsandopinion/opinion/covid-19-three-scenarios-for-the-impact-on-media-planning/3448
Nearly 90% of consumers have changed their behaviour because of COVID-19: https://www.warc.com/content/paywall/article/warc-datapoints/nearly-90-of-consumers-have-changed-their-
behaviour-because-of-covid-19/132043
How Can Brands Boost Immunity Against the COVID-19 Virus: https://jingdaily.com/how-can-brands-boost-immunity-against-the-covid-19-virus/
S o u r c e s & L i n k s