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HOW TO NAIL YOUR
MESSAGING.
FOUND FORTNIGHTLY WEBINAR.
28TH MAY 2020.
I. WELCOME
NATALIE, BUSINESS DIRECTOR, FOUND.
II. UNCOMMON SENSE: MESSAGING IN A
CRISIS.
LEENA, CONTENT STRATEGIST, FOUND.
III. TEAR UP THE RULEBOOK: HOW TO
PREPARE FOR A POST-COVID WORLD.
JAMES, STRATEGY DIRECTOR, 48.1
AGENDA.
UNCOMMON SENSE:
MESSAGING IN A CRISIS.
MAY 2020.
WE'RE SAYING NOW, AND
USE SOME COMMON SENSE, AND YOU
SOCIALLY DISTANCE, YOU CAN
MEET UP WITH OTHER PEOPLE.
COMMON SENSE.
THINGS THAT
ARE COMMON
PEOPLE WITH
SENSE
20x magnification
So close, yet so far.
FIRST PAST THE POST.
UBIQUITOUS MESSAGING.
“WE’RE ALL IN THIS
TOGETHER”
“NEW NORMAL”
“IN THESE CHALLENGING
TIMES”
“EVEN THOUGH WE’RE APART”“NOW MORE THAN EVER”
“UNPRECEDENTED”
THE DILEMMA.
EVERYONE ELSE
SAYS NOTHING BE A CLICHÉ
SAY NOTHING
YOU
YOU ‘WIN’.
EVERYBODY LOSES. YOU LOSE.
EVERYBODY LOSES.
0
0
0
BE A CLICHÉ 0
BANDWAGONS.
45%
OF BRANDS ARE CHANGING
ADVERTISING AND CONTENT
TO MAKE MESSAGING MORE
RELEVANT TO THE CURRENT
SITUATION.
48%
OF MARKETERS SAY THEIR
COMPANIES HAVE SHIFTED
MESSAGING TO EMPHASISE
DIGITAL OFFERINGS.
400%
IS THE INCREASE IN PEOPLE
SEARCHING FOR
“HOW TO MAKE A TIKTOK”
SINCE MARCH 1ST.
DUALISM.
BUSINESS YOU PERSON YOU
20x magnification
The wall
FROM YOUR HAND
TO THEIRS.
DELAYED GRATIFICATION.
FROM 1980 TO 1985 COMPANIES
THAT CHOSE NOT TO REDUCE
MARKETING SPENDING DURING
THE TWO RECESSION YEARS
COLLECTIVELY INCREASED SALES
BY BETWEEN 16 AND 80%.
FIRMS THAT RAISED MARKETING
BUDGETS ENJOYED GAINS IN
MARKET SHARE.
MARKETING IN A RECESSION
DOES RESULT IN POSITIVE
PERFORMANCE MEASURES
AFTER RECOVERY.
MCGRAW-HILL RESEARCH 1986. GREENBURG, ERIC ROLFE 1993. SRINIVASAN, RAJI AND LILIEN, GARY
AND RANGASWAMY, ARVIND 2005.
THE EXAMPLES.
EVERYTHING IS CHANGING.
EVERYTHING IS STAYING THE SAME.
WILL WHAT YOU
OFFER CHANGE?
WILL HOW YOU
OFFER IT CHANGE?
WILL WHO BUYS
FROM YOU
CHANGE?
THANK YOU.
MAY 2020.
ANY
QUESTIONS?
Read more here:
https://www.found.co.uk/blog/messaging-crisis-
uncommon-sense/
Stay up to date for future webinars:
http://learn.found.co.uk/webinar-signup
THANK YOU
STAY IN
TOUCH.
HTTP://LEARN.FOUND.CO.UK/WEBINAR-SIGNUP

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