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Presented by
2020 Trends
Surviving Today’s Ever-Changing World

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Presenters
Kalev Peekna
Managing Director,
Chief Strategist
John Simpson
CEO, Founder
Jen Frost
Managing Director,
Marketing

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“For some organizations, near-term survival is the only
agenda item. Others are peering through the fog of
uncertainty, thinking about how to position themselves once
the crisis has passed and things return to normal. The
question is, ‘What will normal look like?’ While no one can
say how long the crisis will last, what we find on the other
side will not look like the normal of recent years.”
Ian Davis, Former Managing Partner McKinsey & Co. – 2009

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A shock of this scale will create a discontinuous shift in the preferences and expectations of individuals
as citizens, as employees and as consumers. These shifts and their impact on how we live, how we work
and how we use technology will emerge more clearly over the coming weeks and months (McKinsey & CO).
On a Macro-Level: Behaviors Will Change
• Consumer preferences will be formed
during quarantine.
• New “experience & service models” will
exist post COVID-19.
• Technology, digital channels & innovation
will grow exponentially.
• Modernization across typical “in-person”
activities are inevitable.
• Work from home technologies and
policies will transform the business world.
• Supply chain, logistics and delivery
models will see an overhaul.

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1. Speed & Resiliency
2. Connections & Communications
3. Innovation & Purpose
4. Expertise & Information
Key Themes We Have Seen in the Last 6 Weeks

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Speed & Resiliency

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It's true that both Amazon and Microsoft are companies that are better equipped than
most to weather the storm of COVID-19. But every business can benefit from a redirection
of focus, whether you're a local restaurant or a solopreneur.
It begins by asking yourself the following questions:
• How can I change my business model to fit current circumstances?
• If I sell products, can I deliver?
• How can I improve my company's website and online presence?
• Can I allow my employees to work from home? How can I assist them to do so?
• Have I already invested in virtual meeting/video conference software?
• What preparations can I begin making today?
Source: https://www.inc.com/justin-bariso/jeff-bezos-just-posted-a-4-page-letter-to-amazon-employees-on-instagram-its-a-drastic-
change-for-company.html
How Your Business Can Survive the Coronavirus

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With unprecedented calls to
hospitals, doctors and critical care
facilities, chatbot technology,
telemedicine and even in-home
testing is being used to pre-triage
patients and guide them to the
appropriate care facility.
Rethinking Service Delivery…and Fast

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Rethinking Service Delivery…and Fast

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Rethinking Service Delivery…and Fast

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Refocusing Content to Be Relevant

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McKinsey & Company Provides Guidance

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Connections & Communications

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Unfortunate Email Communications
Uh, OK, Thanks for Letting Me Know…?
(aka the Companies You Least Expected to Have Something
to Say About Coronavirus)
Badly Timed Sales Pitches
Wait, Who?
(aka the Places You Visited or Interacted With Exactly Once,
Five Years Ago)

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Unfortunate Email Communications

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Gartner has good advice for brands seeking to avoid
communications missteps in a crisis moment, and much
of it boils down to being mindful about the WIIFM –
what's in it for me?
Remember the WIIFM
• Am I telling customers something different from other brands versus
saying the same thing as everyone else?
• Am I telling customers something they don't already expect of my
company or brand?
• Is the WIIFM conspicuous in the subject line and opening
paragraph?
• And, most importantly, is the WIIFM attuned to your customers'
needs right now?

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Helpful Email Communications

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The Giving Email Communications

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Feel Good Emails

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Information & Relevant Content

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With Anxious Audiences Consider other Options

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Going against conventional wisdom, these brands are actually sharing their
vulnerability and using that to activate their audience base.
Personalize the Experience

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Innovation & Purpose

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OpenIdeo: Communication Challenge with CDC

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Christian Siriano: Redirecting Resources

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Koval Distillery: Hand Sanitizer

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Adobe recognized that its pipeline of users and future loyalists
were unable to access its popular design software outside of
school. Rather than force the students to license the software
for use at home, they allowed free access to the creative cloud
until May 31, engendering incredible loyalty from educators and
students alike.
Adobe: Free Access to Creative Cloud

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Paul Weiss Pro Bono to Navigate Government Resources

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Natty Light Hosts College Graduation

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Expertise & Information

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PwC: COVID-19 Navigator

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Plante Moran: COVID-19 Tax & Business Impact

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Morgan Lewis: Legal & Labor & Employment Challenges

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Goldman Sachs: Research & Market Conditions

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Information-Rich Expertise

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Making Information Consumable with Visualization

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Making Information Consumable with Visualization

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Using Data to Add Value

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Takeaways

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Adjust Marketing Campaigns & Scheduled Content
• Decide what should be paused immediately.
• Consider what to prioritize or pivot.
Evaluate Your Imagery and Language
• Avoid visuals of crowds or people touching.
• Change language about close interaction.
• Swap out visuals if needed.
Short-Term Takeaways
Be Positive & On Brand
• Look to your “Brand” for guidance.
• Be personable.
• Stay on your toes.
Highlight How Your Brand Can Help
• Communicate your benefits.
• Create helpful content.
https://www.business2community.com/marketing/5-ways-to-do-smart-responsible-marketing-during-covid-19-02295026

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We’re interested to hear from you – how have you
had to adjust in response to the crisis?
Take our short survey: bit.ly/1N-COVID-19-Survey
We’ll share the broader results on our blog in the
coming weeks.
Survey: How Has the Crisis Impacted Your Organization?

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More of Our Thoughts on the Current Landscape

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Thank you!