We definitely saw it coming
So the world has literally gone into crisis mode. There’s panic in the streets homes, people are stockpiling, we’re on the brink of a recession, and it’s safe to say the world as we know it will never be the same again. Even more so in the experiential marketing business, business events, and wider events industry as a whole.
Through this article, the goal is to be able to create a dialogue, explore, and share some of the lessons we’ve learnt going through the COVID-19 pandemic. So let’s dive in:
- We definitely had time to prepare.
As they say, hindsight is always 20/20, and in the near month-long RMO we’ve all had time to reflect and think on how much has changed in such a short amount of time – 22 days to be exact at the time of writing.Leading up to the RMO, one could estimate we had a good two weeks where we could have prepared for the immense transformation that was to be asked of us. We could have started laying down the groundwork necessary for us to slowly begin the shift; getting in touch with the right partners, staying ahead of the curve and planning out our agency initiative pitches that would eventually turn out to be the bread and butter to see us through this time. - It’s time for “Business Unusual.” So adapt, fast.
Suddenly, overnight, our entire industry was absolutely turned over upside down, and we had to quickly become a “digital first” agency. One that not only knew how to run virtual / online events, but one that knew how to convert physical events into virtual ones as well. Suddenly, we had to become an agency that could pull content and create content just to stay relevant to the market.Orange Internet cafes are renting gaming PCs to send to your homes. Hospitals are doing drive through Covid testing. Tomorrowland did a live streaming music festival. The situation needs creativity and a strong mandate to alter your tried and true business models. But these are uncharted waters and if you don’t adapt, you’ll sink. - Humility equals more brand affinity
Everything we’ve learnt about marketing teaches us that at the end of the day, the most important thing is to have a clear message that resonates with your audience – and it still holds true.Right now is the best time for brands to come out and show how they care for their consumers. Taking a good look at their purpose, and bringing that out in a way that creates an authentic and meaningful connection with their consumers. LVMH has done an almost labelless sanitizer, Lamborghini and Razer are making face masks and giving them away. These gestures show that your brand has a heart and soul and will be returned with brand love by consumers. - Diversify your content
With infection tolls consistently rising daily, it’s safe to say the world is a pretty gloomy place right now. And while it’s tempting to get on the bandwagon and create the next viral workout / cooking / challenge content, it’s also really important to remember that behind that mobile phone or laptop screen is a scared human being who is also bored and could probably use some good news or content that makes them smile. - Rescope your people, there’s always room at the table
It’s frightening news when you hear how many companies have had to downsize, or force their staff to take unpaid leave due to the lack of business. However, I feel it’s important at times like this to face uncertainty together. After all, this pandemic has presented us with an opportunity to expand our skill sets and lend a hand.
To conclude, it’s obvious we’re in this for the long haul; experts are saying it’ll take between 12 – 24 months for us to arrive at anything that resembles “normal”, maybe even longer for the travel and tourism industry. But, COVID-19 has presented us a golden opportunity for brands, agencies, and associations alike to band together to continue creating and sustaining a viable industry through this pandemic. It has also given us a big push to move into a smarter world of “Events 2.0”, at our level of technology, we’re only just beginning to uncover how far we can develop “online events”.
But at the core, it’s also important to remember that the golden rule doesn’t change: resonate with your audience through meaningful messages, and strengthen your brand’s affinity through authentic actions that are guided by your brand’s purpose. And finally, stay ahead of the curve by watching the trends change, and being proactive towards providing solutions that will encourage the economy.
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Illani Azalia is a budding strategist in the award winning Experiential Communications agency, Cake Experiential Communications Sdn. Bhd., and works within the EPIC Group to coordinate integrated marketing campaigns across a wide range of industries. The Strat Diaries are a collection of musings, questions, and insights drawn from years of experience, and trial and error.
Marketing from the ground up. Creating conversations, and seeking answers to questions you’ve probably asked yourself.
