KEEPING COMMS STRONG IN TIMES OF CRISIS...DO IT FOR THE STORY. • Founder & MD, EAST VILLAGE. •...

@ T A R A T O M E S

KEEPING COMMS STRONGIN TIMES OF CRISIS...

T A R A T O M E S

Here’s what we’re going to cover:

• A bit about me

• Why communication is key

• The ”new normal”

• Things we can learn from China

• The importance of relevant content

• Providing internal clarity

• 3 key takeaways

… and then, over to you for questions!

D O I T F O R T H E S T O R Y .

W O R T H W H I L E W E B I N A R ? LET’S HOPE SO!I s i t g o i n g t o b e a

A S N I K K I G R A H A M E O N C E F A M O U S L Y S A I D :

T A L K T O M E :


• Founder & MD, EAST VILLAGE.

• Other sidelines include Details Event Prop Hire and UK News Group

• Co-Founder, Birmingham Sales & Events Forum

• Board member, Colmore BID and Place Marketing Chair

• Committee member, Midlands Retail & Hospitality Forum and

iShelter, which runs Tabor House in Digbeth

• Founding Trustee, Let’s Feed Brum

• Patron, SIFA Fireside

• Sit on the regional development board for Breast Cancer Haven, West

Midlands

W H O I S S H E ?

T A R A @ E A S T V I L L A G E A G E N C Y . C O M

@ T A R A T O M E S


S o . . .

I T H A S B E E N A C R A Z Y F E W W E E K S , R I G H T ?

REMEMBER: A T I M E O F C R I S I S I S C R U C I A L F O R B O T H T H E S H O R TA N D L O N G T E R M O F A B R A N D O R B U S I N E S S .

B U T I T C A N A L S O P R O V I D E N E W O P P O R T U N I T I E S ,E V E N W H E N I T ’ S D I F F I C U L T T O F I N D T H E M .


B u t . . .

I W O U L D S A Y T H A T –I R U N A P R A G E N C Y W I T H B I L L S T O P A Y !

“ B U T I T C A N A L S O P R O V I D E N E W O P P O R T U N I T I E S , E V E N W H E N I T ’ S D I F F I C U L T T O F I N D T H E M . ”

R E P U T A T I O N &B R A N D M A N A G E M E N T

Keep your business front-of-mind...

Salience is so important to your

survival and recovery


I N T I M E S O F C R I S I S . . .

COMMUNICATION IS KEY

C R I S I SC O M M S

Be both proactive and reactive,

with experts ready to comment on

your business and wider industry

S T R A T E G I C C A M P A I G N P L A N N I N G

Remember: this isn’t forever, and

you need to be ready for that

recovery period

T H E N E W N O R M A L


Is this a chance for us to re-set ourselves and society?

There’s no doubting the uncertainty, the impending loss

for some, and effect on mental health, but the coming

months will see us:

• Re-connect with one another

• Focus on community

• Have a better work/life balance

• Become a more digital-first economy



With this comes opportunity:

• Embracing new ways to communicate

• Huge impact on social media traffic

• New behaviours are forcing us to embrace technology;

it’s not just for Millennials and Gen-Z anymore!

• We’re caring more about our neighbours and

community - ‘hyper local’ is having a comeback

• Provenance is even more important… we want

independent, local businesses to survive



There are already great examples of how business will

change:

• More flexible working

• Virtual house viewings

• Court cases done via video

• Live-streamed entertainment and virtual tours

• Health and fitness in every-day homes

• Health and wellness appointments and consultations

done virtually


W H A T C A N W E L E A R N F R O M C H I N A ?



What does this all mean?

• Remember, they were already a digital-first economy

with a more robust mobile infrastructure

• Even before recovery, spend (and the intention to

spend) instantly recovered, especially for OOH dining

• Personal care remained largely unaffected

• Luxury does struggle though

• A more ‘captive’ audience meant capitalising in certain

areas, eg. online health consultations, home learning,

pay-for-entertainment



• PAY ATTENTION to the change in customer mindset and lifestyle

• ACCELERATE your digital plans and invest in good systems

• STRENGTHEN your own digital platforms, especially social media

• PROACTIVELY ADOPT new digital tools that enhance customer journey and

bring the ‘offline’ experience to the online world

KEEP CONTENTRELEVANT.

W E C A N U S E C H I N A T O A N T I C I P A T E S O M E O F W H A TM I G H T H A P P E N , B U T W E A R EI N T H E E A R L Y S T A G E S . . . A N D P R E D I C T I N G S E N T I M E N T I SD I F F I C U L T .


A RELEVANTTONE

OF VOICE

KEEP YOUR CONTENT RELEVANT


I T A L L F A L L S I N T O S I X K E Y A R E A S

PROVIDEIDEAS &

INSPIRATION

ENABLEFUTURE

PLANNING

HELP WITHMENTAL

WELLBEING

PROMOTETHE

ESSENTIALS

UPSKILLYOUR

CUSTOMERS


B u t . . .

A T T I M E S L I K E T H E S E , S U C C E S S C A N B E C H A L L E N G I N G

I N S O M E W A Y S , C A N B E E V E N E A S I E R T O A C H I E V E

• B E H A V I O U R S S T A R T T O L E N D T H E M S E L V E S T O F E W E R C U S T O M E R E X P E C T A T I O N S

• G O I N G B A C K T O C H I N A , J U S T 2 % O F P E O P L E S A I D T H E Y E X P E C T E D A N D W A N T E D A D V E R T I S I N G T O S T O P

• P E O P L E E X P E C T Y O U T O S T I L L S P E A K T O T H E M , B U T J U S T I N A M O R E T H O U G H T F U L W A Y

• A D A P T Y O U R C O M M S T O A D D R E S S P E O P L E ’ S N E E D S

• T A L K A B O U T ‘ P E O P L E ’ M O R E , B O T H I N Y O U R B U S I N E S S A N D H O W Y O U C A N S U P P O R T T H E C O M M U N I T Y

• A C C E L E R A T E Y O U R D I G I T A L P R E S E N C E A N D P R O D U C T S T O B E I N T H E S P A C E S T H A T Y O U R C U S T O M E R S A R E

REMEMBER: WE ARE MORE HUMAN-CENTRICIN T IMES OF CRISIS


M A R K P E R K I N S ,W C O M M U N I C A T I O N S

“THIS COULD BEOUR FINEST HOUR.”


TALK TO ME...A N Y Q U E S T I O N S ?

S T A Y I N T O U C H :

T A R A @ E A S T V I L L A G E A G E N C Y . C O M@ T A R A T O M E S

E A S T V I L L A G E A G E N C Y . C O M@ E A S T V I L L A G E P R


KEEPING COMMS STRONG IN TIMES OF CRISIS...DO IT FOR THE STORY. • Founder & MD, EAST VILLAGE. •...

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Transcript of KEEPING COMMS STRONG IN TIMES OF CRISIS...DO IT FOR THE STORY. • Founder & MD, EAST VILLAGE. •...