Hoe je als organisatie en merk omgaat met de effecten van Covid-19. Communicatie voelt in deze tijden als koorddansen. Alle acties worden nauwlettend gevolgd. Hoe bereid je je zo goed mogelijk voor op het grote onbekende, het nieuwe normaal? Tijdens de digitale CMOtalk ‘Marketing in uitzonderlijke tijden’ deelden Klaas Weima, Ingrid van Frankenhuyzen (Crisiscommunicatie specialist) en Kasimir Vermeulen (Strategy Director bij Energize) hun ervaringen met 20 CMO's. Dit uitzonderlijke webinar werd afgelopen donderdag 2 april georganiseerd door Energize in samenwerking met partners Adobe en Microsoft.

2. AGENDA
10.35 - 11.00 Crisis Coms - Ingrid van Frankenhuyzen
11.00 - 11.10 Q&A
11.10 - 11.15 Virtual Coffee Break
11.15 - 11.35 Curated Insights - Kasimir Vermeulen
11.35 - 12.05 Break-out I - Leiderschap
11.35 - 12.05 Break-out II - Marketing & Business
12.05 - 12.10 Afronding door Moderator
12.10 - 12.15 Einde en Lokale Verrassing

3. CRISIS-
COMMUNICATIE
TIJDENS EN
NA CORONA

4. EMOTIES
MENTAAL
IMMUUNSYSTEEM

5. PANDEMIE: ANGST,
WOEDE, SOMBERHEID/
DEPRESSIE,
'SOCIALE ANGST',
OPSTANDIGHEID...

6. EMOTIES IN
CRISISCOMMUNICATIE
Ontken en onderdruk emoties niet maar leer mensen er op
een constructieve manier mee om te gaan.

7. INTERN
PROCESCOMMUNICATIE

8. PROCESCOMMUNICATIE
EXTERN

9. HOE DAN?
GEVOELSWOORDEN

10. CORONA COACH
Hoe 'hou je de boel bij elkaar'?
Medewerkers en klanten...
Motiveren, ondersteunen en faciliteren

11. BEREID JE VOOR
OP HET NIEUWE
NORMAAL
MISSCHIEN WEL HET ONDENKBARE

12. COMMUNICATIE
NA CORONA?
+ Globalisering maakt plaats voor wat dichtbij is
+ Ander gedrag (introvertere en minder open cultuur)
+ Overheden met regels, politiek een ruk naar rechts

13. MARKETING
IN EXCEPTIONAL
TIMES

14. CMO'S ARE FOCUSSING ON:
1) Protecting employees
2) Assessing how their business can help
3) Understanding appropriate role of advertising
Source: research from the CMO Growth Council COVID-19 taskforce

15. 1.PROTECTING
EMPLOYEES

18. 2.LOOKING FOR
WAYS TO HELP

21. IF COMPANIES WERE
WITH US WHEN
THE SHIT HIT THE FAN,
WE WILL BE WITH
THEM AFTERWARDS
BECAUSE OF IT.
Mark Ritson

22. DID THEY HELP?
Find out how a company
or celeb behaved during the
Coronavirus pandemic
<enter company or celeb>

25. 3.UNDERSTANDING
APPROPRIATE ROLE
OF ADVERTISING

28. JUST 8%
OF CONSUMERS THINK
BRANDS SHOULD STOP
ADVERTISING DUE TO
THE CORONAVIRUS
OUTBREAK
Source: global Kantar research with 35.000 consumers

29. No notable impact
We have upped the budget/frequency of our campaigns
We have lowered the budget/frequency of our campaigns
Campaigns (offline/online) have been postponed
Sales appointments are being cancelled
We are considering cancelling or rescheduling events
We have cancelled or rescheduled events
0 10 20 30 40 50 60 70
IMPACT ON PROMOTIONAL ACTIVITIES
Source: NIMA Enquete onder marketeers, maart 2020
%

30. MARKET SHARE SUFFERS DESPITE RESUMING ADVERTISING
1%
0%
-1%
-2%
-3%
Year 1 Year 2 Year 3
Region A
market share
Source: What happens if I stop advertising? WARC 2020
Region B
market share

31. TRUE LEGENDARY BRANDS
ARE BUILT AT THIS TIME.
(THE CRISIS IS...) NOT ONLY
A CHANCE TO SURVIVE,
BUT PERHAPS ALSO
TO SURPASS YOUR
COMPETITOR
Mark Ritson

32. OPPORTUNITY
1.8
1.2
0.6
0
Cut Maintain Increase
Source: Tony Hiller: Successful Competitive Strategies for recession and recovery
THOSE THAT INCREASE EXPOSURE DURING DOWNTURN CAN GAIN UP TO 3X MORE
MARKET SHARE WITH SAME LEVEL OF INCREASE COMPARED TO NORMAL TIMES
Market share % point
Changes in
marketing
spend (as %
market size)

33. CONSUMER NEEDS / THOUGHT STARTERS
Slow living Isolation Boredom Family time
Rediscovering
cooking
Virtual
adventures
Sustainability Keeping fit
Local
community
Re-order
finances
Personal
growth
Home
improvement
Mental health Binging
Helping
others Education Gardening
Planning
ahead

34. -10
-5
0
5
10
15
20
25
30
35
'17 '18 '19 '20
NIKES YEAR OVER YEAR SALES GROWTH IN CHINA
%

37. IF ONE THING SEEMS CLEAR FROM
CHINA’S NEW NORMAL, IT IS THAT
DIGITAL TECHNOLOGY HAS FORCED A
LARGER PLACE IN PEOPLE’S LIVES,
WITH LIVE-STREAMING AND E-
COMMERCE THE NEW NORMAL.
Source: The Drum: China’s new normal: how brands are starting to bounce back from coronavirus

38. A ROAD MAP TO BRAND RECOVERY
BEFORE PHASE ONE PHASE TWO PHASE THREEPHASE TWO
Pre-outbreak Community outbreak Containment Market recovery
BRAND JOURNEY THROUGH COVID-19
NORMAL LIFESTYLE HOMEBOUND ECONOMY
Consumers adapt to social distancing
RESUMPTION OF
‘NEW NORMAL’ LIFESTYLE
Daily living normalizes slowly as situation improves
PREPARATION
+ STAKEHOLDER MAPPING
+ CRISIS MANAGEMENT
+ SCENARIO PLANNING
IMMEDIATE RESPONSE
+ MONITOR SITUATION
+ COMMUNITY SUPPORT
+ EDUCATE & INFORM
PIVOT & ADAPT
+ MONITOR BRAND & MARKET
SENTIMENT
+ ADAPT BUSINESS TO SITUATION
+ ASSESSMENT TO IDENTIFY RIGHT TIME
FOR RECOVERY CAMPAIGNS
MARKET REVIVAL
+ INSIGHTS PER MARKET READINESS
+ ACTION "NEW NORMAL"
COMMUNICATIONS
+ ENGAGE AND INSPIRE THROUGH CALL-
TO-ACTION CAMPAIGNS
Source: Covid-19 recovery planning for brands, Sinclair
Consumer
behaviour
Brand
communications
focus

39. SUMMARY
In these challenging times, the following questions can guide you in your plan of attack:
1) What can we do to protect our employees (physical and mental wellbeing) ?
2) How can we help now?
3) How must our brands adapt to survive?
4) What will the world look like when we emerge from this thing?
5) What are the consequences of changed consumer needs and behaviour for our marketing efforts?

40. RESOURCES

41. DOWNLOADABLE RESOURCES
GWI
Coronavirus Research | March 2020
Release 3: Multi-market research
www.globalwebindex.com trends@globalwebindex.com © Copyright GWI 2020
What happens if I stop
advertising? WARC, 2020
Coronavirus research,
GWI, march 2020

42. DOWNLOADABLE RESOURCES
Covid-19 recovery planning for
brands, Sinclair, 16 march 2020
Advertising in a recession,
Guy Consterdine, 2009

43. DOWNLOADABLE RESOURCES
Global ad trends: FMCG &
COVID-19, WARC

44. ARTICLES
+ Coronacrisis vijftig ondernemers en marketeers vertellen
over de impact en kansen in hun business
+ Louis Vuitton Debuts Sneaker Collection via WeChat
+ Forget about empathetic emails and start making your
brand money
+ How Advertisers Are Responding to the Coronavirus Crisis
+ Coronataal: Adverteren in crisistijd
+ Brand lessons from China in connecting with consumers
during COVID-19 outbreak

45. ARTICLES
+ Coronavirus Hits China Ad Spending
+ Beyond coronavirus: The path to the next normal
+ During the COVID-19 crisis, CMOs are looking inside to help outside
+ Corona in marketingland: samen op zoek naar zekerheid
+ Wat we van China kunnen leren over onze economische toekomst
+ Research your way out of a crisis: COVID-19’s effect on consumer behavior