Marketing Leadership Facing COVID-19.  

THEME 1 - Current State  

Executive Summary.

COVID19 has caused unprecendent disruptions to our personal and professional lives. We explored the impact to marketing leaders, plans for marketing, events and shows, how they are mitigating as well as the questions they are wrestling with.

•  Businesses  are scrambling to care for and motivate their people, and support customers while upholding fiduciary responsibilities and making difficult choices.

•  Leadership  is trying to balance planning which has become a day to day exercise and to anticipate and plan for the ongoing cycles of near and longer term change.

•   The shift to digital/virtual  for events and shows has been accelerated and leaders are actively exploring, planning and testing how to best utilize the tools and overcome the gaps vs. live events.

ACTIVITY

OUTPUTS

1 Slide Deck
3 Social Post

13 Days
28 Panelists
23 Posts 
33 Comments
 64 New Followers

56

CONTRIBUTIONS

The impact of COVID19 has been extreme. Some businesses scramble to keep up with high demand while others' have seen revenue dry up. Business development strategies have had to evolve dramatically. And, everyone is navigating leading from a distance.

KeyPoint #01


"COVID 19 brought an unprecedented shift in Supply & Demand for my company. The consumer segment has been seeing a peak demand for our over-the-counter products (especially Tylenol, face wash) while demand for all surgical products diminished significantly as most elective surgeries were cancelled."

By: Yury Gomez  

Leaders are trying to balance the personal impact this has had on the them and their teams while being fiscally responsible and prioritizing for today and where to go tomorrow.

KeyPoint #02


"As a virtual care company, working as a distributed team, we've been built for these times. My focus 1) finance (stretch cash to survive), 2) mindset (convey how our business model, product, team are appropriately set-up to thrive in the new world) and 3) systems (agility and resilience)." 

By: Veronika Litinski  

Leadership is being tested and more than ever they need to leverage principles that are foundational for great leadership. At the same time, they are trying to lead with fragmented teams and determining how to utilize available tools.

KeyPoint #03


"Times of crisis tests the true character of any human being. For me, as in the words of Jim Collins, a key tenet of transformational leadership is knowing how to balance your IQ and EQ. Inspiration, motivation, doing the correct things and doing things correctly are hygiene."

By: Apurva Chamaria  

Marketing plans have been thrown out the window. Planning and messaging are evolving day by day and many are turning to digital to rapidly respond to communicate and stay connected with consumers and customers.

KeyPoint #04


"Planning by the day - This is the time when communication needs to be planned everyday, assessing the current situation & sentiment. The annual plans have gone completely haywire, and it is all about a robust plan to bounce back when life is back to normal."  

By: Anvesha Poswalia  

In person trade shows and events are not an option and it is still too soon to know when they may return. Some have made the call...others are waiting. All suspect the future will never be the same and beginning to explore alternatives.

KeyPoint #05


"Nearly all trade shows and events have been cancelled. Some have moved online but I suspect it will be less impactful to drive sales. We have hosted two educational webinars. Some people have more time (working from home) and are looking for ideas and education."

By: Jeff Madden  

A complete reinvention is anticipated but there are real concerns about virtual's ability to replicate the social and human contact that comes from in person shows and events. COVID19 is accelerating a shift that many felt was coming.

KeyPoint #06


"I see a complete "re-invention" of the trade shows and corporate events. I think the same goals can be achieved virtually and in more targeted and cost-effective way. Do casual meetings and connections even matter? Buyers don't buy much this way anymore." 

By: Veronika Litinski