COVID MARKETING LEADER SERIES

This week on Noetic’s Covid Marketing Leader Q&A series we are happy to feature Meredith Conte, VP Marketing at TEGNA . Meredith shares the ways in which TEGNA has been handling crisis both internally and with clients. Their team worked proactively to communicate with clients, who required a swift pivot to maintain relevancy in the ever changing news environment.   

Here are some tips Meredith shared for marketers during a crisis:

  1. Remember the brand basics of brand building during recessionary behavior. Stay present and maintain your share of voice; Adapt the message to be relevant; Account for changes in consumer behavior.
  2. One size does not fit all. Local story first – what different cities and states are dealing with during this crisis greatly varies. Make sure you think about what’s happening in different geographies and people’s mindsets.
  3. Real time marketing is here to stay – the story is fluid and always changing. The industry is constantly change and we need to think about how to make real time marketing part of operational capabilities.
  4. Consumer behavior and expectations are going to change. For example, patients are now expecting to have the option of telehealth appointments. People being at home are doing more home-based behaviors.  
  5. Ask yourself, “how do you want to be remembered?” 6 months or a year from now. What experience do you want your stakeholders to take away or recall? Use that as guidance to make decisions rather than getting stuck in the present.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

COVID MARKETING LEADER SERIES

Noetic is excited to share our latest Q&A series discussion around what senior leaders are doing to extend their brand and share advice with other marketers within their industry and beyond. Today’s episode features Michelle Russo, Chief Communications Officer at the US Chamber of Commerce

Here are five tips from Michelle on how to handle communications during times of crisis. 

  1. Appreciate the highly emotionally charged environment we’re living in. Emotional arguments are drowning out rational ones. It’s more important than ever to be as clear as possible with your messaging and be aware of what competing messages are saying.
  2. Be true to your mission. A deep understanding of your value proposition and the unique value you add to people’s lives is crucial to be able to cut through the clutter.
  3. Acknowledge the situation, but don’t dwell on it. There is a COVID information overload and it’s important to set your brand apart by aligning your messaging and advertising with your mission.
  4. Break up the crisis into phases to prevent being overwhelmed. For example, the Chamber of Commerce phased their work into Emergency Triage, Mitigate the Impact through Advocacy and Education.
  5. Super-serve your stakeholders. To help businesses of all sizes navigate uncertainty, the US Chamber has launched several support initiatives.  To learn more about these valuable events, check out  the Chamber of Commerce website for weekly events.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

Marketing Effectively in Crisis

Thank you for joining us for our first Noetic webinar event – Marketing Effectively in Crisis.

Friends and Colleagues,

As we navigate these uncharted waters with new challenges every day, how do we ensure that we market our company/brands in the most effective way possible? You may know you need to adjust your marketing for this new environment but are not sure how to do so. Or perhaps you have adjusted and feel you must adjust again. How can you be best prepared?

Noetic offered a free webinar to address these challenges including:

· How can we promote our services, without seem self-serving or “tone deaf”?

· Our customers’ needs have changed; how do we best serve them today?

· We have had to pivot our offering; how should we promote this to current or future customers?

· Should we be investing in marketing at all right now, given financial difficulties, or save this investment until after the crisis passes?

Thanks to those who were able to attend our first live webinar. If you were unable to attend or you’d like more information on our toolkit or our approach to marketing during crisis please reach out to Noetic Consultants at hello@noeticconsultants.com

COVID MARKETING LEADER SERIES

Noetic is excited to a share new Q&A series discussing what senior leaders and colleagues are doing to extend their brand and share advice with other marketers within their industry and beyond. Today’s episode features Jan Slater CMO from the University of Illinois – Urbana Champaign Gies College of Business.  

  1. Be intentional about your efforts. Think about your audiences and how to best communicate with them to share helpful information without bombarding them.
  2. Now more than ever it is important to stay true to your brand. Your brand is how people know you. During crisis people turn to brands that are familiar.
  3. Communicate thoughtfully.  Focus on what’s coming and the positive things that are going to happen, rather than what has already played out. Move fast but be thoughtful.
  4. Start with your internal audiences.  Translate content into meaningful communication meant for your own staff and community.   Put information in smaller chunks and into consistent channels making it easily accessible for those who need it.
  5. Do not hunker down and go radio silent, but also don’t go to the other extreme trying to do everything with little impact. Prioritize your actions based on your brand identity.
  6. Focus on the future rather than past decisions and regret. Rather than focusing on what you could have or should have done, focus on what you’re going to do. Ensure your human and financial resources are in the right spaces getting ready for the other side of this.   By focusing on the past, you will miss the opportunities in front of you.

To see more content from Noetic Consultants be sure to connect with us on LinkedIn and follow us on Facebook and Instagram.

How to ensure your brand has purpose in crisis

Marketing one’s business in a typical business environment is a practice that is expected, commonly accepted, and even welcomed – when the messaging is relevant.  When a brand’s message feels too aggressive or self-serving, consumers usually vote with their feet (and their wallets) by not giving these businesses their time or money. Only when a brand is blatantly inappropriate or inauthentic will it be called out or shunned by consumers. Most brands know these “rules” and abide by them.

Not so in a crisis – and certainly not so in a global pandemic with foundational health AND economic challenges unlike anything we’ve ever witnessed. Suddenly, brands are seen as tone deaf if they are not entirely retooling how they do business – both internally (especially if they have workers who physically convene) and externally (what and how they message in the market.) What is a brand to do?

Adjust all efforts, but do not change who you are. Staying authentic to one’s brand promise is crucial during times of crisis. Actively living and breathing the organization’s mission, vision and values are key to keeping that brand promise. These elements act as a “North Star” for leaders and employees, especially during crisis. These elements, if authentically operationalized, bring organizations together and provide the guidance for the decisions that need to be made, and for the emotional support employees and customers need.

A great example of a brand and business that has done just this is WTOP. WTOP News is a leading 24/7/365 all-news outlet in the Washington, D.C. area. An all-news brand since 1969, WTOP is a mainstay that people in the region have grown up with and there is truly a brand heritage and affinity with the “locals.” My firm Noetic has had the distinct pleasure of working with WTOP, and we are truly impressed with their proactive leadership and culture.

When Covid-19 became critical in the DC area, WTOP’s leadership, like many other companies, were faced with questions they had never dealt with before – how do we keep our employees safe, how do we operate effectively when the world, and news, is changing by the minute, and how do we message about our brand in an appropriate and welcome way during a COVID environment?

Joel Oxley and Julia Ziegler put safety as the top priority. Employees moved to home offices – with only 10% staff working in the building, at safe distance, at any given time. As one of the only businesses deemed essential in their office building, WTOP worked tirelessly to reorganize operations and comply with safety requirements. They deliver updated news around the clock, with this skeletal staff in-office and all other team members working from their home studios, many reporting live from their homes.

WTOP’s brand promise is to “never miss a moment.” This promise has been taken very seriously over the years and is evermore true in this crisis. They have gone further to extend this brand promise during the crisis by supporting their advertisers and local businesses with Community Callouts. These callouts allow businesses in the region to deliver complimentary messages on what they’re doing and how they can help. Twice per day, they are also running a Frontline Heroes campaign recognizing essential employees and emergency responders nominated by the community for their efforts during the crisis.

A company’s vision, mission, and values act not only as a guide for decision-making, but they also provide strength, support and cohesiveness for a brand and the employees who represent it. As your brands finds its way in these rough waters, remember WTOP as a shining example of how to adjust and extend how you work, while staying true to who you are and have always been. 

Help First

At Noetic, everything we do for our clients and colleagues is through a “help first” lens. Whether it’s helping you to recalibrate your mission to meet your long-term goals or helping you think through and devise practical next steps executing against your brand strategy, Noetic practices help first moments daily. And we always keep our partners top of mind.

To that end, we’d love to offer you a 60-minute consultation session on us. Now, more than ever, Noetic is here for you with a simple message – how can we help you?

Thank You Mayo!

Noetic is especially proud to partner with The Mayo Clinic. Their amazing research and speed has aided in identifying health care workers exposed to  COVID-19, and has implemented a streamlined process and electronic tools to close that loop within an average of two hours of a confirmed case helping to slow the spread of Coronavirus. Thank you Mayo Clinic for your innovation, working around the clock and working to keep us all safe!

#DynamicPositivity

At Noetic Consultants one of our company values is “Dynamic Positivity.” Living that value, we always start our weekly status meetings sharing a positive update to the team. Even in a time of extreme fear and uncertainty, as the world faces the COVID-19 pandemic, we are seeing incredible selfless acts of kindness and empathy all over the world. At Noetic, we believe in the power of positivity and how it can change lives. We’d like to highlight some of the people showing their Dynamic Positivity and we’d love to hear from you and how you’ve seen this – let’s all try to spread some positivity!

Today we’d like to highlight one of our clients, St. Clair Hospital based in Pittsburgh, PA. We’re proud to be affiliated with great people going above and beyond to support their community.

refreshing our brand: why now, why bother?

Noetic has experienced a lot of growth in the past few years, as many businesses have in what was a long standing, booming economy. Times have suddenly and drastically changed and, like all businesses today, we are grappling with leaner and more difficult times. Before COVID-19, we began a brand refresh to reflect our growth as a brand and a company, and turning into the final mile of our launch, life as we know it changed.

Like so many aspects of business and life these days, we thought about tabling it. Delaying it. Even skipping it all together. We thought, with so many difficulties going on for us personally and in the world at large, why refresh our brand NOW? It seemed a luxury, a lesser priority and perhaps “tone deaf” to the struggles of our world.

But as we thought about setting it aside, at least for the time being, a voice deep inside told me this would be the exact wrong thing to do. Caring for our brand is exactly what we need to do right now – more than ever – all of us, each day, even each minute of each day.

WHY? Your brand, during the most trying times, is all you have, and one of the few things you can control during even the most uncertain times. I have always believed that one’s personal brand, as well as the brand of a company – large or small – is one’s promise to the world: who you say you are and will be, then, how you act – to be consistent with what you promise. When we are stripped of certainty, when we are fearful, when we are frustrated, disappointed, not feeling well, worried for our family and friends, worried about our finances, our freedoms…when we are deeply challenged personally and in business, this is when our brand is most tested, and we are most at risk for wandering off course. Perhaps Emma Jameson said it best: “Circumstances do not make a person, they reveal a person.”

At Noetic, we are focused more than ever on being true to our brand, and launching this refresh at this extraordinary time in our society is helping us remember who we are and who we always want to be: A company that leads with kindness and helping, with collaborating, with dynamic positivity, even in the darkest of days. A trusted partner and strategic advisor that empowers and inspires, especially if you’re struggling to find hope. A team that thrives on helping people and brands be the best they can be: authentic and true to themselves, and to the audiences they serve. A “North Star” for brand authenticity, who guide clients as they unlock their full potential and ensure their customers’ believe in what their brand represents.

As you work your way through your day to day, adjusting to the ever-changing and difficult climate of your personal and professional life, please know that we are here for you. We will continue to pursue our “North Star” and wish you good health and peace of mind as you pursue yours. We are here to help at any time.