• Clayton Smith

Marketing & Communications during Covid-19 - Live Webinar

Our most recent Grill The Marketer event was awesome!


Online, with crisis communications & marketing experts Melissa Bowen (here's her LinkedIn, definitely connect with her for any enquiries), Kate Mckinnon, PR expert (here's her LinkedIn, definitely connect with her for any enquiries) and Tracy Hanson (here's her LinkedIn, definitely connect with her for any enquiries).


It was a great discussion, thanks so much to our guests and thanks so much to everyone who jumped in and got involved!


Watch the full replay below.




Transcription

[00:00:00] So we're gonna start with Melissa, this is Melissa Bowen. If you've been to one of our in-person grew the market or events, you know, Melissa as our emcee, but she's some she's so much more than that. And and we're so thankful for her doing that role for us.

[00:00:19] But she's actually a working journalist with more than 20 years experience in TV, radio and print.

[00:00:27] She's held senior editorial roles in some of the biggest newsrooms around the country and now has her own media business called Mayberry Media. So that's her focus, is to advise and train companies, government and individuals on how to navigate the media landscape, which includes obviously good times and bad times and has especially in crisis communications, having seen it done extremely well and not so well from both sides of the spectrum. So Melissa is a is a pro producer and has worked with the aged sector after the royal commission. So crisis communications is not something that's new to her at all. So that's most about it. Now, Tracy Hanson is my second cousin, and she is she's coming here coming to us from a as a seasoned professional with extensive experience in delivering strategic marketing and communications as a skilled radio trainer and communication specialist. She's collaborated with the Hong Kong and Australian governments during the Hong Kong riots last year, which seems like an absolute lifetime ago now.

[00:01:55] And so and with the oncoming threat of Corona virus was invited by the Australian Chamber of Commerce to develop marketing and communication strategies, as well as policies and procedures in response to that challenging environment. So we thought that that was a perfect heads and perfect synergies with what we were going to talk about today.

[00:02:17] So thanks for coming. Tracy and Kate is a consummate marketing and communications professional with over 17 years experience in arts, culture, tourism, entertainment and media.

[00:02:30] She has worked with small, large entities across many different industries before starting her own agency in 2017, which is called Keenon Code. Now, Kate was one of the people who whose businesses had to go. Her clients businesses had to go hard and go early. Being in the entertainment and event space. So she's written countless pieces of columns. And so she's joining us as our PR and marketing specialist from from one of the industries that was most hardest hit. Sorry. Thank you, Kate.

[00:03:15] So. Kill. Come on, let's go let's go to our first question and let's let's get into some questions in some crisis communications. Discussion.

[00:03:26] You want me to do it? I'm just trying to catch you. I can't. I will do it. All right. I'm sure the first thing we've had a question about this directly, but I think it sums up a big thing. I want to start our discussion with today. Internal and external communications during the crisis is to very specific. It's a very specific separation there. We're going to kick it over to try to get a star on this one, try to give us some ideas and thoughts about communicating internal investors externally during a crisis on one second. That's me jumping ahead. Sorry. What? Jump ahead. My dog. OK. We'll get to that in a minute. That's right. We'll get to you in a minute. I do want to start with defining a crisis. Start with Melissa. Melissa Ghaffour, total process.

[00:04:20] Yeah. I mean, a crisis can be lots of things. And the two, I believe the dividing line is the crisis that is of your own making. And one that you have had no control on at all. And so I could rhinoviruses that is that typical one way a lot of people have landed themselves in these crisis through no fault of their own. There are many crises that are spinning out of that. Some of them are driven by bad decisions or lack of decisions or in decisiveness. But a lot of people have found themselves in this position to deal with. I think with the ones the ones that are often upset, people are the ones where they feel like, I haven't done this. This is not my problem. But it is their problem.

[00:05:03] And even if it is a perception that people think that it's a crisis and they believe that they haven't done anything, that this isn't a problem. Even that perception means that it is, in fact, a crisis. So you have. To deal with it, I think that really is the best decision to do nothing, to say nothing and to do nothing. However, I also believe that in a crisis, restraint is everything. Think about what you want to say before you say it, because you probably only have one chance to say it initially and then build from that. And it is fine for people to say, you know, put big bucks behind crisis marketing. The reality is that people don't have big bucks and they most certainly don't have it during a crisis. So, again, any money you're spending is wasted. If you haven't thought about what you're trying to achieve with that, the biggest thing to do before you do anything is to work out who you're talking to and how these crisis affects them. Because like with all marketing, it's not about you and your product and your service. It's about them, how they're affected by this crisis or your crisis. What you can do to help them. And what you can do to sort of earn their trust. So they'll listen to what you want to say.

[00:06:25] Fantastic. Fantastic.

[00:06:29] Is there a difference between the scale or, you know, talking to your own customer base and then talking on a wider marketing like, you know, running a newspaper ad like you were saying before is just a shock to everyone? Do. When do you think about differentiating between just try and talk to your customer base and then going to that high level brand awareness to everyone?

[00:06:58] Look, I think I think essentially you're trying to say the same thing, but you're coming from a completely different position if you have been a good marketer and a good communicator. You should have built some rapport with your audience. And they're not just your customers. They're also your staff. They're also your partners. They're also, you know, your wider networks. You want to make sure you take those people along with you because you don't want to lose the people you have by forgetting them. So I think that if you look at if you've done a good job and you understand who those people are and you understand what they think of you, you can probably read the reaction to this crisis. They coronavirus or anything else. And how you dealt with it better. And you can probably address that more easily. Going out to a wider ice depends on what you achieve. It depends on what you want to achieve and whether those people are actually affected by your crisis or not. And I suppose that opens up a whole other conversation about brand reputation, which is which is brought conversation. But obviously, if it's in the process comes.

[00:08:03] The on that I think that owes to it's about making sure that you're talking to your client, ask Matt immediate versus wider audiences and is making sure that your audiences bay your community, be your customers by your staff or your suppliers, bay, whoever it is relevant to your industry, making sure that you've communicated with them first. And don't feel like you need to elevate to the the wider masses and let the whole world know what you're doing before you've sort of got your own backyard and your own sort of community sorted and make sure that know how it's affected you. You've touched base that's affecting them. And then maybe in the coming weeks and months, you start to look at those Rawda CALM's paces to the masses. But if you haven't dealt with your immediate audiences and your communities and your staff first and they say you talking to the broader masses before you spoken to them, that sort of program. And we've added these crises specifically Korona, you'll find it more difficult to make sure you've got you've got your own internal and external to the degree that you work with them on a daily basis together. For me, that's been it. For my clients, it's been a really k immediate thing in the last four weeks.

[00:09:28] Excellent point, excellent point. Deal with your own backyard first. Absolutely. For you going to all the other backyards, that leads us nicely into the point and the discussion about internal versus external. So, Tracy, if I could bring you in on this, as I as we were mentioning before, what what differences do you see and what are some ideas and thoughts around differentiating between your internal and external?

[00:09:58] Well, interestingly, I don't see a huge difference between one to hear from you, whether they're showing it. I know. I totally agree with Kate that you will cast your mind back at this. And I would always put the staff and the teams that you're working with first before the committee, before the vendors pull everything out because they often have ideas and concerns that you're not aware of. I think it's really important in management to understand what you might guess what's impacting them, but you don't really know if you don't know them well enough or they're working remotely. I may have, for example, in Hong Kong, a tiny apartment show from three children that help us and parents. And it's. And that's what they don't want to be on video. It's, you know, so little things like that to know your staff and people really well. And then to communicate to them in a way that they trust because there's a lot of fake news out there and they might be listening to that or or forwarding things to each other, which escalates the problem in their minds. And it's not quite as bad as they think. For example, in Hong Kong, when I was over the protests, the protests were peaceful marches, essentially. And then suddenly they escalator's got very violent. At the time. We had an intern cohort from universities in Australia that are all doing internships at different corporates in Hong Kong. So, of course, the uni might be concerned. Obviously, the students might be concerned because they might never travel before. They're not lonely. So we had to put up. What they call. Well, what we had with the consulate general and with those Hong Kong government is the risk assessment.

[00:11:37] And then just figure out how we can address those issues and how to keep them informed on a regular basis. Very precisely. And this is both internal and external because entitled the Coke pot with our staff, really because we brought them magic to. And so they were kind of under the umbrella of this challenge. So we had to do the best. Australia. Well, what's going on? And it's far fell for business, which we didn't want was coverage. We didn't want to impact decisions of other interests to Hong Kong. But back on the actual internal with this trading concept and with the Australian Chamber of Commerce or any company, is the objective really is to build trust. And you have to have you have to reassure your staff that you are there for them. So the same message for the clients, really. You know, we're still there for you. But what can you do for us? What can we do? What are we doing now? Tell them what you're doing, how you're taking care of the safety issues. How are you managing deliveries? How are you doing? Zoome meetings, that kind of thing. And it's also key to have the. Channel that the most trusted delivery channel, and it's email. In fact, e-mail is still the most most trusted channel or internal. And they love to see the seat up there. But just as much as we love to see them. We love to see, I see oh in a company. But the messages must be concise. They can't be all over the place. But unfortunately, it started actually with this belief that everyone is confused.

[00:13:15] They have to be very clear in very short sentences. They have to have meaning. They have to be relevant. And then you communicate, oh, you know, once a week or every day if there's a change. Just on bottom with information, just to make sure. Just follow the changes that you can. And with that, we always have a regular weekly or daily. Exactly the same time when people can tune in and watch the CEO, your video, preferably on an Internet website or resume. And that makes them feel confident. And then that flows onto marketing because it does stuff I'm confident they're not going to sell. Your products are not going to have the client facing or on client conversation with the confidence. If they didn't know what's happening, I tell you go. And I think it's really, really important to have channels like Yammer or WhatsApp groups as well. A large company and involve teens in the decision making on the ideas going forward, how it work. There's so much to talk about. But we don't want to. There's so much noise out there as well. So we don't. So some larger companies that I know set up a mini site within their site just uncovered. And what you working for daily? The different page has changed. Well, it's kind of the other thing that's really important to us. As I said initially, it's relate to the people that you're talking to. You know, Melissa and Kate both stressed, you know, your audience. So the messages might change, but the concerns might be similar. So you don't have to reinvent the wheel every time. Right. But we can talk about messaging later. Like, I feel like.

[00:14:53] Yeah, I think trust, trust, trust. I like your focus on trust. I think in a crisis, people are searching for something to grab on to. Everyone is dying to grab on to some sort of, you know, regular treat. And it's the same with marketing. And it's I think people underestimate that. People are actually always looking for the authority in an area. People always looking to grab on to someone who knows what they're talking about. And a company can be that. And if you can just, you know, create a way and a content, you know, regular, regular content, just like normal content. It's got to be regular. Usually at the same time, consistent, older, all the usual stuff about building an audience with great content online. It's just tweaked a little bit.

[00:15:52] When you're in a crisis, does that sound like a crisis in terms of marketing in a crisis? Then you get the latest, wants to you focus on your existing clients. You don't go off trying to build your networks around around thing unless you have something to offer that's relevant. It's spreading out where just the branding idea is like because they had the message that was relevant to this thing. So that's a really good branding and that's very about journalism sales.

[00:16:26] Yeah, I think what we were talking the other day, it's a really interesting experiment for anyone if you look at the main way you communicate with your customers. As an example, and lots of small businesses might do that on Facebook and Instagram as well as businesses. But for small businesses, that might be the primary way that they do it. If you go through and you strip out everything that is a hard sell or a hard retail message and you look at what's left, you don't have anything left. You've got a big problem. And now's the time to do some work on that because you haven't worked out how you're going to build that trust. So you possibly don't have any trust to fall back on. And I think that's a really good tip. And if you can see your other messages there. Well, that's what you've put forward about yourself. That's what you can be building on. That's what you can be testing. What makes a very good time to taste things about what works and what doesn't work away from that sort of hard sell environment. But I think it is a really interesting test if we want to do through their own channels, because now is the time where there is a lot of work to be done.

[00:17:36] And even though businesses and some businesses are going for a terrible times with I mean, they can't operate. So it doesn't mean, you know, we used the example about Scott Morrison saying that he would like to get to effectively put businesses into an economic combination, which is not, in my view and I'm no economist. A bad idea. The business of business. But that has nothing to do with marketing. It doesn't mean stop talking to people. It doesn't mean you don't have messages. And in fact, very specific messages to send out. So it is a time maybe where marketing and I said before, I mean, I think it is idealistic to say, let's throw up. That's it. You know, it's all these experts say now's the time to spend more. People don't necessarily have more, but it's time to be very specific. It's not business as usual. It's time to think about who you're talking to, what they're facing and how you're going to connect with them.

[00:18:31] I think talking about what's left if you strip out sales messages is awesome. I think a huge chunk of what know of what is left is brand. Yeah. Yeah. And when you.

[00:18:47] If you take up if you haven't got anything left after sales messages have been removed, your your brand is probably is probably lacking and you're you're working on a price and volume kind of, you know, just you're just probably talking about price, whatever you're selling.

[00:19:05] I would just sell, sell, sell the entire time. That's such great point. I love that. I think everyone should really think about that. Removing the sales messages from the communications and saying what's left? Nothing else.

[00:19:19] You're not going to go for it? No, I was just going to think that from the people and clients and speaking to maybe people in this group, they struggling between knowing when to do the sale message and when to know what's the right mix of that.

[00:19:38] And it really depends on your product or your service. Like, you know what you're saying and what you're doing. If it's relevant to now, then you can be doing that sale message in a way that's not a faint you know, that's not a fancy if you're selling. What if you still want a home delivery one or your your fashion branding, then your message is my cloisonne. Now sweep accomplis to lounge around. Catch on. He's the John Pop. Where is it? Exactly the same jump that last month you probably told them was to be worn out on date night. So it's about making sure there is still an opportunity to sell if it's the right product or service to now because we still need things. But oh, mother, it's not a what you thought they needed or you saw the same thing in a different way. Or if you don't have something to sell, then it's back.

[00:20:30] What kind of what information can I share with you or what can I do for you? That's going to help you. And I don't need anything from me, but from my brand to your brand. Here's something we found really useful. And we've been doing a lot of work shopping with our clients around what we offer that they don't need TV money for, like their shifts in their hotel is in the market. And, you know, this service services we can all give that don't need money back now, but that will translate into some brand loyalty.

[00:20:59] On the other side of this, and I think paid when I think about the other side of these and not the dollar today sometimes as well.

[00:21:09] Sorry, sorry. Sorry, you don't help. John Brand. A very strong brand. This is, as you say, a very good time for them to work on branding. And what what what is a meaningful discussion I could have with their clients only about something that's not meaningful and it's not in school right now? I totally agree, unless it's something relevant that.

[00:21:31] Yeah, I think it's funny because once you also strip out selling the left with content, right and and content and content marketing. It's all the same discussion. It's like when you're trying to come up with great content. I think you you need to be thinking about what what is your specialty? What can you communicate and and tell people about that they want to hear about from you? That's not so. So it's the same problem.

[00:22:01] It's gonna be in your brand and your your time. I know. I mean, I used it would change the law and it drives me crazy as well. But what, S.E., even now, more than ever, like, it doesn't have to be perfect. It doesn't have to be polished. You might be working for Polish companies like banks or, you know, those sort of companies that have traditionally very polished online. But now maybe is not the time for that sweeping, polished mass audience. Let the whole.

[00:22:33] Yeah, I had a conversation yesterday with a client who was very keen to be in market at the moment because all of their competitors were in market, and that's a whole other conversation. But they knew they wanted to be a market and they thought the best way to do that. I wanted to know why do we have time to do a new campaign? And is it going to be good enough or do we take our old campaign and can we just get that back out there? And my answer is and I think that this of applies pretty much to everyone. Is that any money that you are spending behind a campaign that was put together in November for a world that was completely different is now wasted at the moment? It's not it's not for the being, but for the moment, you actually want to be in market right now, and that's fine. You need to do something that recognizes that everyone's world is is clouded and in this completely different situation than November. So if you want to do it, let's do something different. And I mean and I think that that is pretty much across the board. You have to be flexible. I mean, let's take Lobet and type. I brought this up the other dimer, which will keep being flexible with the businesses that, you know, pivoting their business as they're looking at different things that they can do. But you also have to be flexible but consistent with your messaging and your communication. There is no no room for irrelevance at the moment. Whatever.

[00:23:58] Yeah, no such great point. Such great points. I think that's going to lead us beautifully into marketing during the crisis because I wanted to start off and talk about communications and that consistency, internal and external, but then getting into the sales, the sales and marketing and we're talking leads. We're talking lead generation. We're talking, you know, products, ecommerce. There are people out there who can be running ads and are running tons of ads in the market. And so I wanted to bring in commerce at this point. Come on, let's talk about ads. And we had such a great phrase to start you off. Do you remember? No, I wrote it down. I wrote down to lead us into marketing across crisis. I think this phrase sums it up. People are still buying things.

[00:24:50] Oh, yeah. I think Kate already beat me to that in this one.

[00:24:53] Yeah. You already said that. You already kind of said that people are still buying things. Right. And people still have problems.

[00:25:00] They stole your product or your service potentially to solve them. Well, we didn't want to do is was to give anybody business advice on what they should be doing.

[00:25:11] We did this. But for people who have made businesses who have made the decision to to market or to bring new products to the market or to operate in a in an altered capacity if they're able to. You know, there are still people out there who are buying things, you know, for either a bit of retail therapy or, you know, they still need a new pair of Zoome friendly tops or or tracksuit pants. You know, you say that there's still things that we need to buy as a as a a bunch of consumers. And right now, the way that you say, for example, Facebook ads work is you bid on an audience. And if you been on up, for example, in Perth, you had a read a lot of competition previously, whereas now since a lot of the advertisers have dropped out of the market, if you if you've got messaging that's sensitive and relevant, you're going to be able to cut through much easier with much lower costs than you could two months ago.

[00:26:20] Think fantastic. And talk to me.

[00:26:22] Yeah, I'm talking about Total when he started messaging because I was just gonna say it and I'm just reading like scanning the messages in the chat as well.

[00:26:31] I really think your comments, God loving the comments, helps with the comment we don't make.

[00:26:35] If your product isn't relevant or it's not a relevant offering to your business. Don't try and jamma into Corona virus. I'm just saying someone's a broken man selling sanitary. And so that's just a ridiculous sort of segway into a product line. It just isn't doesn't match your brand and doesn't match your offering like some brands and offerings that can naturally slide into the Corona virus and helping problems and others on as obvious.

[00:27:04] But if it's so, you could go on mucho down messaging.

[00:27:07] Yeah. Them. It was just around this. It doesn't need I think we're maybe three the part where it needs to be specifically about coronavirus. And now it's just about and I hate the term. The new normal. And so you can as as comma and kind of alluded to the problems that we all face every day.

[00:27:30] They do slightly different problems, so. Yeah. This is our offerings. Target to that without talking about the coronavirus, because we all know wearing Nick Coronavirus was seen. Dana, what you know, whatever language you're using and I think. You know, yesterday it was a month since I was four weeks, and I think we're coming through the next phase where we can talk and communicate with our audiences and customers without referring to it, because it's like stating the obvious now, like we're in it. And so it's we are going through next phase and talking about the problems we face the day to day problems we're facing living and working from home.

[00:28:09] And you can start to phase out the the you know, the very obvious reference to current 19.

[00:28:17] Yeah. I mean, a lot. I might be doubling up on what I'm sorry I dropped out, but I think that now now a lot of people are running the risk of their messages being seen as old, too generic and not specific. Because I start with it's you know, it's the new normal. It's so different. It's not like you can scrap it. And sorry if I've doubled up with what you just said, but I think that that is now wasted.

[00:28:42] Yeah. Yeah. Is there a template email online somewhere that you can download and just put a company name and the strange times and hope you're all set.

[00:28:54] Yeah.

[00:28:55] Yeah. I think it's very quickly sorry but particularly content that we're working with clients that have a nightclub and we're looking at large streaming data sets and what that looks like and all these stuff. But what we filmed two weeks ago is now boring and redundant compared to all the crazy stuff that people are doing.

[00:29:18] And I said to the point this morning, as it's moving fast, it's a bit redundant. And he's like, he's moving fast. Is something you did two weeks ago, is now outdated. But that's the pace that that new content marketing is at. And don't be afraid to just keep trying new things because things are moving so quickly and we will potentially be redundant tomorrow. Is it okay to have a bit of a crack at the moment? I think. Yeah, as long as had a crack.

[00:29:50] Sorry, advertisers have had some time to be able to come up with some new content. Even the traditionally slower brands. And there's a new TV say out for Colgate, which is just beautiful. And it's all filmed vertical to look like it's face time. And you don't know what the ads for until the very end. And it's just, you know, it's really relatable. Really what's in our cartwheeled at the moment, connecting to people through these screens with all of their glitches and issues.

[00:30:20] And and, you know, that seems an example of something that they would not have done last year.

[00:30:28] It's just it's an absolutely a result of the crisis that we're in. And they've had long enough to get some content out and not be overly polished and and just sort of go yet. This is you know, I think everyone's right.

[00:30:40] You know what's funny? Do what's funny. Colma is that I love that color red video you send it to and it's amazing. I definitely want to watch it, but that that ad would have worked a year ago. Maybe, but they wouldn't have put it out. They would never have thought about it. I mean it wasn't like everyone. Nobody was video in six months. No they were. But they call it billions of people off face to face, IMing and chatting and doing zumaya things like do you like six months ago. But one of my favorite marketing business commentators was like this. This disease is an accelerant in so many areas, like it's speeding up what was already happening, like people already video chatting, but now it's just turned up to 11 people already buying things online. Like it's just done a lot of speed up, which I think has been really interesting. So, yeah, Coalgate was a great example. Carmen, did you manage put together? I wanted you to put together three. I had three ideas for martyring good example.

[00:31:46] And this probably comes into my, like, three sort of tips, which I didn't really.

[00:31:54] Didn't really eventuate. So we're just going to bet. What we're doing.

[00:31:58] But is, you know, venues federal closed or at least operating under a limited capacity, such as hospitality, doing a super job. They are on the front lawn. Absolutely. But I've seen it.

[00:32:12] Yeah.

[00:32:13] Yeah. I've seen some really great examples of like a lack of content shift. I do want to use the word pivot again, and that's one that is just caught my eye. And I'm sure there's many others doing it as well. Is the boys in Crown? Now, I don't know if you've seen the Roisin Crown's Facebook page, but they've kind of turned it into, like, who are they come.

[00:32:35] Who's the Virgin Crown?

[00:32:36] It's a it's a pub in Guilford's. Very good pop roast.

[00:32:41] I think it's been this it's like the late eighteen hundreds. So if you don't know just go check it out.

[00:32:48] It's, they've sort of changed their Facebook page which up until, you know, mid March which just. But is it the venue for, is it the food, blah blah blah. This band reon and then given a video camera to the chefs. And if they've kind of turned it into this cooking show, Slash Vlok and it's you know, he's this piece of fish and this is how we're going to cut it off. And this is what's on special and so fresh it is. And he's had to make the tartar sauce. And and it's just it's it's not live generally, but it's just fabulous. I like it. And that's how to stay relevant and staying relevant with an audience who may not be in your delivery area and might not be able to order, you know, your special fish and chips that you made Taito friendly for us. Or Quito's. But they elevate you've still given your audience something. You've still given them a reason, attuning no reason to smile or something for, you know, also boredom related. That fear that every time is a place. I'm like, what are they doing now? And it's just I just see that, you know, I wouldn't have taken a genius to get out. But just that the the purity and the wholesomeness that it's made is just so it just warms my little marketing heart that it's so good.

[00:34:05] And, you know, it doesn't ask often a lot to give your community something. And, you know, people love talking about community and what we said before that it is your value message is, you know, if with anything after the hard sale, you kidding yourself, you don't have a community. So if you really want to set about looking after that community or building that community, you have to understand what they need. And even if it's something that you don't offer, isn't that hard to post something? Hey, here are some great links of things that can help you like the Rose and Crown Facebook page, like a charity that's doing something like a great, you know, like it doesn't cost you anything. But that's give it's understanding your community. What you do. But giving them something and that builds connection.

[00:34:53] I think a massive stroke for me, if I would just jump in. I think a massive stroke for me is when you can align these cool, fun, funky content or ideas with the value propositions that you're trying to communicate about your business. Right. Just being funny, like being funny is cool. Right. So let's say you can you can do something as funny as there's some stuff we could do some things for. They can fit like Ford golf balls in the mouth or something. Awesome. Right. And that's got to fund the idea and micro engagement. But if you can go the next stage and think about how do we do that and also communicate the strengths of our company, then then you're really starting to to create great aligned content.

[00:35:39] And think what mail we discussed the other day was around if you're not talking to your community. Now, when you don't need them in inverted commas, because I cannot buy anything from you. But then you expect to come back in three months or six months and start talking to them again because you've got something to sell them like that. That's right. It is so fucking siula now. So you've got to invest in content. That's relevance or cookie, you know, cocktail making classes if you're a bar or you know, learn to deejay with our house deejays or you know, all these cooking shows or if you're a painter and you or you might Cloyd's like jump on line and like teach me how to make a dress with a sewing machine be terrible. But, you know, that sort of content that we does look at your value propositions and what you offer is a service that isn't selling good.

[00:36:37] That's right. There's nothing wrong. Yeah. And you don't exactly lightly say the other day, if you don't talk, it's fine. Throw out the messages when you're selling something. If you don't need to go in in the heart of times either, they'll forget about and by the time you're back or they'll remember that you didn't think they were worth talking to when you didn't have something to say. And what was I thought those things think a problem is that I remember you at all. Yeah, that's right. I don't forget you.

[00:37:05] And I know that feeB able to talk about discounting and, you know, at the beginning I is coming out and giving free money these days off that and which is great. There's also some companies that aren't in a position to do that. So don't feel like it that that's not your only option. He's counting what you offer and discounting your service can actually be detrimental to your service because you might have I'm as old as Sam is. Why don't have a backup? So you've got to hold your value and add value rather than take value off. Try and add value to make it seem more.

[00:37:41] I think this is the problem. I say over and over and over again when when people are trying to think about creating content is completely miss the amount of expertise and skills and knowledge that they have kicking around in their brain for their for their industry and their job.

[00:38:02] And and it's all there. You've got all the knowledge and it's just more about getting it out and aligning it to what you do and what what brand you want to create. It's all there. Like, it doesn't matter what you do. If you are good at what you do, you have a ton of knowledge. And it's just about getting creative about about communicating that knowledge. It's fascinating that now those people in the toughest on the front lines are now stuck with content marketing decks. That's all I that's all I can do.

[00:38:34] You know, interesting to me as well is that a lot of those Lambo market is with the nine hundred ninety seven dollar cost. Don't disappear.

[00:38:46] I do not.

[00:38:47] But they certainly did. All right. Let's.

[00:38:52] Yeah, yeah, and actually this. Look, I want to get to some Q&A. Sorry if anyone's got any questions. I mean, I can talk content marketing all day, but we've got to keep moving. I'm safe. If anybody listening has got any questions, please. Women got a really good question here from Monique in the chat here, which I think is a really good question. How do you stand out with your comms amongst the noise? Every old company I've ever dealt with are setting their own version of what they are doing and be safe messages. I think as Kate I think Kate 100 percent on the money. I think we're past that now. I think you can cut straight to value or maybe Mel said actually sorry. I think Mel said that way you can just cut straight. Yeah. So I think you can cut straight to value now. Like, look for human neck with your walking tours. You can just cut straight to an epic video about something like an a like a cool piece of content. And you hit you hit people in the inbox with that. And it's just a cool piece of content. Right. That's relevant. Did you go on a virtual walking grid? A virtual walking group. Take people around to take me down to a bar and talk to them. And you know what? Tell me how that was going. Yeah. Are they complete either? Well, no. Do not go to their door. You can still go outside. But, you know, you can take people out to a bar and be like then go talk to the owner of resume. Maybe you talk to the owners of the bars that you take people to and and they can tell you how fucked everything is for them right now. And and that kind of story and like. That's it. That's interesting. That's great. Content is so much out there. So it's more about relevance and quality, which ironically, it's always been about that.

[00:40:45] Right. It's always been about relevance and quality. That's how you stand out. It's the same now.

[00:40:54] Do we have any more? Does anyone else want to jump in? I want to scare everyone. Away we go.

[00:40:58] Oh, no, I was just trying to keep quiet because I don't want to give away any of my snakes.

[00:41:03] Yeah. Sounds like we're on my watch. Nice.

[00:41:07] Next get. It's a great ideas, I'm sure.

[00:41:12] I'm just going to beat my microphone and get rid of this joke.

[00:41:15] Yeah, thanks.

[00:41:18] I think it's Tracy here, I think it.

[00:41:21] Tracy, put your video on put your video on Tracy. We can't see. Oh, I thought it was on. You're a mysterious figure, voice. Your voice is getting behind the curtain. Come out, tries to come out into the light. I thought I was in the light. This is, though, because I can't just talk and just talk. And while you while you're out clicking.

[00:41:49] Well, I tell you, I won't click. I was thinking it's quite difficult for some people in the services industry to add value right now. So I'm talking about people like travel agents or people advisory legals, that kind of thing. I noticed there was a good idea in the UK where a lady is similar to some of us on this call. She's offering to put 20 percent of the fee to one community, a charity that's nominated by her clients. Not discounting she's add something to the community and she's still getting work. So I think that was a good idea. But did you have any other thoughts play on the services industry and specifically. Some of the questions that came in the travel industry.

[00:42:36] Yeah. I think the travel, if you just go to that same thing where it's a content marketing discussion now, it's it's storytelling. It's relevant. Interesting authority building content. Right. Whether it's a community where you're trying to be like, say, if you're a real estate agent and nobody's buying houses in your town. Right. Which I'm sure there are people that I like. Got it right now trying to to sell houses. Chase's back in. Then then talk to some businesses. Talk to some people who are trying to sell houses, what are their story? You know, there's so many ideas out there.

[00:43:21] Site. About content marketing is at the moment. And this process might be quite specific. But there's some common things that run through all of them. At the moment, there are a lot of businesses that are in position to do the fight to day activities that they do. And so when we say, well, that doesn't mean you don't need to say anything. Let's put content tablets, sightings. Let's also think about what is going to how long this is going to take. No one knows the answer to that. But where are we trying to get to? What are going to be the challenges when we reopen? Like, for example, bars? What are the challenges when they say, okay, you can reopen people? I don't have the disposable income or be not sure how I feel about social distancing and going to bars or, you know, where are we at them? So why not think about staggering MPRI preparing and stockpiling some of that content? Now, the danger with that, of course, is that in a crisis, you can never be sure exactly how it's going to play out. And this one has been the perfect example of how, you know, things have changed so much in four days or to wait so that you can have a bit of a break to think about it and start getting all your ducks in a row. Because, you know, as anyone that's ever done, content marketing or content mapping, planning knows, knowing that you've got something in like the watches is just gold. And even if you've got to tinker with it, you've got to make it more relevant. It is so much easier than playing catch up all the time. So I would suggest that people look at a process and what you're dealing with now, but also what are you going to need on the other side of it? Because it's going to take a long time. It's going to be a couple of different phases.

[00:45:04] And comma and odd comment, sort of what Spock just made coming on here. When we were chatting, a couple of weights go around the businesses to planning for what happens post these and what are your columns look like and what is your service look like?

[00:45:18] And you know, my ways run mass events. So the event landscape and running mass events are going to come back. That we're gonna be the last. They're going to look very different. And waiting to two, we're told we can do them and then start thinking about what they're going to look like isn't a very good strategy. So we're already thinking about what you know, what infrastructure we're going to need to buy or what processes we're going to need to put in place. Now, they might not. We might not need those for yet. And as you say, we probably need to tweet them a bit. But there's some rational thinking around the things that we'll be needing to be happening. So doing that now and using this time now for that planning, the companies and suppliers that are doing that are going to come out of these cuica rather than chasing the tail. I think once the once the doors are allowed to be flung open.

[00:46:13] Look, we've got a question in the chat, which I'd love to throw open to the team because I'd love to help Peter out. Peter, thanks for being here with us today. You're in the wedding and entertainment industry and you are on zero events. And I know people in this space as well. And my friends, a makeup artist, and she's just been wiped out at the moment. So thank you. And you say you can't supply what we're doing coming the way of running a photo booth at this time. So you're doing behind the scenes bits. And thanks to everyone else who is getting involved in the chat, which is great and giving some ideas. I'll start. It's the same story. It's the same story as if we went in, we weren't in quarantine of a pandemic. People still want to take photos. And I think it's just about going back to the brand and what authority can you bring and and what what space can you inhabit as an authority? If you're if you're a photographer, then you have photos of knowledge that that could be helping people right now. And if you get a little bit more relevant, you can get hotter, relevant if you want, and try to be like taking selfies at home or running. Zoom sessions had a lot your zoom session. I'm sure you'd have some expertise on that stuff like that, stuff like that. That's a good idea. Comment said, if I send you a photo, can you make me 20 Turin's same man photoshop your clients. That's a great idea.

[00:47:53] And also, I like digital sort of books. I've been saying combination like scrapbooking or I'm going back to the old days when you said you could put them into an album. I don't know if I could send you all of the pictures of my son and you can put them into an album and send them back to me.

[00:48:12] You know, that sort of offering, which is what your clients would have been looking for, maybe just not at event specific event. You're doing it for.

[00:48:23] Yeah, great idea, Greg. I'd do anything for me.

[00:48:26] I know, but I would definitely take you up on that service. I promise that I actually am going to get some photos of my thinking and third child.

[00:48:39] I think on this, I think a lot of businesses, especially I find with some older, older demographics like my dad, they they get trapped in the idea that there's already options out there for for what they. These other ideas that they might be coming up with or content as well. Whether it's a product offering, different product offering or different kind of content and. Oh, that that's such that that's not true, right, like if if, for example, you've come to my wedding and done a great job pay and then I get an offer from you for a photo book. I know you. I trust you. I think you're great already. I am so far down the customer journey of buying whatever you are selling. It's not even funny. So I think everyone needs to. Everyone needs to stop thinking on. This video has been made a thousand times. This product's been offered a thousand times. It's about you offering it and how you do it. That's separate.

[00:49:46] I definitely agree with that. I think that I think that it's easy to say, oh, there's plenty of people that have been doing this for so long and I don't want to do it. And they're doing great job. But it's about trust. Like you say. But it's also about getting front of the people. Because I like that. Well, that's what marketing is. Right. And. You know, having a great service or a great product. Nothing. If you can't get in front of the right people. And if you already have that connection and it goes back to looking out your own backyard in good and bad press will take you a long way.

[00:50:25] So many good ideas. I think we're going to have to wrap this up, guys. This has been super fun because we've been going for an hour and that's definitely enough of my face in everyone's house and screen. So I want to say big thank you to everyone for coming, guys. Kate M. Tracy, thank you so much. That was fantastic. I hope everybody joined and got heaps value out of it.

[00:50:50] Would be happy to pay. Tweet after a guest if you want to. Struck us an email. Hey, at the markets don't need so that we don't have to say everybody's website and contact details. We will funnel it through if you'd like any comms advice from our three professionals.

[00:51:09] Yes, I'm sure these guys are very happy to talk to anyone and everyone who's who's jumped on today. It's it's a it's a time where I think I think I've actually not been talking about enough. I feel like I've been listening to so much news and listening to so much that I haven't done enough thinking and and a lot for my own business and enough thinking about marketing, which sounds strange, but I just have. I'm sure there's a lot of a lot of other people, so. Thanks so much. Everyone can have a great job.

[00:51:39] Can I just get a final thought on Slate's social media wise, guys? I think we've all sort of seen that it's kind of go back to its roots. You know, we used to actually check our social media channels to see what was happening with our friends and to stay connected. And and we've got, you know, pretty jaded with that and came about brand messaging and that kind of thing. But as a person and as a human, I think I've never been more connected to other humans than I've been in the last few weeks. In a lot of that is because social media is kind of having a bit of a renaissance in that in that regard, say lean in.

[00:52:17] All right.

[00:52:19] All right. Thanks so much to our guests. Thanks, everyone, for checking in. And we will see you next time. Thanks, everyone.

[00:52:27] Bye bye.