There’s no doubt COVID-19 is a calamity of tragic proportions. The health impact will not diminish soon and the economic fall-out is just beginning.
It’s equally true that share of voice and market share gains are outcomes of calamity.
So while most organizations will choose this time to pull back and stay stuck in the past, we know it’s the best time to push ahead. Regardless of your sector, share of voice gains drive share of market gains. Share of market gains can last long after a Corona is simply what you drink on a beach again.
Interested in unsticking? You could look to best practices. Sadly there aren’t any for coming out of a pandemic; the last one was in 1918. You could also hire a consulting firm to create a big, fat Post-Pandemic Playbook. Good luck with that.
Or you could take two steps that will deliver share of voice and market share gains as soon as the time is right.
(1) Audit how behaviour change has impacted your organization and the sector in which you operate. Find the new gaps. Do it in one day.
(2) Create and execute a custom action strategy to take advantage of those changes and grow the engagement and/or revenue of your organization.
Consumer shopping behaviour has already changed. Philanthropists are looking for new ideas. Traditional media has tipped into the abyss. How humans engage and what they deem important may never be the same. All that spells opportunity to us. We create and take advantage of behaviour change for a living.
-
University of Guelph
University of Guelph is a leading post-secondary institution with an amazing, almost quirky sense of self. Yet their brand, while well-documented, was not understood nor universally applied. Meantime, over 100 campus communicators were working without a playbook. And U of G's competitive position was eroding...
-
Ernst & Young
EY is a household name with an international pedigree in accounting and audit. EY partners are also exceptionally bright advisors to massive businesses on just about every other relevant topic. What EY isn't is well-understood or valued in the privately-held, mid-size market where perceptions about scale and cost are competitive disadvantages. Tenzing was hired to close the perception and awareness gap...
-
Bruce County
Bruce County is a picture perfect collection of communities and tourism brilliance nestled between the shorelines of Lake Huron and Georgian Bay. It is also home to economic powerhouse, Bruce Power. The Bruce Planning and Economic Development team was doing a lot right - with one exception: they weren't using their name and their brand to leverage positive awareness and growth. Sometimes you have to hear from someone outside to realize the potential of what already exists.
-
Libro Credit Union
When we started working with Libro Credit Union, they operated under a different name, had assets under administration of $250 Million and served about 25,000 customers. Twenty years later, Libro, as a comparatively new brand in financial services, enjoys 70%+ name recognition, has $5 Billion in assets under administration and well over 100,000 customers. Did we do all that? Of course not. Did we help? Bet on it.
-
Huntsville Hospital Foundation
When we were retained to help Huntsville Hospital Foundation re-imagine their fundraising strategy a few years back, they were only raising a fraction of what they needed and the hospital was taken for granted by local residents. Even worse, seasonal residents - especially those with the capacity for major gifts - didn't see the hospital as their cause at all. Fast forward a few years and fundraising has increased by about 300% and the hospital is now cause #1 in the community.
Our Client Experiences
From financial services to consumer products to municipal economic development, healthcare, NFP fundraising, technology and business-to-business marketing, we have client relationships that border on professional love affairs. (Are we allowed to say that? Hope so.)