October 19, 2020

“In a crisis, be aware of the danger–but recognise the opportunity,” John F Kennedy.

Never has this been more pertinent than what we have witnessed over the last seven months. Our clients have had to completely rethink their comms strategies, and the vast majority have adapted and re-assessed accordingly. I hate the phrase ‘new normal’ – really, I do – but this is the world we find ourselves working (from home) in.

One such client is The Training Partnership, who run enriching study days for A-level and GCSE students with speakers including Professor Robert Winston, Grayson Perry and Dame Carol Ann Duffy DBE. Historically, these days have taken place in large auditoriums in London, Manchester and the Midlands, and our role has been to drive awareness and ticket sales. Unsurprisingly, these study days can no longer be held in this manner and they have now all moved online. So, instead of geo-targeting the specific locations, we are able to throw open the doors to include Europe and Asia and truly engage with the international market, a fantastic opportunity to broaden the audience and a huge benefit to all involved.

Whether it is events moving online, a focus on pre-Christmas sales or creating engaging b2b relationships, Kennedy made a good point. The online audience has grown through lockdown, and there have been behaviour shifts that will outlive the current crisis.

I’m still not so sure about the Zoom/Microsoft teams meeting shift, nothing will beat a face to face meeting, but being able to access so much from the comfort of your own home? It must be a good thing……(*downloads Deliveroo app)