So who will be remembered as the heroes of the ‘Reinvent’ phase? How will the new ideas and innovations tip over into mass market adoption and deliver lasting change in the industry? That, to a large extent, depends upon effective communication.
We know that there are already many companies, joint ventures and industry groups getting on with transformation. Spurred on by the saying ‘never let a good crisis go to waste’, they have progressed their plans with extra vigour over the lockdown period.
If you are one of those organisations, intelligent PR, targeted digital communication and meaningful stakeholder engagement will play a pivotal role in establishing your leadership status.
Here are some tips on maximising the marketing potential of your initiatives in the true spirit of the Roadmap to Recovery:
Where possible, tell the story collaboratively. A tale of innovation works best when it is told from multiple perspectives, so stress the benefits for all parts of the supply chain. To be able to change and grow as an industry, we cannot continue to operate in our individual silos. Instead, we need to communicate and share our best practice much better.
Tell the story visually. Seeing is believing, so seek out opportunities for video, animations and infographics.
Build in some emotion. Change is not easy, and like every great episode of Grand Designs there is always the moment of ‘jeopardy’ – the point where everything looks like it may go to pot. If you want your story to be memorable, don’t leave out the suspense! Take your reader on a journey and position your customer as the hero of the story.
Look for virtual networks to help spread your knowledge and insights. Traditionally, trade shows, industry events, conferences, exhibitions and awards have been ideal venues to showcase new ideas and to build new contacts and relationships. But with so many events curtailed for now, this networking has moved online. Make use of online events, webinars and podcasts instead, all of which have boomed during lockdown.
If in doubt, LinkedIn is a great place to start. Regular posts with pictures or video clips that communicate what you are trying to do (and why) are likely to generate a lot of interest. If you do get comments make sure that you respond to them, and follow up expressions of interest. This is a relatively easy way to build up your contacts, expand your network and showcase your expertise.
Harness the influence of your trade association, professional institute or other membership body. Industry groups have played an important part in continuing the CLC’s work. Many are also involved in the sectoral working groups that will drive forward implementation of the recovery plan. Look for opportunities to share your stories of reinvention through their communications channels too.
Most importantly, our message is to start building your communication plan now. The successful delivery of the recovery depends upon it.