COVID-19: Business Continuity and Recovery.

The Post-Pandemic Recovery

By Mauricio Ruiz Arnaut.

Most business owners are always thinking about how to improve their business strategies for future eventualities and growth. However, in an uncertain situation like the one we are living in these days, it is almost impossible for everyone to be fully prepared. That does not mean that you cannot take suitable steps to develop systems to improve the existing progression of your business. Although the pandemic is front and centre in most aspects of life and business right now, it is important not to focus all your efforts solely on a COVID-19 related strategy. Take this opportunity to make a plan that will benefit your organization in the long term and provide your customers and clients with enough information to see you as a long-time partner and keep their loyalty. What worked yesterday may not work today, so give them a reason to keep believing in what you have to offer.

 Continuity

Not every business will make it through this crisis. Businesses that will clearly not survive are best to cut their losses as soon as possible to avoid incurring continued and new debt. We have seen this already in several cases across Canada. Organizations that can keep moving forward will need to adapt to renew. Circumstances are not necessarily 100% negative and changes are not necessarily bad if done with the right approach and proper strategy.

It is important to move forward with proven strategies that still apply in post-pandemic operations and revamp them to create that shift that will make your business/industry meet your customer’s new necessities. Focus on strengths that project the adaptability of your business, and pay special attention where you see weaknesses in your operations. At the same time, as noted in a recent Forbes article, do not lose track of small changes that, when strung together, represent an important part of the whole picture.

Implementation

Tourism is an example of a hard-hit industry that continues to respond and adapt amid closed borders and great uncertainty. Rather than focusing energy on trying to prevent existing reservations from being canceled, many destinations and companies have done their best to make sure that reservations were rescheduled for later dates. The message to travelers is that not everything is lost and they will able to take those well-deserved holidays at a later date. The goal is to minimize the loss of revenue and expenses that they have already incurred. At the same time, they are reaching out to their local communities and encouraging people to spend their next holidays, traveling within, to help local economies bounce back.

The events industry has been forced to pivot/experiment with virtual events, to keep educating customers/students/stakeholders with important topics in their field. This does not mean that events, as we know them, will not happen again, but in the meantime, demand for events remains and it needs to be fulfilled.

Communicating

Clients will be searching for businesses they trust and are clear on their practices/values. Communicate empathy to clients and potential clients to show that your company is there to support them and the community. The tone should be relatable and communicate that we are all in this together. Inform clients about any changes that the company has made and any measures taken to support them during a difficult time.

Communication is key in these times and a wide variety of methods should be used. Remember that customers and potential clients/people, in general, are spending more time online, due to social distancing. Be there to connect and support with any information that could be essential to make their buying decisions seem effortless.

 

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Make Your Corporate Event a Success: Important Things to Consider When Planning an Event.

Corporate events are one of the best tactics for putting a face to the name of a company. They allow organizations to connect with stakeholders in a personal way. Organizing a corporate event is not an easy task, but it does not have to be a pain either. An approach that focuses on the goals and planning needs of an event is key to success, whether you are a for-profit or a not for profit organization.

Here are some important considerations:

1.- Organizing and Planning.
Start with a project plan.  This is a to-do list of sorts that includes all the details about your event (before, during and after), which helps you to keep track of what needs to be done and who is responsible. Having a project plan does not mean that some things cannot change last minute, but it helps minimize the likelihood of challenges along the way.

2.- Goals.
Why is this event important? what are you trying to accomplish?
The event goals need to be very clear as communicating internal changes, launching new products or services or hosting a client appreciation event require different approaches.  It is very important to match what the event is attempting to communicate to the audience.

3.- Guests.
Make sure you have a clear target audience and a complete invitation list. Knowing your guest profile will help select the event format and venue. Be certain to send invitations at least 4 weeks in advance. Some people will confirm within a couple of days, some will take longer. However, the more advance time they have to schedule the event the better. But no matter what the situation is, be ready to do some follow up to keep your guest list up to date, and people interested. Also, keep in mind that some people will cancel, others will not show up and some may confirm last minute. 85% attendance is considered a good turnout, so factor that in to your logistical plans.

4.- Agenda and Format.
The agenda and event format need to include topics and opportunities for engagement that are relevant for your target audience, sponsors and V.I.P.s, in order to increase the likelihood of a good turnout.  Guests need to see the value the event offers or they will not attend. Also, be sure to avoid cramming too much into the agenda or important messaging will be lost.

5. Budget.
The budget will ultimately determine the size, format and location of the event. Obtaining several quotes and alternatives is helpful for building a budget with the best value and one that allows you to adapt to change if required. We recommend leaving some room for budget flexibility in case the opportunity arises to grow the event or an unforeseen situation arises (a required change in venue, for example).

6.- Venue.
Consider how many people you’d like to host and whether you will need to offer options for guest accommodation. Decide in advance whether you will require in-house catering, AV, decoration, liquor (and licensing), etc.  There are both inclusive and bare bones venue options, which have different pros and cons.

7.- Event Promotion.
Creating a positive buzz is important. Doing the right marketing for your event does not need to be super expensive as having the right strategy could go further than you think. Getting everybody involved by using social media, an email campaign and other advertising channels would help to generate the right buzz.

Marketing and communications strategies should start early and continue for a few weeks after the event in order to harness maximum impact.

8.- Team Collaboration.
Start by clarifying roles and deadlines. Schedule periodic meetings with your team to track the project plan progress. This will ensure everything is on time, budget and allow for adjustments as necessary.

If you are planning your first corporate event, remember to plan for every phase of the event in advance. This will ensure you stay organized and on top of every step of the way. An event is a project that requires detailed planning, teamwork and time dedication. If you do not have the capacity to follow each phase of the process, be sure to engage a professional to assist you so that your event investment is a success that provides generous results.

Contact Sinclair and Ruiz to learn more about how we can assist and help you to organize your next corporate event: info@sinclairandruiz.com

Mauricio Ruiz
Business Development

Lesson: How Social Media Organizations Market Themselves

Having a social media strategy is essential. However, it is important to understand the role social media plays in an organizations marketing campaign in order to use it effectively. Social media is a valuable tool, not an inexpensive alternative to integrated marketing. Social Media companies themselves offer the best example.

A few months ago, we attended the LinkedIn Marketing Solutions seminar hosted by LinkedIn, at the Vancouver Convention Centre. This was a great event that shared insight into social media user behavior, how consumers use LinkedIn, as well as the products offered by the company to assist organizations in reaching these consumers.  The sales portion of the presentation was informative, direct and very effective in changing the perception that the platform should mostly be used for personal professional networking purposes and employment searches.  Linked In certainly offers many other valuable tools for organizations wanting to reach their valuable membership. The curious thing about LinkedIn’s brand awareness and sales strategy is that it transcends social media. That is, the tools were promoted via an event that allowed face to face communication, the event was marketed via BC Business (a business magazine and e-newsletter), and the collateral material distributed at the event was a hard copy report. This is a great example of an integrated marketing campaign.

Facebook also promotes product awareness via events. Brooke Oberwetter, associate manager for policy communications at Facebook, spoke at a Vancouver Board of Trade Event in June of this year. Furthermore,  Twitter is using traditional network building strategies in Canada by “developing partnerships with creators of TV and Web programming”, according to the Globe and Mail in an article that suggests they work with traditional media outlets to promote their public relations message.

This is an important lesson, as it showcases the fact that in order to build their valuable membership and customers, they draw on multiple marketing tools. Thus organizations must take advantage of what social media offers, as a tool to be used in a wider strategy.

Contact Sinclair and Ruiz today at info@sinclairandruiz.com to find out how we can integrate social media in to your organization’s marketing strategy. www.sinclairandruiz.com

Your Mazatlan Brings Events to Regina, Saskatoon and Edmonton

El Cid Real Estate and Walfre Real Estate will bring a taste of Mazatlan to Regina, Saskatoon and Edmonton on October 14, 15 and 16, respectively.

El Cid Real Estate and Walfre Real Estate will kick-off the  “YourMazatlan” campaign in Saskatchewan and Alberta this October. The campaign – which is also sponsored by the Mexico Tourism Board and the State Tourism Board – will provide a platform for Americans and Canadians who travel to Mazatlan to share their experiences. Thus, travelers who are new to the resort can learn about it through their peers; and Snow Birds will have the opportunity to share their thoughts.

The cocktail receptions, organized by Sinclair and Ruiz, will be a social medium for guests to meet new people and learn about wintering in Mazatlan. A brief presentation will discuss cost of living, healthcare and investment in the city. Several prizes will be raffled  – including accommodation at El Cid Resorts. For further information and to register for the events, please visit www.yourmazatlan.com.

If you don’t live in one of the city’s where the cocktail receptions are taking place, check the website after October 18^th for promotions open to residents across North America and your opportunity to share your experiences.

About the Hosts:

El Cid was one of the first master- planned resorts in Mexico and now boasts 4 hotels, a gated community, 27-hole golf course, Marina and Country Club in Mazatlan; and hotel resorts in Cancun and Cozumel. El Cid is home to the largest community of Americans and Canadians in Mazatlan and continues to be the most exclusive area in Mazatlan.

Walfre Real Estate is the most respected real estate service in Mazatlan with over 30 years of experience serving Americans and Canadians.  Professional services include: sales and leasing, legal and fiscal consulting, property management and rental referrals, translations and interpreter assistance.

El Cid and Walfre, the two most recognized names for Mazatlan’s luxury real estate, have come together to share Mazatlan with North America. There is no better time to experience Mazatlan.

Thousands of Vancouverites Embraced Mazatlan at Mexico’s Ultimate Fiesta

 The Mexico Independence Fiesta, a part of Mexico Fest, took place on Saturday September 11^th at Thurlow Plaza and featured Mazatlan. As the rain fell on the dramatic stage framed by the North Shore Mountains, the event inspired nostalgia in Snow Birds and Mexican-Canadians alike.

Michael and Helen Peligal

 Michael Peligal and Helen Wong started going to Mazatlan thirty years ago. They returned to Mazatlan year after year as they became close friends with many locals. Now they own a place in Mazatlan.

 “The local people are phenomenal,” says Michael. “The climate is great, the food is wonderful and it’s just relaxing. All the things you read about that are going on in Mexico, you just don’t feel them when you are there … Mazatlan is a great city.”

 Michael and Helen stay informed about Mazatlan while they are in Vancouver. They participate in events Mexico organizes on the Lower Mainland and they are not alone. Thousands of Vancouverites flocked to the Fiesta and many donned traditional Mexican embroidered clothing and sombreros. Partygoers braved the evening rain to sing the Canadian and Mexican national anthems as both countries’ flags stood side by side on the main stage. The crowd sang, danced, ate and cheered as anyone would at a good Mexican fiesta.   

Celebrating at Thurlow Plaza in Vancouver, B.C.

About Mazatlan:

 Mazatlan is located on Mexico’s Pacific Coast at the foot of the Sierra Madre Mountains. Founded in the 16^th Century, Mazatlan possesses one of Mexico’s only seaside historic centers. One in every three travellers that visits Mazatlan is Canadian. The city, State Tourism Board, and the Mazatlan Hotel Association are thrilled to bring a part of Mazatlan to Vancouver as a preview to the winter season. For more information visit: www.gomazatlan.com

DIY Marketing – Is it the right option for your business?

Many businesses are opting to develop and implement their own marketing campaigns. Some decide to hire in-house staff to take care of this side of business and others just go at it alone with the idea of saving money.  In both cases, businesses can benefit from professional assistance, albeit for different reasons and to different extents.

In the case of in-house marketing staff, personnel is very useful in terms of implementation and follow-up as they are knowledgeable and can absorb some of the more time-consuming aspects. However, rarely can one person know everything. Professional marketing agencies can provide specialized assistance and direction  that complement your marketing staff’s plan of action – and they may be able to secure preferential pricing not available to individual businesses.

They case of DIY for company’s with limited marketing experience is more complex. Some companies shy away from investing in agencies if they feel they can buy media on their own and choose the right place to advertise from listening to buzz about delivery options (like Search Engine Marketing). Some companies shy away from professional help because they have chosen a method of advertising – lets stick with Search Engine marketing – and spend a substantial amount of money on Google AdWords only to find they are not getting the return on investment expected. In these cases the missing link is a sound strategy.  DIY involves expensive trial and error if a company is not familiar with different media options and how they connect with specific markets.  Furthermore, as with many other media, Google AdWords are an excellent advertising option, but rarely are they the sole answer to a company’s marketing needs – a combination of media with a strong message are needed. These features, along with a budget and clear and realistic goals,  make-up a sound strategy.

We do not claim that DIY should be considered a write-off. DIY marketing is not for everyone, but the reality is many companies will take this route and if done properly it will produce the desired results. The DIY approach can especially work for small businesses.  I wouldn’t recommend it for large and complex campaigns; for companies that cannot invest the time required for implementation and follow-up; nor do I recommend DIY for event planning (save yourself the time and stress).

However, DIY marketing  can be used for setting a solid foundation in branding and lead-generation. Most companies do DIY social media marketing as well. They key, as noted before is having an effective strategy, and this is where professional help is extremely important.

S&R understands that companies have different needs, budgets and take different approaches accordingly. We also know everyone needs a sound strategy.  This is why we are launching a new set of cost-efficient marketing packages designed especially for DIYers. The packages include all the tools and coaching companies require to launch effective strategies from the start. If you would like more information and pricing for these packages … or would like to know if this is an option for your business email us at info@sinclairandruiz.com.

CIS

carolina@sinclairandruiz.com

www.sinclairandruiz.com/marketing

Event Management: 5 tips for increasing attendance

Organizing a successful event requires detailed planning. A great part of the success will depend on generating the desired attendance.

You may have the perfect food, entertainment, exhibitors and ambiance; but you also need to attract people – which can often be one of the bigger challenges of organizing an event.

One of 26 exclusive events managed by S&R to date.

The following are a few tips that will help you improve attendance:

1.- Information: Your invitations should have all the necessary information (date, time, place); but also describe de event in a way that will peak the interest of the people you want to see there.  This may sound obvious, but often invitations lack detail about the type of event and its purpose.

2.- Invite Existing Clients: Even if the purpose of your event is to connect with potential clients, be sure to invite existing clients. Not only is it great to keep in touch with them, but they are also a great source of referrals. Encourage them to bring along friends or colleagues.

3.- Be accessible: Provide a telephone number and email address where the event can be reached to answer questions. This is especially important if you are reaching out to potential clients who may have questions before committing their time to you.

4.- Automate: Become more efficient by setting-up  online registration, RSVP, and method of payment (if applicable).

5.- Confirm: Once a guest RSVPs or registers be sure to confirm it right away. Confirmation is very simple when you have an automated system. Furthermore, it is important to send a reminder of the event if guests register a few  days before the event actually takes place.

These tips can be adapted in different ways depending on the type of event and its objective. We encourage you to seek the assistance of a professional event manager to ensure all aspects of planning are taken care of, so you can enjoy your event and focus on your clients, prospects and reaching your goals.

Carolina Ibarra Sinclair

http://www.sinclairandruiz.com

info@sinclairandruiz.com

Related articles:

http://xicoarteycultura.wordpress.com/2012/01/14/event-planning-the-fundraiser/

http://www.coachdanfoster.com/2010/06/7-tips-for-planning-a-great-event/

S&R: a consultancy for integrated marketing strategies

Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies. www.sinclairandruiz.com/marketing

Here are a few facts about our work:

• We analyze markets, assess progress and business processes in order to improve performance.
• S&R designs highly targeted campaigns that focus on ROI, marketing-for-leads and branding.
• Our experience includes working with private companies, tourism boards, associations and public-private sector co-ops.
• S&R campaigns reach Canada, Mexico and the U.S.
• Our team’s client retention average is 4 years +.

In the following blogs we will discuss different marketing topics and address frequent questions about event management, new media, design and others. We’ll offer tips and provide anecdotes you might relate to.

But for today, I say welcome to our blog!

www.sinclairandruiz.com/marketing