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Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


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COVID-19: Business Continuity and Recovery.

The Post-Pandemic Recoverybcp

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.

chairsCorporate 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


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Case Study: Strengths and Weaknesses Analysis

At the end of a 6 month events & promotions campaign for a developer client withImage

recreational developments in Puerto Vallarta and Mazatlan, Mexico we analyzed the

results of our client’s strategy to determine strengths and weaknesses. The objective of the analysis was to design a plan of action to improve the existing Return on Investment (ROI).  S&R evaluated results, and developed a series of recommendations to increase ROI by focusing time, effort and investment on the more successful and cost-efficient elements of the campaign. The modified campaign concluded with a significant increase in prospects and sales.

Contact Sinclair and Ruiz at info@sinclairandruiz.com to discuss how a review of marketing efforts can increase cost efficiency, effectiveness and sales results. Visit  http://www.sinclairandruiz.com today.