Study on Business Impacts of COVID-19 Helps Communicators Plan for 2021

Published on 25th November 2020

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This insight post is a summary of the original blog post authored by the Airfoil Group. Airfoil Study: COVID-19 is changing how businesses communicate.

How has COVID-19 impacted businesses and industries that communicators and marketers support? A new study from Worldcom Partners at the Airfoil Group provides some answers. 

Explore some of the key findings below, as well as Airfoil’s insights into navigating B2B and B2C communications during this unprecedented time, and as you begin planning for 2021.

Silence on social justice issues is no longer an option

More than half of survey respondents said they would be closely monitoring social justice issues moving forward. 

With a renewed focus on social equality issues in the U.S., companies large and small have recommitted to the principles of diversity, equity and inclusion. Heightened accountability has ushered in a new age of Corporate Social Justice. 

But, a statement of support isn’t enough; it needs to be accompanied by strategic and authentic actions that align with your company’s core missions and values. 

Rewrite the playbook for trade shows and conferences

Of the marketers surveyed, 80 percent said they plan to prioritize a digital presence at trade shows. 

Virtual events can offer a lower barrier to entry, which can translate into more dynamic participation. However, an exclusively digital presence makes it more difficult for brands to stand out and make quality connections. 

You must have a bold, creative approach to your digital presence to stand out. 

If you get more value from the offsite dinners with prospects or impromptu networking on the exhibition floor, consider reinvesting your budget into a sales enablement or lead-generation campaign. 

To get the final takeaway and more study insights, read the full blog post, “Airfoil study: COVID-19 is changing how businesses communicate.

Michigan-based Airfoil Group is the agency for launching businesses, brands, and products. Airfoil’s team of progressive account professionals and vital Worldcom partners apply a multidisciplinary lens to client communication challenges. The firm develops strategies that maximize clients’ competitive advantages in local, national and global business markets, and with target audiences through traditional and emerging channels.

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