WEBINAR: Pivot Don’t Pause: Strategic Insights From the 2008 Great Recession
Monday 1 June, 12:00
While the COVID-19 pandemic has unleashed a massive economic shock on businesses worldwide, what if you could set aside the fear, uncertainty, and doubt, and instead follow the path of the top performing companies from past economic crises?TOP Global CEO Ben Kaplan [topagency.com] set out on a unique quest: To study the patterns and distill the playbook for the “crisis conquerers” — the companies who not only survived the 2008 Great Recession, the 2000 dot-com bubble, the 1990 slowdown, and the 1980 decline, but who actually thrived by outperforming industry rivals by at least 10 percent.
- So how did these companies cut costs and conserve cash in unexpected ways?
- Why did these high flyers actually ramp up specific types of spending?
- How did the nature of their marketing fundamentally change?
- What else did they do to survive the short-term but position themselves for the long run?
In this first-of-its-kind presentation, Kaplan reveals why now is the time to pivot not pause.
During this live presentation, some of the core topics Ben will cover include:
Pivot #1: Cutting costs and expenses without sacrificing long-term growth
Pivot #2: Targeting customers + verticals who have incentive to do business now
Pivot #3: Finding competitive advantage in “white space” where others retrench too much
Pivot #4: Claiming “share of voice” and “share of mind” through time-sensitive marketing
For companies who don’t want to sacrifice their growth prospects to the pandemic, this presentation may be the most important one you’ll attend all year.
Ben Kaplan is a rare “quadruple threat” business and marketing expert: Over the course of his 20-year career in the media, he has been featured on 5,000+ TV and radio shows (such as Oprah and Good Morning America), served as a media spokesperson and adviser for major brands (such as Dr. Pepper and U.S. Bank), founded a leading global marketing agency (https://topagency.com) with clients like Citibank and Budweiser, and worked as a syndicated columnist and commentator (including columns for The New York Times and TIME). Kaplan is a Harvard-trained economist who previously served as a case writer at Harvard Business School and the National Bureau of Economic Research.