Navigating a Global Storm: The Importance of Targeted Messaging During Times of Crisis

This webinar will discuss the importance of targeted messaging during times of crisis and discuss lessons learned/learning from the COVID-19 global pandemic, paving a road map forward for the next predicted wave of business interruptions. What brands do now will determine how customers support them in the future. Clients experiencing COVID-19 interruptions and pivots, and NisonCo PR team members will talk about examples of good and bad PR/marketing moves; companies communicating with their clients during times of crisis and how the messaging makes a difference in public perception. Daily High Club will discuss the shift toward in-home cannabis product experiences, Brightfield Group will explore current market trends and consumer behavior during stay at home orders. The conversation will serve as a map forward on how to reach consumers in their homes and discuss how to make the most of limited marketing touchpoints.

Learning Objectives

  • What to do and not to do when communicating with customers/the public during unprecedented global events like COVID-19
  • How to craft effective messaging with the current climate in mind
  • How brands and companies can move forward to prepare them for the next potential wave of business interruptions
  • What to consider when shifting your digital strategy
  • How consumer behavior has changed in response to COVID-19
  • How brands are responding in terms of new product launches

Speaker Bios

Beth Adan: Beth is the Director of Marketing for NisonCo PR. She has been in PR, marketing, and branding since 2011 and is a native of Washington State, which legalized adult recreational cannabis in 2012. She joined NisonCo in 2017 and has a long-term track record of proven PR wins, having secured high-level media coverage at both mainstream and cannabis-related outlets for her clients. Her passions in the green market are consumer culture, environmental sustainability, and social responsibility.

Megan Cunningham: Megan has nearly a decade of experience in PR and marketing, with a focus on managing cannabis and consumer housewares brands. She holds a B.S. in Communication from Endicott College and belonged to the internationally recognized communication honor society, Lambda Pi Eta. Megan is passionate about destigmatizing cannabis and highlighting the importance of equity in the industry, as well as how the plant’s massive benefits can be part of modern life. She specializes in identifying and building significant relationships and is skilled in providing innovative, strategic solutions in a swift manner. Megan strives to bring a fresh perspective and energy to client accounts and her day-to-day responsibilities.

Liz Whiting: Liz Whiting, also known as Bizzy, leads Daily High Club’s marketing and creative team. She is a skilled modern-day marketer who’s talents range from influencer and digital marketing to creative direction and content strategy. Having worn many hats through her career track, she has developed a unique skill set. Her mission is to continue to drive Daily High Club’s story and brand values of community and education. Liz secured Daily High Club’s blue check on Instagram, led successful partnerships with community legends like B-Real and Tommy Chong and has developed an interactive, audience-focused strategy that has contributed to Daily High Club’s overall success. In addition to her worklife, she is a women’s health advocate who loves painting and writing. You can find her writing featured in SELF Magazine and has mentions in Benzinga, Yahoo! Finance and more!

Andy Seeger: Andy’s background includes extensive work in econometric modeling, quantitative analysis and consumer insights principles. Following years of consumer and market analytics and insights for two of the largest global beverage-alcohol companies, Andy has shifted his focus to cannabis and the cannabis consumer. He works closely with Brightfield’s analyst, data science, and business development teams in order to comprehensively analyze cannabis markets across the world.