Making sure teams are up to date with current trends so consumers are aware that brands are knowledgeable and here to help is vital. Coronavirus is an example of this. Small businesses and Canadian companies such as DIS remained in business and served during this tough time by making adjustments to COVID-19 which allowed customers to trust their small brand.
During the COVID-19 pandemic, many individuals were lost in what direction they wanted to pursue, this included business as well. Coronavirus shut down and altered the organization of many once-stable corporations and brands. My job position within Digital Imaging Solutions (DIS) is included. Business and content creators need to maintain relevance to the outside world and be mindful of COVID-19 inflation/change.
When DIS was experiencing a lack of work during the pandemic, a shift was created in their products. They started to offer essential needs that were vital to their communities. Located in Toronto, a need for masks for public essentials workers was in demand. They adapted and altered their original services of creative design, printing, and installation to meet public calls to action. Governments were also funding essential organizations that aided front-line workers.
DIS used data and analytics with recent trends and altered their organization to stay in demand and create products that are essential to meet government standards. This then increased sales and revenue by following popular audience needs.
DIS protected against COVID-19 with a range of PPE equipment, such as sneeze guards for desks/buses, face coverings, and floor graphics (6 feet apart).
Guest speaker and content strategist Andrea Boland, states that to stay in business, companies must know what guests are looking for and how to highlight that. To build their brand, adjusting to society’s wants and needs to cater to their product and content is vital. One MUST be mindful of what is going on in the world and relate their work towards those concepts.
From the reading, Forbes states that marketing and business priorities have shifted due to the 2020 pandemic therefore, adjustments to reach and impact audiences need to shift as well. Brands like Nike encouraged customer safety by enforcing masks, and isolation mandates and building on community and togetherness (Forbes). “Now, more than ever, consumers want to know their money is going toward companies that are doing the right thing, even when it is a hard thing to do,” explained Sanja Komljenovic, CEO and founder of ONA Creative (Forbes). Similar to this, Digital Imaging Solutions played with their essential need for society’s protection and marketed this to their audiences.