Communicating (CONT’D FROM PAGE 54)
creating face masks. Clearly, not all companies need to or should change what they manufacture. Case in point is the corrugated industry where processes, customer-service and machine maintenance offer ample opportunities for innovation given travel restrictions and new supply-chain challenges. Many box makers are experiencing unexpected de- mands typical of high-peak seasons, only now it’s around- the-clock. Essential industries like ours are more essential than ever. As a result, suppliers are also being challenged to meet demand as well and maintain service requests as machines are pushed to their limits. It’s certainly time to dust off those engineering drawings if you have something that can help. During this current crisis, the bottom line is to keep the communication channels open and filled. Now is not the time to sell, that will come after we’ve gotten through this. Reach out to customers and find out what their immediate pains are. Even if you don’t have the ability to help, offer- ing up a resource can be equally valuable or taking the time to brainstorm with them. So don’t forget to interact and initiate dialogue with your peers so you can become better informed and lead effective communication strate- gies for now...and beyond the crisis. Simona Georgescu, MS, is President of Adduco Com- munications, Inc., which supports innovative companies in communicating their unique value. For more information, visit www.adducomm.com or call (702) 434-0341.
Since the way you interact will be largely digital for the foreseeable future, look for ways to enhance all your digital efforts for when this current crisis is over and busi- ness-as-usual returns. This is an opportunity to update websites, enhance SEO strategies, invest in digital adver- tising and lead-generation opportunities, and build out your CRM systems. INNOVATE Daily For many, the simple act of managing these ‘new- norms’ is innovation enough. Truth is, the way we have had to adjust how we interact with one other is proof of that. However, beyond the daily measures we are all tak- ing to cope, times of crisis also bring about some of the greatest innovations. In an old post from The Atlantic , it was referenced that Joseph Schumpeter long ago argued that crises were seedbeds of innovation and entrepreneurship. In- novations developed during crises generate the gales of creative destruction that launch new technologies, re- make existing industries, and give birth to entirely new ones - setting in motion new rounds of economic growth. ( https://www.theatlantic.com/national/archive/2009/07/ innovation-and-economic-crises/20576/ ) Right now we are already experiencing incipient inno- vation as manufacturers have stepped up to develop sup- plies and products they normally wouldn’t, like Hanes now
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