Opportunities for Communication in Times Like These
This was the tenth time the HarbourClub Symposium was held.
The event was outstanding and one of the best I’ve ever attended. Probably also because the topics and content perfectly matched my needs. »And because the speakers and breakout sessions were of such high quality,” said Natalie Waltmann, Head of the General Secretariat, Media Office & Internal Communications at Coop, praising the tenth HarburClub Symposium. This report highlights two of a total of eight excellent presentations.
Prof. Claudia Mast of the University of Hohenheim in Stuttgart presented the results of her annual DAX-Kom survey. The survey reveals that there is a great deal of uncertainty within communications departments regarding which messages and content should be communicated. This is because management itself does not know where the company is headed. The central thesis was: The good times are not coming back; the current crisis is a new reality that communications and management must address.
While external communication in recent years has focused on optimizing communication channels, Claudia Mast says the priority now is to bring content back to the forefront. When it comes to internal communication, great importance is placed on conveying corporate values, brand values, and mission statements. (Download the full study here: https://media.uni-hohenheim.de/studie_daxkom.html )
7 Tips for Brand Management During a Recession
Dominique von Matt, co-owner and managing director of the communications agency Jung von Matt/Limmat, began with a quote from Friedrich von Logau: «In times of danger and great distress, the middle path leads to death.» Only clear decisions in communication lead to success in uncertain times, according to von Matt. Since media consumption generally increases during crises—and with it, a brand’s visibility—crises present seven opportunities for communication:
– Capitalizing on the quality promise: The banking crisis presented a unique opportunity for communication—at that very moment, consumers were asking themselves whether their current bank was still the right choice. In this situation, banks could have used their own quality promises to attract customers—an opportunity that was only exploited to a limited extent.
– Focus on added value: Consumers are increasingly paying attention to quality and sustainability. Moral and ethical values, in particular, are gaining prominence. Differentiating oneself through ethical added value is not only possible but is of central importance.
– Go where the purchasing power is: to people over 50 who are full of zest for life and willing to spend their money, since they no longer belong to the war/savings generation.
– Communicate online: There are no extra costs—quite the opposite. The web helps consumers save money, and you have a wide range of potential influencers.
-Branded Entertainment: Consumers have no problem with your brand name appearing in funny YouTube ads—as long as the brand aligns with the ad’s value proposition. Furthermore, the days of single-media communication are over: campaigns, online games, music (videos), and more—all of this merges into a cross-media offering.
– Turn your brand into a cultural icon: That way, it will remain irreplaceable even in a crisis (e.g., the iPod’s white earbuds).
– Go with your gut: because when things get complicated, your gut feeling is what matters most.
The HarbourClub Visits Swisscom in Worblaufen
Well over thirty HarbourClub members and another hundred participants had traveled to Worblaufen, Swisscom’s headquarters, on December 1 amid a snowstorm. Of course, Carsten Schloter, CEO and host, was also in attendance. In his presentation, he argued that a Corporate Communications Officer would be ineffective without influence over corporate culture. Like the insights from the other presentations and the four outstanding breakout sessions—all organized by HarbourClub members—this statement sparked lively discussions among the participants, as the strong practical focus is a hallmark of HarbourClub symposia. And so the sponsors are also integrated into this concept. Not only were their logos featured at the event, but they all made substantive contributions as well—for example, by creating an accompanying website, conducting studies, publishing materials, or designing the breakout sessions. The Board of Directors extends its thanks to Argus der Presse, the Linkgroup, the Swiss Public Relations Institute, and the agencies Amoeba, Enzaim Communications, and Prime Communications. The eleventh HarbourClub Symposium will take place on November 18, 2010, in Zurich.
Andreas Jäggi and Ansgar Thiessen
HarbourClub
The HarbourClub offers its members—communications directors at major Swiss companies and organizations—a platform for sharing personal experiences. Founded in 2000, the club also aims to advance the professionalization of the «corporate communications» function and to highlight its importance. Once a year, the HarbourClub organizes a public symposium on the current state of corporate communications in Switzerland. www.harbourclub.ch
Prof. Claudia Mast of the University of Hohenheim in Stuttgart presented the results of her annual DAX-Kom survey. The survey reveals that there is a great deal of uncertainty within communications departments regarding which messages and content should be communicated. This is because management itself does not know where the company is headed. The central thesis was: The good times are not coming back; the current crisis is a new reality that communications and management must address.
While external communication in recent years has focused on optimizing communication channels, Claudia Mast says the priority now is to bring content back to the forefront. When it comes to internal communication, great importance is placed on conveying corporate values, brand values, and mission statements. (Download the full study here: https://media.uni-hohenheim.de/studie_daxkom.html )
7 Tips for Brand Management During a Recession
Dominique von Matt, co-owner and managing director of the communications agency Jung von Matt/Limmat, began with a quote from Friedrich von Logau: «In times of danger and great distress, the middle path leads to death.» Only clear decisions in communication lead to success in uncertain times, according to von Matt. Since media consumption generally increases during crises—and with it, a brand’s visibility—crises present seven opportunities for communication:
– Capitalizing on the quality promise: The banking crisis presented a unique opportunity for communication—at that very moment, consumers were asking themselves whether their current bank was still the right choice. In this situation, banks could have used their own quality promises to attract customers—an opportunity that was only exploited to a limited extent.
– Focus on added value: Consumers are increasingly paying attention to quality and sustainability. Moral and ethical values, in particular, are gaining prominence. Differentiating oneself through ethical added value is not only possible but is of central importance.
– Go where the purchasing power is: to people over 50 who are full of zest for life and willing to spend their money, since they no longer belong to the war/savings generation.
– Communicate online: There are no extra costs—quite the opposite. The web helps consumers save money, and you have a wide range of potential influencers.
-Branded Entertainment: Consumers have no problem with your brand name appearing in funny YouTube ads—as long as the brand aligns with the ad’s value proposition. Furthermore, the days of single-media communication are over: campaigns, online games, music (videos), and more—all of this merges into a cross-media offering.
– Turn your brand into a cultural icon: That way, it will remain irreplaceable even in a crisis (e.g., the iPod’s white earbuds).
– Go with your gut: because when things get complicated, your gut feeling is what matters most.
The HarbourClub Visits Swisscom in Worblaufen
Well over thirty HarbourClub members and another hundred participants had traveled to Worblaufen, Swisscom’s headquarters, on December 1 amid a snowstorm. Of course, Carsten Schloter, CEO and host, was also in attendance. In his presentation, he argued that a Corporate Communications Officer would be ineffective without influence over corporate culture. Like the insights from the other presentations and the four outstanding breakout sessions—all organized by HarbourClub members—this statement sparked lively discussions among the participants, as the strong practical focus is a hallmark of HarbourClub symposia. And so the sponsors are also integrated into this concept. Not only were their logos featured at the event, but they all made substantive contributions as well—for example, by creating an accompanying website, conducting studies, publishing materials, or designing the breakout sessions. The Board of Directors extends its thanks to Argus der Presse, the Linkgroup, the Swiss Public Relations Institute, and the agencies Amoeba, Enzaim Communications, and Prime Communications. The eleventh HarbourClub Symposium will take place on November 18, 2010, in Zurich.
Andreas Jäggi and Ansgar Thiessen
HarbourClub
The HarbourClub offers its members—communications directors at major Swiss companies and organizations—a platform for sharing personal experiences. Founded in 2000, the club also aims to advance the professionalization of the «corporate communications» function and to highlight its importance. Once a year, the HarbourClub organizes a public symposium on the current state of corporate communications in Switzerland. www.harbourclub.ch
