May 2020

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SLUG HERE MARKETING 9 Support your Community, and Brand, with a Trust Campaign Contemplate creating a long-term content campaign consisting of entertainment pieces, videos, long-form written documents, training, webinars, et cetera. This campaign can be your brand’s way of connecting to your audiences with timeless, no-change-needed messaging, while also providing investments in the people around you. Offer on-the-spot deposits to partnering creators and influencers and have them invoice the rest later. 11 2 Give your Community Opportunities to Support your Brand for Future Benefits No matter where people live, there are always groups rallying around ways to support local brands and businesses — even if their benefits and perks won’t come until later. During this pandemic, it’s highly recommended companies offer gift cards or certificates, whether brick-and-mortar doors are open or temporarily closed. Each gift-card purchase is income for your brand now and a guaranteed product or service purchase by your customers later. Prepare for the Future During a pandemic, you’re not expected to push a hustle-culture lifestyle of long hours and a productivity-only mindset. Self-care and proper familial precautions are very important at this time — as they should be, even without a wide-ranging crisis. Because there’s no set calendar date for when normalcy returns, you need to have a plan in place. How will you ease your staff, clients and campaigns back into the public? What should remain on pause and what should kick off right from the start of the lifts of such restrictions? Keep in mind, when you go back to business as usual, others will be thinking and doing the same, which could cause extreme oversaturation in events and content in your industry or niche. Recognize this when planning, scheduling and (eventually) launching. Ask for Help Even in isolative times, you’re not expected to go at any of this alone or to know exactly what to do, regardless of your department position. At the same time, you shouldn’t wait until it’s all over to figure it out. Ask for a consultation and get your brand on the right track. Marketers plan ahead and must now adapt to this new normal. Don’t panic, frantically deleting or cancelling everything you’ve been working on. Brands’ campaigns and content have the opportunity to reflect the good in their brand(s) and the good in the world, with authenticity, sensitivity and purpose. 36 FOODSERVICE AND HOSPITALITY MAY <strong>2020</strong> FOODSERVICEANDHOSPITALITY.COM
LENDING A HAND How to manage mental health during COVID-19 MENTAL HEALTH BY AMY BOSTOCK ISTOCK,COM/BAKHAUADDIN-BEK SOPYBEKO FOODSERVICEANDHOSPITALITY.COM The restaurant industry — and all those who depend on it for their livelihood — have been facing an unprecedented change during the COVID-19 pandemic. The resulting financial stress, isolation and uncertainty can quickly take a toll on their physical and mental health. In a recent webinar hosted by Restaurants Canada, Fair Kitchens and Unilever Food Solutions, experts weighed in on best practices for managing stress and mental health during the COVID-19 pandemic. Moderated by Roborto Sarjoo, director of Marketing and Brand Communications, Restaurants Canada, the panel included Liz Horvath, manager, Workplace Mental Health, Opening Minds, Mental Health Commission of Canada; chef Kees Van Erp, global executive chef, Unilever Food Solutions; and Hali VanVliet, senior manager, Human Resources Advisory, BDO Canada. “As restaurant operations are restricted to delivery or takeout and, in many cases, are closing their doors entirely, [we’re examining] the latest impact of Coronavirus on the foodservice industry in Canada and our panel will share their insights on managing through change, controlling stress and preserving mental health in this new reality,” said Sarjoo, adding most of the world is facing this global pandemic and “while we’re all MAY <strong>2020</strong> FOODSERVICE AND HOSPITALITY 37
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May 2020

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