Do you know who Danyon is? If you don’t, you will soon hear his story.
Dacre Danes has written this book as a part biography interwoven with his own experiences and others with mental health, bullying and suicide. Dacre is a survivor of near suicide and has written this book to bring hope to others experiencing bullying and poor mental health, to prove to them that there is light on the other side of our dark days.
Blueberry PR is working with Dacre Danes to launch Danyon throughout Australia.
Recently we launched a Fashion for Mental Health Charity Event in Brisbane, to promote the release of his new book. Dacre’s event was held at Blackbird Bar and Grill and was shared with an intimate crowd of Brisbane’s finest, fashion forward names and mental health advocates. The evening was showcased via Instagram and Facebook Live broadcasts for those of us that were unable to attend due to lockdown here in Victoria, but it was a very moving, heartfelt and humour filled evening that could even be felt through the screen.
Following his book launch we have negotiated Ambassador roles for two NFP organisations Bully Zero and Equi Energy Youth. These Ambassador roles have provided Dacre the necessary platforms to speak at events and share his story in hopes to change someone’s mindset and be a support network for those who feel alone and have lost their confidence in the good of humanity. Through Dacre’s personal experience of perseverance and understanding the monumental value of speaking up and inviting people to have conversations around mental health is the beginning of his online movement using Instagram hashtag #iamdanyon
We have been working hard behind the scenes in connecting Dacre with a multitude of people and networks to get his story shared on air and online. Off the back end of Dacre’s book launch success, to our delight we received confirmation for Dacre to speak with Sam Stewart from Australian and New Zealand Mental Health Association on his podcast ‘Pebble in the Pond’. In this episode Dacre speaks openly about his experience with bullying and the impact it had on him when growing up. It highlights the psychological effects it had on him and how he become close to ending his own life but found the inner strength to focus on Hope to survive and turn his almost tragedy into a story of optimism and courage.
Dacre’s mission is to speak at as many events and from as many different platforms as possible to get his story heard. In November, Bully Zero will be hosting events for a National Anti-Bullying Week from November 16th – 20th to raise awareness on the effects of bullying, how to acknowledge a change in someone’s behaviour and have the hard conversations with them to help them through their challenging time. As an Ambassador for Bully Zero, Dacre has been invited to provide a reading from his novel and do a Q&A during the week, to delve deeper into his story and relate to those affected by bullying who may think they are alone and have no one to connect with on the matter.
This is just the beginning for Dacre, there are many more events, speaking opportunities and stories to be shared. By speaking out about his own personal journey, if it can save even one life then his mission has been victorious. We are so thrilled to have been able to work alongside Dacre Danes and watch his journey unfold so quickly online and in the media. It has been an incredibly exciting month of achievements since the launch of his best-selling book and we can’t wait to watch his movement evolve.
First published online at The Paper
Things may not be the same at the moment, nor indeed in the foreseeable future, as the coronavirus pandemic changes the world as we know it.
Right now, this brings a huge challenge for businesses and, indeed, many marketers.
How will the current events change the way we should market our business? Where do we even begin?
Considering the magnitude of the health and financial crisis we are facing because of the Covid-19, would people really care about your marketing strategies? Would they pay attention to a computer company talking about the do’s and don’ts of surviving a virus?
Possibly yes, if it is done in the right way.
Your brand and marketing efforts will determine if the business will get through this crisis.
How the Coronavirus is affecting brands and marketing
How is the coronavirus pandemic really affecting brands and marketing? The key to understanding this is in consumer behavior. After all, brands and marketing strategies are highly influenced by how consumers react to current events and trends. ‘Consumer behaviour’ refers to the patterns or behaviours that people follow prior to making a purchase.
If you understand consumer behaviour, you can market any business in such a way that it will capture audience attention. It allows you to put yourself in their shoes to recognise the factors that will make them want to use your brand or business.
Given that concept, what is the current crisis telling us about consumer behavior?
People are picky with their spending
Consumers, or their personal financial situations, are in hibernation mode. Many people are trying to preserve what they have and hold on to it. They understand that this crisis has pushed us into a financial crisis of sorts. With people losing their jobs that makes them unwilling to spend what they currently have.
They are connected online
The time spent indoors and the lack of physical gatherings has also pushed people to socialise more online. Data shows a sharp increase with people spending more time on social media and browsing online for information. It is highly possible that the increase in online presence will continue even after the crisis is over.
These are only a few of the changes that we see in consumer behavior. Of course, we can assume that these will still change over time. In fact, as people are starting to emerge from the lockdowns and quarantines, you will see more changes happening. People are still protective however and their focus continues to be on their inner circles.
But the fact that there is movement means consumers are ready to pay attention to brand and marketing campaigns.
How should marketers react to the crisis
The reaction of brand and marketing will be reliant on the changes in consumer behavior. A CNBC article revealed that brands are shifting towards screens after the pandemic. It’s not just phones. It also involves TVs. With more people spending time indoors, TV viewership is higher, how have you utilized this development in your marketing strategies?
In another article published by the Harvard Business Review, data shows how new channels like e-commerce have stepped up. People may be forced to stay indoors but they still need physical goods. So businesses have amped their door-to-door services to provide their goods and services. How will people know of this change in business dynamics? Through marketing efforts.
You need to focus on what has changed in terms of their preferences. With people acting scared because of the economic repercussions brought about by the pandemic a question that requires an answer is this:
What is the most important thing to consumers right now?
If they are scared or picky about their spending, how should marketers overcome these behaviors to benefit the business?
Here are some tips on the direction of your marketing efforts.
Keep it local
The coronavirus pandemic is a global problem. But consumers do not care about that. Remember, they care about their inner circle. So keep things local. Deliver your marketing campaigns or messages with a local perspective. Ask yourself this: how will the campaign be perceived by the consumers in light of the current local situation?
Using this strategy will allow consumers to relate to the campaign on a personal level. Because of that, it brings a certain level of comfort that will make them trust the brand more.
Keep it appropriate
More than keeping things local, you have to keep the campaign relevant and appropriate to what is going on. A funny campaign may be deemed insensitive right now. A photo of people hugging or partying is also not appropriate. Even the use of the word “virus” comes into a new light.
Take the #ShareASquare campaign of Cottonelle as an example. When the pandemic started to make people panic, what happened? People (especially in Melbourne) stocked up on toilet paper. As a response, the company created this campaign to discourage people from panic buying. They also urged people to be more generous.
Make sure that everything about your campaign, from the copy to the video and images should be appropriate given the situation right now. Scrutinize everything. People are feeling heightened emotions at the moment so a wrong move can easily be blown out of proportion.
Keep it flexible
The coronavirus pandemic brings new challenges as time goes on which means consumers have to adjust and reassess their lifestyles in reaction to these changes.
In response to this, Walgreen, a large US chain of pharmacies made changes to their business to cater to the needs of their clients. They launched the Ask a Pharmacist series to provide information about the virus. They launched another video ad to tell their clients about how to avail of their services. The company also showed its commitment to helping the community through a drive-thru testing initiative for first responders.
The different actions provided by the company makes you think that they are doing their best to keep up with the challenge that this pandemic brings.
This is why you need to make your brand and marketing campaign flexible. You need to constantly reassess it to ensure that the campaign is still relevant. What you think was appropriate a week before may now be viewed as callous or insensitive now. Or vice versa.
Keep it helpful
This is a great angle for your marketing campaign. People need to see the good in your brand. This is a welcome change from all the negativity that they see in recent events.
As an example, let’s look at what Tikkun Olam Makers, TOM: Melbourne did. When the health care system showed signs of breaking down, they stepped up. They announced that they would design and fund a rapid response to creating and delivering reusable face shields for homeless organisations in Melbourne and Gippsland.
This is considered a heroic response that will resonate among their target market. While other manufacturers are silent, they stepped up to help.
What about you? How can you, as a brand, help people survive the crisis? Remember, we are not just dealing with a health crisis. We are also facing a financial crisis.
Unless your product or service is considered an essential, don’t angle your marketing campaign to get people to spend. Make your market feel like you are a brand that they can trust to be sympathetic to their needs during these difficult times. Be mindful of the message that you send out.
How will it help ease the burden of the consumers?
Don’t stop your brand and marketing efforts
Roland Vaile, one of the authors of Marketing in the American Economy, studied the fortune of 250 firms in the early 1900s. According to an article published on MarketingWeek, he tracked the advertising investments and annual revenues of these companies during a recession. He noticed that the companies that increased their ad investments despite the financial crisis were able to grow their sales faster than those who did not.
This is proof that you should not hesitate to market despite the recession. In fact, you should increase it. That’s why marketers should start thinking about new ways we can market our business. And we need to do it in such a way that will not appear insensitive to what’s happening around us.
First published online in The Paper
The ongoing global coronavirus pandemic has already demonstrated how quickly our lives and businesses can be impacted by shutdowns.
Covid-19 has been a clear “sink or swim” moment for many organisations and has meant the closing of many businesses. It has also shown the importance of innovation and digitalisation in reaching existing or new customers, to remain afloat or thrive.
There is barely a business or industry that hasn’t had to reshape the way they do business over the past couple of months. The ramifications have been enormous for marketing, commerce and advertising across all industries. All have had to quickly rethink the way they work in order to create a sustainable model.
Data shows that larger businesses are increasing sales, while the small business retail sector is experiencing a downturn. Now more than ever it is essential to have an online presence and for us to be supporting small businesses.
With millions of people having spent much of the past months at home, there has been a surge in online activity for both products and services in a range of industries.
The positives that can come of this are that barriers can be broken down. So while you may have once had only local custom, by moving online and pivoting your business model it allows a broader reach of customers.
A perfect example is, of course, this article that you are reading now in The Paper. With the closing of many traditional media outlets over the past few months in Australia this has paved the way for innovative journalists to create new online media outlets providing local and national news to a broader audience.
Matt Dunn, Editor of The Paper said, “In the end, our decision to choose an online platform was simple. There was really no other option. With the potential for wider reach and instantaneous impact, there is no comparison to the old print model.”
I have helped numerous businesses both in Australia and the UK to pivot their business models since Covid began in January. From helping legal firms to create online meeting spaces to videoing performances for new websites that would have normally been seen in person. There are a range of activities and programs that can be utilised to benefit businesses depending on their needs and that of their audience.
Each business will have different digital requirements. There is no one size fits all approach. However you may want to consider the following tips to ensure your online success.
Be clear who your audience is. This will inform which social media platforms you use i.e., there’s no point using Snapchat if your target market doesn’t use it.
Consider whether you need a website or if you can just use a social media platform for your service or products.
Think of who you can collaborate with either in your local area or more broadly to gain traction and expand your online presence.
Have a solid brand and a plan of what you will do. Online activities are just one tactic, albeit an increasingly important one – but you must set strong foundations first.
Analyse. Ensure you are analysing your online activity regularly to see what is and isn’t working.
Consider a range of online apps and software that you may use to host meetings, online webinars and events, podcasts, videos etc.
Ensure a mix of activities for your business. Don’t put all your eggs in one basket.