Channel Mastery - Special Episode: Kristin Carpenter, Proactive Communications Through Crisis
“Even if you haven’t gone out to {communication with} anyone yet, it’s time to start. If you have, just a few days ago, it’s time to get in front of them again. This doesn’t mean to spam or post to social media in a way that you feel is opportunistic. It means communicate in a way that feels right to you. Get back in front of your internal and external people.”
- Kristin Carpenter
EPISODE PREVIEW:
Kristin Carpenter, host of the Channel Mastery podcast and CEO/Founder of Verde Brand Communications, is offering a second episode with current best practices (as in for today, 3-14-20), for specialty brands communicating in the throes of the novel coronavirus. We continue to get new information daily and a lot has changed since we were last together, just six days ago, when we released the first of the Channel Mastery episodes focused around COVID-19.In this episode you’ll get comfortable with communicating more to your audiences: your primary audience of your employees, your external close stakeholders, and your brand fan community. As a specialty brand, you play a positive role in the lives of your audiences, and this episode is about how to show up for them in a way that feels authentic to you. Examples in our show notes below include exceptional social media and email marketing efforts.
GUEST PROFILES:
Kristin Carpenter
Kristin Carpenter is the host of the Channel Mastery podcast and the CEO and Founder of Verde Brand Communications. A former journalist, Kristin worked on staff for major consumer lifestyle magazines, business and trade titles. Now 19 years later, she continues to serve as Verde’s CEO and directs strategy for the agency. She launched Channel Mastery as Verde’s podcast in 2017. It’s her ‘beat’ to bring the best practices around serving today’s connected shopper to specialty business and brand leaders. Channel Mastery is the only resource of its kind, and it was created to help level the playing field for specialty brands as they compete for the attention spans, minds and hearts of today’s shopper with marketplaces, big retail and well funded direct-first brands.
SELECT QUOTES:
“...So I just had a few moments where I was feeling pretty beat up and panicked myself, which I know is pretty human. But it also reminded me that we are in this now, and we’ll be in a different spot tomorrow, and in another different spot in a few days. It’s moving so fast. We truly do need to check our fears, and not only work together but take care of each other, and yes, be WILDLY creative.”
“Even if you haven’t gone out to {communication with} anyone yet, it’s time to start. If you have, just a few days ago, it’s time to get in front of them again. This doesn’t mean to spam or post to social media in a way that you feel is opportunistic. It means communicate in a way that feels right to you. Get back in front of your internal and external people.”
“Remember that you’re leading a specialty brand. My company’s home markets are outdoor, bike, snow, travel, pets, consumer electronics as well as beer and spirits. Our brands represent the happiest times people have in their lives. Our specialty brand fans literally use their favorite brands as a stamp of their very own identities.”
“If you want to be sure you are not coming across as boastful, you can use your company’s reach to change or effect something right now, during this crisis. Think about the many people tied to your company who are hurting right now, and work with your internal workforce to figure out how your company can collectively help.”