As someone who works in the live event space and consults for many brick-and-mortar businesses, I’ve seen, firsthand, how the pandemic has decimated our industry. My marketing agency, like many others, had to pivot to survive and think outside the box of our normal service offering.
Using digitization as a way to build relationships
The pandemic forced businesses to digitize in order to stay afloat. For some, this meant setting up an online store for the first time. For others, it meant moving their entire in-person operation to a virtual space. Embracing technology has been a key survival strategy for businesses during the pandemic–and it’s allowed many to reach a wider audience and continue operating despite the restrictions.
Many businesses have turned to virtual platforms and distance-friendly services in order to continue operating. This has been a huge adjustment for many businesses, but it’s one that has been necessary in order to survive.
Yan Chelly, vice president of business and operation at Fiverr, pointed out that since their platform was already digital, they were able to not only keep their business afloat but also grow during the pandemic. “As an online-first company, talent on Fiverr has always been offered digital versus in-person services.” However, as the pandemic progressed, it became abundantly clear the sheer number of businesses that were going to need to digitally transform and provide an online-first experience for their customers. “This led to new innovations across our platform,” Chelly says. “We opened a number of new categories to support digital transformation, including one that allowed talent to provide online lessons to clients instead of in person.”
Show customers value
Businesses that have been able to continue to provide value have been the ones that have been able to not only survive but also thrive during the pandemic. Instead of working in the event space, we pivoted to designing and selling hundreds of masks for my online store digitally until business on the agency side picked up again. This was something that I never would have thought of before the pandemic, but it ended up being a lifesaver for my business.