# The Biggest Lesson Your Business Can Learn From COVID-19 ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=fOme20RYX9Y - **Дата:** 19.10.2020 - **Длительность:** 6:05 - **Просмотры:** 31,074 ## Описание On this episode of "Monday Marketing Takes", Gary sits down with Vice President of Marketing at Pepsico, Todd Kaplan, for an insightful conversation around the shift in the company's tactics due to the unforeseen circumstances of COVID-19. The company's mission is to always be authentic and culturally relevant to their consumers, and the original marketing strategy for 2020 was no longer going to achieve those goals. Luckily, Pepsico had the speed to adapt their strategy and messaging to better suit how consumers were feeling. The important lesson here is that having the speed to adapt and change your strategy is essential to a successful business. While it is always good to have a "plan", the truth is you do no know what could potentially play out during your plan that may require you to adjust or change course. Always be prepared for the unpredictable and have the protocols in place for when the strategy needs to be adjusted in real-time. — Text me here https://garyvee.com/Community-yt — Your comments are my oxygen, please take a second and say ‘Hi’ in the comments and let me and my team know what you thought of the video … p.s. It would mean the world to me if you hit the subscribe button ;) — My DTC winery, Empathy Wines: https://garyvee.com/EmpathyWinesYT My K-Swiss sneaker: https://garyvee.com/GV005 — Gary Vaynerchuk is a serial entrepreneur and the Chairman of VaynerX, a modern day communications parent company, as well as the CEO and Co-Founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 4 locations. Gary is a venture capitalist, 5-time New York Times bestselling author, and an early investor in companies such as Twitter, Tumblr, Venmo and Uber. He is currently the subject of WeeklyVee, an online documentary series highlighting what it’s like to be a CEO and public figure in today’s digital world. He is also the host of #AskGaryVee, a business and advice Q&A show online. — Second Channel: https://garyvee.com/GVTV Instagram: http://garyvee.com/Instagram Podcast: http://garyvee.com/audioexperience TikTok: http://garyvee.com/TikTok LinkedIn: http://garyvee.com/LinkedIn Twitter: https://garyvee.com/Twitter Facebook: http://garyvee.com/GaryVeeFacebook Snapchat: http://garyvee.com/Snapchat Website: http://garyvaynerchuk.com Weekly playlist: http://garyvee.com/m2mall GaryVee 365 Alexa skill: http://garyvee.com/garyvee365 — Subscribe to my VIP newsletter for updates and giveaways: http://garyvee.com/GARYVIP ## Содержание ### [0:00](https://www.youtube.com/watch?v=fOme20RYX9Y) Segment 1 (00:00 - 05:00) trying to get innovative and keep it fresh and interesting so there's some range of different things we find ourselves doing now that we didn't before you got your perspective i just want to be happy don't you i'm todd capp what um what's been the biggest challenge and opportunity in running something through the beginning of this year q1 which is always crazy for you because super bowl you had a crazy successful super bowl halftime show this year and then as you're just probably gearing up for summer which i'm sure for soda let's call it what it is big time territory and then boom this happens so break that down for me yeah i think it's crazy when you think of it 2020 you know from a pepsi point of view we actually started the year really strong we had just launched our a new advertising campaign that's what i like which is our first new tagline in 20 years we had a huge super bowl as you said big focus on pepsi zero sugar with our spot the halftime show with jlo and shakira was the most talked about you know we look at this thing for called share a voice we had i think 43 of all the brand conversations on social uh were about pepsi during the super bowl so i mean we were killing it to start the year and then all of a sudden covet happens and you're just like oh my god and i think um you know when you look at just kind of the seismic shift that it takes in culture and just the world you know the rules business of uh the rules changing in business and how it all works and so the first and foremost thing we did is we wanted to focus on our people i think like a lot of organizations we have these front line employees who are driving you know making moving and selling our product on a daily basis keeping grocery stores stocked all that making sure that they're safe and protected and so we spent a lot of time you know protecting the safety of our 90 000 employees on our front line as well as you know from a corporate standpoint you know really doing a lot to provide protective gear screening services pepsico foundation meals all that kind of stuff but the real opportunity as you talk about it is as a brand standpoint you know we have an onus as a brand that's connected to culture and music and providing you know enjoyment and entertainment for folks on how we can kind of connect with people in an authentic way which is really how we started during that transition period after everyone got through the shell shock of oh my gosh this coveted thing is happening like what the heck is happening um really trying to figure out how we could create a shared moment of unity given people are feeling isolated how we could raise awareness and do some good for covid uh 19 you know relief but also create this moment of fun and enjoyment which is really what brought us to this idea of partnering with a global citizen who they're a great organization you know we created this thing with them called one world together at home which was this really great you know thing with them lady gaga the world health organization we brought together artists from you know all over the world to really have the first of its kind on all three networks big kind of concert relief fun you know thing and you know we had to agility you know redirect i you know i redirected my entire brand team to work on this other marketing resources worked with you guys and things oh we know it was bad [ __ ] crazy but we um you know we designed the logo for the thing we helped with artists outreach built a ton of marketing materials shifted our media schedule against it all in a matter of weeks to just create and co you know and todd on that note i'm sorry to interrupt but i want to get a lot in here before we bounce out another thing that we haven't touched on today working from home have you been surprised disappointed what's been your observation on what you thought you could do with you and your team and your agency partners and others and versus the real who did todd kopp what did todd kops and the man think going in and what do you now believe yeah it's interesting because working from home like we've always been a um you know it's somewhat flexible work environment of pepsico and people you know you have a snow day you work from home you're working from the city a lot of my team's based in new york city and so they don't want to drive up to westchester so they'll work from the city for a day so we've had all we've had zoom we've been on zoom for a while but what was interesting is like people back when it was there you know no one would put their screen on they'd always have a little sticky note covering their camera you know and they'd just be on they treat it like a conference call i think now because of necessity everyone's really leaning in and using all the tech as it's intended and it's actually working quite well and quite seamlessly and um you know and it's really nice and i think todd i literally never want to be on a conference call ever again like one of the reasons i was skeptical and concerned is i'm a very touchy feely i like it in the room you know i remember the last meeting i was with you i'm like drawing on my desk you know like i like that stuff yet this is working big time for me i feel the humanity through it i just do and what for sure i can tell you right now i am absolutely not going on a phone conference call because those [ __ ] they've never been good for me well i'll tell you even aside from the um the ### [5:00](https://www.youtube.com/watch?v=fOme20RYX9Y&t=300s) Segment 2 (05:00 - 06:00) efficiency aspect of zoom and all this stuff i will tell you from a cultural standpoint our team has never felt closer more tight-knit background of their house the authenticity it's and what's so fascinating is we have such a range of people we have people on our team who are straight out of college in a studio in manhattan by themselves and you have somebody living in the suburbs with a dog crawling on them and a spouse on a conference call and kids asking for questions on their homework and you're they're all on this together and it really just makes people human and real and brings us authentic connectivity that we're all you know i'm gonna say we're all in this together but no it is one of those things where we really are you feel that connection which as a team you really need and you can empathize with people to actually get more agile and quicker and faster around a lot of things you're doing hey everybody on youtube first of all thank you so much so humbled for your time i don't want to watch but time is the biggest asset so thank you for watching that video if uh if you got some value out of that there's a plenty more where that came from feel free to check it out --- *Источник: https://ekstraktznaniy.ru/video/17645*