ADAPTATION: A COMPELLING STORY TO TELL

So, a quick inventory: States are well into their phased reopening. Many places remain shuttered. COVID-19 is becoming politicized and seeming to divide us where we were united. Many unknowns about the future of daily life, our economy, and even the virus itself still exist. But life goes on. Business must continue in some form or fashion, and we are in a massive period of adaptation.

I’ve been proud to take complimentary photos for some local businesses and nonprofits during this time, many of these photos recently featured in Fort Worth magazine. So many businesses seem to be emerging to shake the dust off, looking for those loyal patrons after the mushroom cloud has dispersed. Still, I sense many businesses are confused and frozen in place, awaiting the slow ramp up to the way things were, overly hopeful that the new normal won’t be that new. That’s a risky business strategy.

While I mentioned back in March that COVID-19 would drive up digital content (I know, not too hard to predict that one, right?), it was very apparent that we were going to have to think outside the box. So much for businesses and organizations has changed. However, one thing that has not changed is the principles of marketing. Standing out in the crowd has never been more important. Remain quiet, and you could wither on the vine. Think outside the box, and you could blossom. Quick examples…

Bread is the ultimate comfort food. We’ve all turned into bread bakers, and King Arthur flour has a 600%+ increase in sales to show for it. Cue the massive uptick in visits to bread blogs to figure out how to pamper our ‘starter’ and pick out the right jar. If I sound familiar with this, it’s because I am a struggling sourdough baker. Yet, I still find myself going to my favorite bakery to get a loaf of his dense fiber-rich bread or a bag of scones for our Saturday coffee. Another local baker’s Instagram feed whets the appetite every time, simply by taking photos of beautiful baked goods.

A young filmmaker may study the timing of Scorsese; a hopeful fashion designer may study the mastery of Coco Chanel. A home baker wants to keep the local bakeries at an arm’s reach. And those bakeries seem to be riding this quarantine baking obsession by reminding us how the pros do it.

Some stories need the help of video. Look at one barber’s entertaining story - shot through a window and via video conferencing software. It’s one simple, affordable, and FUN solution to engage customers and stay connected. It’s a reminder of why the business is there and why it’s successful — because it’s the expert on the subject.

We know budgets are tight. There are many simple solutions you can implement on your own, or that Going Home Pictures can help execute. Regardless, I remain available for free brainstorms and consultations. I don’t care if you use me, someone else, or tackle this ‘in-house’. It’s my part to help your business or nonprofit survive and thrive during these times and see it come out the other side stronger. Reach out. Let’s talk.

Then go enjoy some baked goods…