The jab of a crisis simulation can be the vaccine your brand needs
Founder and principal at The Drill, Gerry McCusker, looks at the importance of preventative measures in marketing.
Many months ago – contemplating whether or when to get a COVID jab – a professional pal shared what his doctor had told him: the best vaccine to get is the one that’s currently available. And the best time to take one is before the ailment hits you. It helped immensely with my decision-making and, so, off I trotted (well, I cycled actually).
This week, we got word we’d won a competitive pitch to run crisis simulations for an internationally recognised Australian brand. However, the client’s communications chief broke the good news with a big question on the best time to run the planned simulation sessions.
Naturally, my inner sales animal yelled “Now, NOW – tell them they have to do it NOW!” Yet, the ethics-minded consultant in me felt compelled to better understand the client’s deliberations and, maybe even, their dilemma. So I probed for more info.
