Businesses across the country and the world were massively impacted by Covid-19, and here at KK BOLD it was no different.
When it became clear that the coronavirus was in the states, we had the feeling that although we should address it with our clients, we were likely just playing it safe and being prepared. There was a feeling that inevitably “business as usual” would go on with maybe some modifications. Things progressed quickly from there. After the schools shut down, the way we did business was a thing of the past. People are remarkably resilient and adaptable when they are pushed to be, and those of us at KK BOLD rolled with the punches to get things done.
Almost the entire staff worked from home exclusively. Every staff member had to figure out what worked for them in this work from home situation. For some, the demands of spouses, jobs and children made things challenging, to say the least. Many of our Zoom client meetings were just checking in and giving moral support in a time of great uncertainly and anxiety.
“Unprecedented” is a word that’s been thrown around liberally, but it fits. How do you plan for something that hasn’t been experienced in your lifetime, or even the previous generation’s lifetime?
Several of our clients were put in the position to decide whether to close or cancel for the wellbeing and safety of the public. Prairie Knights Casino and Resort and Grand River Casino and Resort closed for two and a half months. The Norsk Høstfest and the North Dakota State Fair cancelled for 2020. Medora opened a month late with the Medora Musical set to open on June 19. During this entire transition period, we continued to work closely with each of our clients so that we would be ready when the final decisions were made.
The impacts the virus has made to many businesses is obvious, but what many people may not realize is the impact it’s made to suppliers, vendors and advertising. There is much work being done behind the scenes with the constant juggling of information. Early on, KK BOLD canceled hundreds of thousands of dollars worth of media, that was then either permanently canceled or put on hold. Nearly 70 percent of our clients needed to change the way they market to the consumer in the short term, but for the long term, all businesses will need to evaluate their marketing programs and ready them for the new normal.
What’s next? No one knows for sure, but we’ll be here and ready for the challenge.