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Must-Do’s for Re-Emergence
Almost overnight, COVID-19 has changed customer behaviors, needs and expectations—and we’ve all grown accustomed to things like social distancing, working from home, self-quarantining and homeschooling. But what will happen now that we’re moving toward a state of re-emergence?
It’s a critical time to remind consumers why they should choose your brand, and the opportunity is rife, as 96% of customers want to see brands running promotions, offers and loyalty perks. This is second only to flexible payment terms, according to research from GlobalWebIndex.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's directors of strategy and insights Kaitlyn Mitchell and Kenta Ogawa, along with Johnson & Johnson Vision’s Ysabel Zachman, director, customer marketing & brand commercialization. They discussed how the J&J brand Acuvue is planning to rebound and connect with its customers in the current climate, and outlined three “must-do’s” to prioritize and incorporate into re-emergence strategies.
Join this webinar and learn:
- What long-term impacts COVID-19 will have on consumer expectations and the areas marketers need to focus on to best meet consumer needs
- How Acuvue is overcoming some of their unique business challenges and employing new tactics to engage their customers in meaningful ways
- Three key strategies to help your brand create enduring customer relationships and strengthen engagement over the next six months
PRESENTERS
Kaitlyn Mitchell is a director of strategy and insights, promotions and loyalty solutions at Merkle. Kaitlyn leads a team of strategists who create loyalty and consumer engagement programs that drive measurable results. She has over 14 years of experience in project management, communications, media and consumer marketing, and has served as the strategic lead for brands like Coca-Cola, Johnson & Johnson, Smithfield and Dunkin’ Brands. Prior to Merkle, she worked in both print and digital media. She holds a Bachelor of Arts in Journalism from Michigan State University and a Master of Arts in Communications from Wayne State University, and currently resides in the Greater Detroit area with her husband and twin girls.
Kenta Ogawa is a director of strategy and insights, promotions and loyalty solutions at Merkle. Kenta provides clients with longitudinal success and value through strategic planning, program design and developing go-to market tactics. He brings over 10 years of international B2C and B2B marketing, business development and partnership experiences in the travel, technology and gaming industries. At Merkle, Kenta has led strategy for brands like Samsung, American Airlines and Dunkin’ Brands. Before Merkle, he was at Expedia Group, where he was a founding member of the Expedia Rewards program, and helped lead the global expansion of the VIP Access program. Kenta holds a Bachelor of Arts in Business Administration with a dual concentration in Marketing and Business Management from the University of Washington School of Business.
Ysabel Zachman is director, customer marketing & brand commercialization at Johnson & Johnson Vision. Ysabel has been with Johnson & Johnson Vision for 14 years, and has spent the majority of her career in the vision care industry. She’s had multiple roles across her commercial organization, including sales, sales training, professional education, professional marketing and consumer marketing. Ysabel has also had international experience with assignments in Canada and Australia.
