PPB May 2020

events, says for many people, their greatest source of anxiety has been the process of watching the news unfold— with information, and misinformation, fueling panic and distress. “Right now, people need a voice of reason, and brands and their leaders have an opportunity to be that voice,” he says. “First and foremost, communication is key. Regular communication alleviates concerns and provides reassurance. Ask yourself: what service/information can we provide that will help those who may be in need? It could mean offering free shipping or sending weekly emails just checking in. Either way, brands need to use this time to commit to a crisis communications strategy that informs, educates, reassures customers and earns their trust.” Matt Kaspari, CAS, president of distributor Kaspo, Inc. inWheat Ridge, Colorado, says, “I was looking at my numbers and thinking how I could ride this out with no money coming in.” He realized he needed to take action so he built a marketing piece to let customers know that he was aware they have more on their minds than promo, but the piece also planted an idea about sending at-home employees a gift to remind them that their company cares. He worked with several suppliers, including AAkron, Lion Circle, Better Life Line by Fields, Liberty Playing Cards and Hit Promotional Products, to offer pre-built packages, and he compiled products and made up his own, too, for employees working from home and for those with kids at home. Items included in some kits were a blank puzzle, bird house kit, coloring book, shopping bag, jump rope and playing cards. By early April, the Kaspo team had personally fulfilled its first order delivering the kits to more than 100 employees working for a nonprofit in Colorado. Tucked inside was a card from the company’s CEO that delivered a warm message of support. “I love to see the supplier partners come together; we are all struggling,” says Kaspari. The fact that Colorado schools are continuing to deliver a take-out breakfast and lunch to children in low socio- economic areas, gave Kaspari another idea. He approached schools with the idea of providing themwith reusable bags that could be used to carry the meals home. He also worked with Hit to provide 9,000 reusable bags to a foodbank. Each bag also held 2020 U.S. Census materials, satisfying a need for another of Kaspo’s clients. As Kaspari continued to reach out to his clients, more programs came together. “Remember your relationships, reach out to people,” he says. “We built our business on relationships. If we’d built it on price, I don’t know what conversations we’d have New Reality | FEATURE | MAY 2020 | 45