The exciting news, for us anyway, is that we have begun a phased return to the office. I know that we all had mixed feelings after so long working from home, but it does feel good to be talking (a socially distanced) face to face and bouncing ideas around without sound delays, dialogue gaps and barking dogs.
We have been able, amicably enough, to sort out how we use the kitchen, clean the toilets and spread ourselves out among the desks, I guess after a week or two it will feel normal and then we will think about bringing the rest of the team back and adjusting to yet another new normal.
So, as a business, how do we view this next new phase and the challenges it is going to throw up?
The most important thing?
After some 35 years of running businesses, surviving Foot and Mouth, volcanoes, various recessions, SARS, strikes, 9/11 and, I am sure, some other crises I have forgotten about, my mantra is Marketing, Marketing, Marketing. I am not sure we do it particularly well compared to some of the creative items I see, but even at our lowly level it is, again, paying dividends.
The reality is that marketing relies on the hard work, self-belief and perseverance that being successful at anything requires. I hate to be the bearer of bad news, but there is no easy solution, no guarantee of success. You just have to keep trying new things in different ways and be thick-skinned enough to take failure on the chin until you find the solution that works for you. Just remember to keep a bottle of champagne in the fridge for the successes.
The second most important thing?
Has got to be budgeting, it is of course important normally, but it is critical in a crisis. As soon as we realised how seriously we would be affected by the Coronavirus, our management team sat down and re-worked our budget for the next 24 months.
The important thing though is sticking to it. I check at least weekly that we are not overspending in any areas and want to know why we are if that happens. I ensure we have plenty of contingency as invariably something unexpected crops up.
Cash is King in a crisis, so credit control must take priority, get your invoices paid on time but remember we are all in the same boat, so pay suppliers on time as well!
Have we learnt anything new during this new crisis? For me, it has reminded me that having a strong and cohesive team is paramount. It has been difficult with lockdown and having to slim the business down to maintain positivity and focus. Like a lot of companies, we have done our best with regular ‘Teams’ and Zoom meetings, quizzes, virtual cocktail making and the rest of the virtual menu.
I have been massively impressed with the ideas and suggestions that have flowed from everyone in the team. It is easy to think that at my end of the spectrum, with too many years under my belt, experience is all that matters. The reality is that the youngest members of the team have been able to come up with fresh and original thinking. Time for the old boy to move over.
Until next time,
Malcolm Wallace, Managing Director at Dynamic Conferences & Events Ltd
07515 664 368