New Hartford marketing agency Site-Seeker has recently released an e-book showcasing how local businesses weathered the COVID-19 pandemic.
The e-book features reflections gleaned from interviews with area professionals about actions their companies took (or did not take) and how those choices affected business outcomes over the course of the past year.
Tom Armitage took the lead on the project.
“When COVID first hit, my teammates and I at Site-Seeker began offering free educational webinars to clients, those in the community, and those across our networks,” Armitage said. “The topics were mostly focused on how businesses should react to the shutdowns from a sales and marketing perspective. One example of a webinar was on streaming video ads. Knowing trade shows and events were canceled for the year, we advised professionals on how to take those unspent dollars and reallocate them towards social and video-based ads (like the ads you see on Hulu or your Roku apps), knowing more time at home meant more media consumption. We produced a lot of educational content throughout the spring and summer.”
By December, Armitage was thinking about compiling a summary of the year.
“Instead of the webinar series which was, ‘This is what you should do,’ I thought it would be interesting to prepare an article on ‘Let’s see what businesses actually did,” he said.
He started by creating a list of professionals and contacting them to gauge their interest and willingness to be interviewed.
“Once I started to chat with a few, I knew it would be a lengthier piece than just a traditional online article, so I began compiling notes and writing,” he said. “It turned into an eBook and audiobook. I think it’s a pretty comprehensive piece on how businesses survived COVID and what changes they implemented over the course of the 12 months.”
The e-book was specifically launched the third week of March to mark the one-year anniversary of the government shutdowns.
“Any professional could read a story from Forbes about how COVID affected businesses (and they probably already have),” Armitage said. “So I wanted to feature ‘insider information’ that no one would else have seen. The first-hand accounts from local community members is the real value of this piece - and that’s what I wanted to showcase. Not only to tell their stories, but so other businesses could lean on and learn from the trials experienced from these noted companies.”
Businesses across different industries were disrupted in specific ways, so there was no one-size-fits-all solution. The e-book explores how specific companies in varying industries adapted to their unique challenges.
“It was fascinating to hear how COVID affected each local business differently, and how they each implemented different strategies to get through it,” he said. “From the United Way to Northland Communications to Sovena USA, I love how every chapter is unique. Some of the stories were eye-opening, especially the folks whose businesses went through tremendous financial strains. But it was uplifting to hear how they figured a way through it.”
Site-Seeker is currently distributing and promoting the eBook to clients and on social media.
The eBook is free and Site-Seeker is offering it to anyone interested at site-seeker.com/covid-ebook.
“We know it has great information for other businesses locally (and those in similar markets to Utica) to lean on for sales and marketing ideas,” Armitage said. “And these ideas are relevant even after COVID subsides.”
Site-Seeker has a national presence beyond New Hartford with remote employees across the country.
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April 11, 2021 at 08:00PM
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