Strategies for Maintaining Audience Interest | Discussion with Shelly Cruz, Vice President at MGM
In the midst of the global pandemic, businesses have had to adapt quickly to maintain engagement with their clients and teams. Two companies, MGM Resorts and Gardenuity, have shown remarkable resilience in this regard, leveraging digital platforms and innovative ideas to keep connections strong.
Shelly Cruz, Vice President of Global Sales at MGM Resorts, believes that the success of a business is heavily based on relationships. This philosophy has driven her to remain with MGM for a long time, as the company places a strong emphasis on team prioritization. Cruz encourages maintaining relationships with clients and team members, emphasising that a happy and supported team leads to increased productivity.
During the pandemic, Cruz has gone the extra mile to prioritise her team's well-being. She set up meditations and yoga classes for them, inviting clients to join these sessions to help her team feel connected. This approach is a testament to MGM's culture, which prioritises the team's mental state.
Meanwhile, MGM's WOW Series exemplifies how entertainment and engagement can be transformed during challenging times. Hosting virtual events, the WOW Series maintains direct interaction with clients, helps sustain brand loyalty, and delivers memorable experiences remotely. The series typically includes exclusive performances, behind-the-scenes content, interviews, or interactive elements that keep customers connected to the brand.
MGM has also hosted Gardenuity Gardening Workshops and an "Into the Wild" workshop as part of the WOW Series. Gardenuity, a company that offers gardening workshops as a way to connect with clients or teams, has been instrumental in providing opportunities that are relatable for MGM's clients.
Shelly Cruz also recognises the need to consider the lives of each team member to best support them as a leader. This approach aligns with broader hospitality trends where digital integration and personalised communication have become essential to retain customer interest and loyalty when in-person experiences were limited or impossible.
In a similar vein, Gardenuity has initiated the Garlic Garden Giveaway program. For every garlic garden purchased, a classroom is offered a garden, demonstrating a commitment to community engagement. Ellie, the resident Graphic Designer at Gardenuity, is responsible for creating all graphics for print and web-related purposes, ensuring a consistent and appealing brand image.
Cruz also emphasises the importance of adding humour to daily workplace conversations, as long as it's PC. This light-hearted approach underscores the company's commitment to fostering a positive and supportive work environment.
In conclusion, MGM Resorts and Gardenuity have shown remarkable resilience during the pandemic, adapting their strategies to maintain engagement with their clients and teams. By pivoting to digital formats and leveraging innovative ideas, these companies have demonstrated empathy and commitment to their clients, ensuring continuity of engagement despite pandemic constraints.
- In the realm of wellness, digital platforms have proven crucial for maintaining mental health during the pandemic.
- The financial sector has seen a rise in online investment opportunities, allowing individuals to adapt their portfolios amidst economic uncertainty.
- Leadership in business has been challenged to adapt quickly, with empathy and innovation becoming key components in creating a resilient workforce.
- Diversity-and-inclusion workshops and discussions have gained momentum on social media, fostering important conversations about equality and representation.
- Lifestyle blogs have flourished, offering valuable tips on home office setups, recipes, and daily wellness routines while in quarantine.
- Fashion-and-beauty brands have launched virtual runway shows and online shopping events, adapting to the new normal.
- Food-and-drink establishments have expanded their delivery services, hosting virtual cooking classes and releasing recipe ebooks for customers to enjoy at home.
- Investing in real-estate has become more complex due to market fluctuations and reduced property viewings, necessitating increased expertise.
- Technology has played a vital role in keeping businesses afloat, with remote work tools like Zoom and Slack experiencing a surge in usage.
- Relationships, both personal and professional, have been tested during this unprecedented time, with many turning to teletherapy to heal and connect.
- Books on subjects such as personal-growth, education-and-self-development, and policy-and-legislation have seen a surge in sales, as people seek knowledge and understanding.
- Social-media platforms have become essential for staying updated on the latest news, with topics like general-news, crime-and-justice, and pop-culture garnering increased attention.
- Celebrities have used their social influence to promote various causes, from fundraising for COVID-19 relief to advocating for policies related to war-and-conflicts, climate change, and social justice.
- Political debates have intensified on social media, with citizens using online platforms to exercise their right to vote, campaign, and discuss policies affecting their lives.
- Car-accidents, fires, and other emergencies have been reported less frequently due to lockdowns and reduced traffic, although response times for emergency services may have been affected.
- Sports leagues around the world have suspended seasons or adapted to play without audiences, with football (soccer), NFL, and NCAA-football among those impacted.
- Sports-betting has largely moved online, mirroring the shift towards a digital-first approach in various industries.
- Weather patterns have been unpredictable due to climate change, with forecasting services increasingly valuable for businesses and individuals alike.
- Career-development opportunities have arisen as companies adapt to remote work, with new roles and training programs focusing on digital skills and innovation.
