97th Floor Launches America 2.0 Marketing Model to Help Companies Navigate the COVID-19 Pandemic

By Sam Brake Guia July 2, 2020

97th Floor, an award-winning marketing agency, today announced the launch of a new model allowing any business to quickly identify their marketing needs and determine a strategy uniquely suited to their business’s challenges during and after the COVID-19 pandemic. 

The model implements a quadrant system to classify companies into different categories. The results depend on two variants: demand and financial runaway, offering a unique result concerning the current situation of a business.

“Through plotting a business by demand and financial runway, this model will produce actionable marketing practices that will allow companies to best respond to today’s uncertain climate,” says 97th Floor CEO, Paxton Gray.

Depending on the results, companies can place themselves in one of four categories: Opportunists, Thrivers, Survivors, and Waiters; each with their own particular set of resources, advice, and strategies. The information is specific and filled with enough relevant information for anyone to act on, but broad enough for companies to construct tactics of their own. 

Along with the recommended strategies, the quadrant offers future behavioral advice based on the market forecast. The name “America 2.0” draws inspiration from discussions that business giants like Mark Cuban and Paul Mampilly had regarding the economic consequences of COVID-19 in the United States, with businesses drastically changing how they operate. 

“Marketing in a global pandemic is uncharted territory for us all; challenging and discouraging for many. Identifying unique marketing opportunities based on the current position of a business or brand is key to turning that challenge and discouragement into drive, excitement, and passion,” affirmed Gray.

The model aims to provide clarity in a time when a lot of brands are considering how to approach their marketing. “We believe this model will help businesses focus on those marketing activities that will provide the greatest return and position themselves to grow during the inevitable economic changes in store for us all,” Gray concluded.

Disclosure: This article includes a client of an Espacio portfolio company