b'ONE-TO-ONEThecoronaviruspandemicfacilities. We simultaneously start-caught all of us off guard with theed a strict set of protocols regard-shortandlongtermimpactitisingsanitationandsocialdistanc-havingonourworld.Whatstepsing,weeksbeforestateandlocal have you and your team taken togovernmentsissuedguidelines. supportthetileindustrythroughAndourleadershipteamformed this very difficult time, and how area COVID-19 taskforce focused on youpositioningyourselvestobesharinginformationandmonitor-prepared for the opportunities thating the health of the business and will be open to you once we beginteam members. to regain a sense of normalcy? These efforts have been extreme-Inthistimeofuncertainty,itslyeffective,asIampleasedto essential to communicate via mul- reportthatallLATICRETEteam tiple channels.membersarecurrentlysafeand Tojoinforcesandkeepusallvirus-free, and our facilities are still informedaboutwhatothertileproducinganddeliveringmuch-industrybusinessesaredoingneeded materials to essential proj-amidsttheCOVID-19outbreak,Iects worldwide.initiated a Facebook group where tile industry experts can share/dis- How has LATICRETE used social cuss their business operating statusmedia as a way to market its prod-andmonitortheimpactoftheuctsandcreatebrandawareness ever-changingpublicinformation.in the installer community?Thisgroupnamed TileIndustryWeve taken our social media to COVID-19Response-Impactisanotherlevelwiththesupportof an open channel for those in thethe entire LATICRETE team.tile/stoneinstallationindustrytoOne of the significant challenges share real and timely information,goingfromahighly-collaborative lookforsupport,askbusiness- team environment to one in quar-relatedquestions,orsimplytalkantine, is the loss of interpersonal about current issues with no politi- communication. Its a difficult situ-cal focus. ationforeveryoneandanextra-In response to the situation, thechallengingoneforsalesprofes-LATICRETEteamimmediatelysionals who thrive on interaction. acceleratedadigitaltransforma- To help our team remain engaged tioneffort,whichoriginatedinand feel productive, weve initiated 2019 company-wide. We are nowall possibilities for them to continue fully operational, working remote- teaching. Our sales reps thrive on lyallovertheworld.Thiseffortsupporting customers and teaching quickly moved hundreds of peoplethemhowtobesuccessful.To outofofficesandmanufacturingdate, weve conducted many live 60TileLetter | June 2020'