Time for our regular look ahead…this time at the month of July 2020. It’s a little too soon to think that the Covid-19 emergency is over…but things are gradually getting back to normal.

So…while taking due account of any restrictions that affect your business or customers…there’s no need to hold back on your marketing.

Looking at the coming month for events, occasions, holidays and anniversaries that can form the basis for a marketing promotion…

…two big ideas stand out.

The first is…we are in the second half of the year. July 1 is sometimes referred to as “Second Half Of The Year Day”.

As with any milestones like this, it’s an opportunity to give people a bit of a jolt and get them to review their goals and plans for the year.

Of course, if they are off-track a little you might well be able to help them get back on track!

Secondly… [Read more…]

I thought I’d start this month’s “Looking Ahead” feature with a moment of humour from Tom Fishburne and his cartoon from a post titled…

“generic advertising ‘in these uncertain times'”

The point here is that many marketers are defaulting to a safe and somewhat cliched style in their advertising and other messages.  Well worth reading the whole post.

Now, I’m not going to suggest that we are anywhere near to being “back to normal”.  However, around the world the various measures taken to combat the Covid-19 pandemic are being eased somewhat in a number of places.

I’d suggest as well that people have adapted to the situation and are getting on with their lives as best they can…

…which means they are receptive to offers that are relevant and attractive.

The comments at the beginning of last month’s post about how to market in a time of crisis are still relevant.  But provided that you…STAY RELEVANT…and REMAIN APPROPRIATE…there’s no need to hold back in your marketing.

And…referring back to the beginning of this post…remember that being boring is probably the biggest sin in marketing! 

One other point…

…this crisis will end. If you’re currently closed…or restricted in what you can do…it’s important to prepare for the reopen and getting back to full speed as fast as possible.

Special promotions can play a BIG part in that…

…so it’s worth being prepared.  With all that said, let’s have a look at the holidays and occasions that can be used as the basis for a promotion… [Read more…]

Welcome to this month’s “Looking Ahead” feature.  I’ll start with the comments I added to last month’s post…

…addressing the issue of how responsible marketers should adapt to conditions when we are in a time of crisis with pretty much the whole world dealing with the Covid-19 pandemic.

It’s understandable that many marketers are wondering…

(1) Should I stop marketing altogether?

(2) If I carry on marketing, do I need to make changes and how do I avoid looking like a tone-deaf jerk?

Ryan Deiss at Digital Marketer has put together a great video briefing that I think makes a lot of sense and provides valuable guidance.

Well worth watching the whole briefing, simply click on the following link…

“How to market in a time of crisis”.

Here are the key points… [Read more…]

UPDATE: 26 March 2020 – Marketing in the time of COVID-19

Apologies for not providing this update sooner.  Right now we are in a time of crisis with pretty much the whole world dealing with the Covid-19 pandemic.

It’s understandable that many marketers are wondering…

(1) Should I stop marketing altogether?

(2) If I carry on marketing, do I need to make changes and how do I avoid looking like a tone-deaf jerk?

Ryan Deiss at Digital Marketer has put together a great video briefing that I think makes a lot of sense and provides valuable guidance.

Well worth watching the whole briefing, simply click on the following link…

“How to market in a time of crisis”.

Here are the key points… [Read more…]

A few months back…Ace marketer Malcolm Auld published a post titled…

“Your Marketing 101 Guide By The Numbers…”

Malcolm is working on a book about B2B Marketing to help address what he sees as a serious issue in the current business world…

“The B2B category has a lot of executives in marketing roles who have no prior marketing qualifications. They have sales, product or technical backgrounds. Some even call themselves social sellers.”

Implied in Malcolm’s post is that many of these individuals are not entirely sure what marketing is all about…

…and end up flailing around somewhat aimlessly.

Although Malcolm’s post is specifically concerned with B2B marketing…

…I think all marketers will find useful what he has to say.

Here are three points that stood out for me… [Read more…]