Welcome to this month’s “Looking Ahead” feature. While the Covid-19 emergency can’t be considered over…life is slowly returning to something like 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.

There are no major holidays this month. In the northern hemisphere it’s the dog days of summer. In the south it’s the last blast of winter. These “seasonal” themes are available to you if there’s nothing else that’s suitable.

August is also a “Back To School” month for many northern hemisphere countries…although that may be affected by Covid-19 restrictions.

This time of year also usually sees a number of major sporting events. The US Open Tennis is expected to take place, but without spectators. In Europe, the delayed final stages of the football (soccer) Champions League and Europa League will conclude on August 23 and August 21 respectively.

It’s also “Elvis Week”, August 9-17. Elvis Presley moved on to the “great gig in the sky” 41 years ago on 16 August, 1977.

Other events… [Read more…]

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…]