SUMMARY: Conventional wisdom historically has been for brands and companies to stay out of politics, at least as it relates to their public relations and marketing messaging, but over the past week, we’ve really seen a shift. Does it matter to consumers?
IN SHORT: Companies are already starting to inform employees that they will be working from home all year and may not return to the office until 2022. This will negatively affect some industries, but there are also some opportunities for brands who understand the mindset of working from home consumers.
SHORT READ: Buyer motivation is the driving force influencing a purchase, but few brands understand what motivates their customers. The more you understand why consumers want something, the better you can position your brand to solve their problems.
HI THERE: I love the challenge of marketing because the market in which compete is always changing. Here are some things that caught my attention this week.
IN SUMMARY: The perfect product, perfect packaging and perfect price don’t necessarily lead to success. Successful brands know that to be a great brand they need to focus on their employees and treat them better than customers.
SUMMARY: The better you treat your employees, the better they treat your customers. If your brand is doing well it’s time to say thank you to your employees in a meaningful way.
SUMMARY: Marketing strategy is an essential part of business planning, but in these uncertain times, your strategy has to be flexible. Brands need to change course rapidly to leverage competitive advantages, but organizations are not built for speed, which is a huge problem.
SUMMARY: According to Shopkick “a heightened focus on safety, financial health, and social justice issues will remain top of mind for consumers as they anticipate the new year, with 60% saying the pandemic has forever changed their shopping habits — consumers say they will always be stocked up on essentials, make fewer but bigger shopping trips, and buy more online.