This weekend marked the 20th anniversary of the 2 planes that into the Twin Towers and the 2 planes that crashed into the Pentagon and a Pennsylvania field.
On the crystal blue morning of September 11, 2001, I was working from home in my Upper Westside apartment when my mother called.
“Turn on the local news. It looks like a Bruce Willis movie.” The words rushed out of her mouth.
While she waited, I turned on my television to see smoke billowing out of the iconic World Trade Towers just before the first one crumbled.
Within the hour, I heard the sound of helicopters beating through the skies above me.
By the next morning, paper signs begging for any information about loved ones started appearing everywhere. And the sidewalk in front of the local fire station was packed with an outpouring of love in the form of flowers, candles and handwritten notes.
When I visited the World Trade Center area 3 weeks later, I remember the flood of sunlight pouring through the gap where the towers had proudly stood.
Now the Freedom Tower has grown gracefully out of their rumble to join the Wall Street skyline. For me, it’s a beacon of the resilience of New York City and the people who call it home and work here.
Since this terrorist event changed the history of this city and this country, I appreciate the annual memorial observations for those who lost their lives
Why am I discussing this with you as a marketer?
Because including significant events for your business and community matter to your audience.
And your objective should be to remember and show respect for your shared history.
So include these events when planning your marketing calendar and create relevant content and activities. BUT, make sure the event is relevant to your business and audience.
Many television stations and streaming services developed specials about 9/11. This content tapped into historic footage and combined it with new interviews and insights. It’s content curation and reimagination at its best.
Actionable Marketing Tip:
- Include relevant historic, business and community events in your promotional calendar. For example, major advertisers use the US Open to create outdoors promotions in Manhattan.
Actionable Marketing Lesson of The Week
► How To Create Effective Presentations
You earn an invitation to present or be part of a panel at a live or virtual event.
From a marketing perspective, it’s your opportunity to expand your content marketing and influencer reach by being spotlighted to someone else’s audience.
So approach these invitations with respect to make a good impression. To succeed, align your presentation with the theme of the event and the audience’s needs.
Last Wednesday, I participated in a panel entitled, The Future of B2B Influencer Marketing. It was part of the UK-based B2B Influencer Marketing Summit run by my colleague Gordon Glenister, author of Influencer Marketing Strategy.
To prepare for the panel, the moderator, Andrew Canter of the Branded Content Marketing Association (BCMA), sent the participants a set of questions. I went through the questions and drafted my answers. So I knew the points I wanted to make and how to say them concisely.
On the day of the panel, one participant joined 10 minutes after it went live and another didn’t show or send any message.
To Canter’s credit, he rolled with these issues and led a lively discussion. #WellDone!
Actionable Marketing Tips:
- Read the published blurb about your presentation, panel or session. This represents the information the audience expects to hear.
- Prepare your presentation or remarks. Don’t wing it. Even the best speakers prepare so their talks seem effortless.
- Show up early. This allows you to see the venue and ensure your technology works properly.
- Have a backup plan in case of problems. Know how you’ll handle potential issues like a panelist who doesn’t show up.
► VoiceLunch/Marketing has returned from its summer hiatus. It meets virtually every other Friday at 12pm EDT/ 9am EDT. (BTW, get your own FREE invite and reminders HERE!)
Last week’s topic was “2021 Voice Consumer Index Research: How Can It Improve Your Marketing Results.”
Voice usage has gone mainstream in the US according to the 2021 Voice Consumer Index Research. Specifically:
- 1 in 5 consumers uses voice functionality multiple times per day and
- 2 out of 5 consumers never use voice functionality.
Further, voice-first device usage accounts for a portion of the 2.5 hours spent with audio daily. This includes radio, voice and other devices (Source: Activate 2021).
In the US, people use voice functionality on these devices:
- Voice assistants,
- Smart home appliances,
- Smart TV & related entertainment devices, and/or
- In-car functionality.
► CASE STUDY: How Mercedes Offers Voice Functionality
While about 3 in 10 people use voice assistants in cars, it’s not clear whether they use their smartphone or a manufacturer-installed automotive voice device.
For example, Mercedes Benz uses its own proprietary voice assistant. They partnered with Houndify to create it to protect the data and information of their high income customers. To see how owners use it, view this video created by the Automotive GURU. In 6 months, it garnered almost 20,000 views and roughly 400 thumbs up (or about 2%).
Of interest to marketers:
- 29% of VCI respondents use voice assistants on their phone out of home and
- 18% of VCI respondents use voice assistants at retail.
Be prepared to meet the needs of your voice-first audience when they’re on-the-go!
Actionable Marketing Tip:
- Start testing voice options with low risk elements of your marketing. To reach your voice-first audience, create or transform your existing content marketing into voice only, audio only or video formats for voice or multimodal devices.For example, Home Depot has shopping and “How To” videos on YouTube. Here’s an example of “Selecting a Hot Water Heater”.
Social Scene: Influencer Marketing
Many marketers limit their use of social media to posting and advertising.
At the heart of these books is developing such amazing customer experiences (or CX) that people tell their family and friends about your products and services. It’s word of mouth marketing at its best since your community of avid fans get others to buy from you.
For the launch of his new book, Gingiss made his influencer outreach talkworthy. The branded box he sent contained a numbered edition of the book. The cover connected to an LED light so it shines when the book is closed. The box also contained light bulb inspired tschokes.
Actionable Marketing Tip:
- Tap into the power of micro-influencers. While their reach is smaller, their relationships are stronger. So use more micro-influencers to get broader reach.
New AMG Articles:
10X author Carla Johnson sat down with us to discuss her latest book, “RE:Think Innovation”.
If you want to make and inspire change in your organization, this book is a must-read. Johnson lays out easy-to-follow steps to tap into the power of your entire employee base. At the book’s core is Johnson’s Perpetual Innovation Process.
To extend the life and reach of your content marketing.
Use these 10 types of audio content formats to expand your voice marketing offering. Also they’re good to test adding voice to your marketing mix.
NYC Marketing Marketing Minute
As the saying goes, timing is everything!
During the middle of the summer, I had shopped for some last minute items before going to Nashville for Podcast Movement. At the time, stores had big arrays of backpacks. While I didn’t need a new one, I made a mental note to go back later to get a new one.
Last week, a week before public schools officially opened in New York City on September 13th, I couldn’t find a backpack anywhere. In place of the Back-To-School backpacks, I found Halloween items.
While they had no backpacks, Staples had lots of school-related items such as notebooks, pens and other supplies. Since other shoppers were stocking up, so I bought my favorite items while they were available.
What does this mean for your marketing and business?
Not only monitor what your customers need and want, but also when they think about and make actual purchases!
Post-pandemic, consumers have learned to buy early to avoid shortages and out-of-stock issues.
So, time your marketing promotions and related inventory to:
- Meet customers’ needs so they don’t go to a competitor or near substitute. Otherwise, you may lose them for good.
- Maintain profitability since selling product when people are buying yields the highest price without needing to sell at discount post-season prices to clear inventory.
Actionable Marketing Tips:
- Monitor the marketplace to understand how customers and competitors are changing. Also check what the major players are doing since they can sway the market.
- Speak to customers, suppliers and distributors on a regular basis to adapt your marketing to meet their needs.
Plan Ahead: Mark Your Calendar
Join me at these marketing events:
here!) It’s FREE with registration.
► September 24 – Voice Lunch Marketing, 12pm ET / 9am PT.
Please join us. Sign up to get your Zoom invitation and reminders.
Welcome new members: Peter, Orynn, Karol, Riley, Piotr, Hoang, Philip, Marcello, El, Caridan, Lawrence and Jana.
P.S.: If you like the content in this newsletter, would you please share it with a friend or colleague.