I hope that you and your family continue to be healthy.
As you probably know, the President of the United States has COVID.
Regardless of your point of view, this isn’t a political statement.
Even the top social media platforms like Facebook and Twitter removed negative comments related to the President’s health.
His illness underscores that the coronavirus continues to spread and infect people across geographic regions.
This makes me sad and concerned about everyone touched by this disease.
The U.S. President getting COVID shows that the virus doesn’t care:
- Where you live,
- What your race or the color of your skin is,
- What country you or your relatives came from,
- What you believe in terms of politics, religion or other views,
- What your sexual orientation is, and/or
- What your economic level and/or financial wellbeing is.
Unlike people, the virus doesn’t discriminate. As a result, it continues to be a VERY REAL threat to your health and that of others you care about.
This virus may be teaching us that we need to care about and help each other.
During times like this, let’s find ways to communicate that are more civil. And treat each other with more understanding.
As marketing professionals and in our daily lives, let’s all talk and act human-to-human. Since you don’t know what the people in your audience are dealing with at this time. And this includes your friends, colleagues and customers.
Living in New York City where COVID cases and deaths spiked early in the year, my husband and I have been extremely cautious. As I mentioned last week we took our only visit uptown on the subway since March.
Recently New York City opened up and allowed restaurants and gyms to be at 25% capacity indoors.
Fall weather arrived this past weekend. So, while many of the restaurants in our neighborhood had built platforms onto the sidewalks and streets, people had to wear outdoor jackets as they ate.
As social animals, people want to be able to socialize (more). And I totally get it! Since I miss seeing my friends and colleagues IRL.
BUT—we need to take care not to open too quickly.
In areas of New York City the rate of new COVID cases spiked over the weekend. In response, the mayor has called for in-person school closings and restrictions on non-essential businesses in those areas. Further, other European countries are experiencing spikes in COVID cases.
What does all this mean for your marketing?
Depending on the type of business you’re in, you may need to continue to deal with changes due to COVID.
During this period, like you, my husband and I have turned to Amazon and other online vendors for items that weren’t available from essential retailers.
As a result, Amazon didn’t hold their annual Prime Day in July. According to Amazon, “Prime Day came to life for customers on July 15, 2015, as a way to celebrate Prime members on Amazon’s 20th birthday.”
With the additional customer demand this summer, Amazon didn’t need a marketing-created holiday to drive business during July which is usually a slow period for many retailers.
Having worked with a variety of consumer-facing businesses, in terms of promotional planning, marketers often:
- Use one theme or holiday per month. This gives you a hook around which to develop content, communications and promotional opportunities. BUT, it should be relevant to your audience and the time of year. For example, use a Halloween theme in October.
- Add a birthday or anniversary sale or your business during a slow month. I call this a “Movable Feast!” While many celebrate the day or month their business started, you can move this promotion to a period when your organization’s sales are traditionally low to give them a boost.
In 2020, Amazon is celebrating Prime Day on October 13-14th at least in the U.S. (Note: This is not a promotional link.)
Are you thinking what I’m thinking?
Amazon shifted their own marketing holiday to create a shopping incentive a month before November’s major Black Friday and Cyber Monday shopping days to get a jump on other retailers. Also with increased unemployment and financial pressures, there’s a good chance many customers will cut back on non-essential purchases. And this might include holiday gifts.
What does this mean for your marketing?
The answer is “It depends”.
If you’re like many marketers, you’ve spent most of 2020 adjusting to changing conditions across you’re audiences and your markets. So probably you’re re-examining your marketing calendar on a monthly or weekly basis.
But, if you compete with Amazon:
- Examine Amazon’s Prime Days offering to see how it relates to your business.
- Consider offering your customers a holiday sneak peak. Use a quick, easy turnaround option to communicate to your existing base.
On my marketing radar this week: VOICE 2020 #Voice2020 (October 5 -15)
Leave it to Pete Erickson and the rest of his Modev team to transform this live event into a great virtual event. The photo below was taken at last summer’s event in Newark, NJ.
Modev is offering free and premium passes to VOICE 2020. (Note: I do not make any money on this event.)
Big thank you to our new subscribers: Deepali, Haris, Rakesh, Jaydee, Sophie, Dyhann, Chris, Kasimir, Ely, P, Ros, Kim, Dave, Julia, Marta, Ss, Clive, Christopher, Teodora, Emily, Michel, Margo, Angela and Czcxz.
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P.P.S: Did you miss last week’s AMG Newsletter?
FEATURED ARTICLE: Voice Marketing Definition
Have you given your marketing a voice?
Before you tell me that you created a brand voice for your content marketing (including your blog and email), please understand that I’m talking about voice assistants.
To help you here’s the full monty on voice marketing.
FEATURED ARTICLE: New Normal Customer Behavior: What You Need To Know
Due to the health risks of COVID, people changed their lives quickly and significantly.
Read how this affects marketing in different business segments. Includes data and charts.
FEATURED ARTICLE: Audience
If you only focus on customers and their influencers and end-users, then you miss out on improved marketing promotion at lower costs.
Includes templates and checklists to help you as well as related marketing theory.
Unless noted otherwise, all photos are ©2020 by Heidi Cohen
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