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Top of Mind Thursday May 21, 2020: Hurry Up and Wait
The economy is beginning to open up–across the US, and in many other parts of the world.
While we don’t yet know exactly how this process will unfold, one thing is certain: The ways we interact with others will change dramatically. This will most likely result in lengthier waits in many areas, as establishments take additional precautions to protect both employees and customers.
Last weekend, we took our dog to the vet to checkout a sore leg (turned out to be only a mild sprain).
Humans are no longer allowed inside the vet clinic. We parked in a numbered spot in their lot and interacted with the staff via phone.Before the dog was allowed in the clinic, we had to confirm all the people in the car were not experiencing any COVID-19 symptoms. A technician then came and took him inside where he was seen by a vet who called us with her findings. He was then returned to us in the car, with his new meds, and a copy of the credit card receipt.
What occurred to me is the vet waiting room has now moved from the inside of the clinic to customers’ own cars. Doctor offices are doing something similar: you call when you arrive, answer screening questions, then get a quick temperature check before being allowed inside when it’s your turn to be seen.
When we can’t (or don’t want to) physically go into a store, we wait for curbside pickup or home delivery. We wait for Fedex, UPS, and Amazon deliveries. We wait for DoorDash or GrubHub or Instacart.
No one likes waiting anymore than absolutely necessary. As the recovery continues, those organizations that are able to cut down the wait or use the wait time most creatively will stand out from the crowd.
Don’t wait to start working on how to address this for your business.
Contact me to find out how you can get heard above the noise – even in a crisis situation.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday May 14, 2020: Unmasking Creativity
As the COVID-19 situation continues to evolve, an increased emphasis has been put on masks as a way to stop transmission of the virus.
Initially, the focus was on masks and other personal protective equipment (PPE) for medical providers and first responders–to keep them healthy and safe as they cared for others.
More recently, the directive from medical experts has been that we should all wear masks to protect ourselves and others–as the virus can spread silently from asymptomatic people.
While some people are revolting against the mask requirements, others have found a new opportunity to express their creativity. No longer are we limited to the white paper throw-away surgical or N95 masks we see in hospitals. There are now thousands of mask and face covering designs available in a multitude of fabrics and designs.
Choose a mask featuring your favorite sports team, celebrity, or TV show. Order a face covering that reflects your hobbies or interests. Wear a different mask for the day of the week, or get a variety to match your wardrobe.
My current favorite was the one I saw in the supermarket yesterday. A man walked by me with a mask that said, STAY SIX FEET AWAY FROM ME…printed on the mask!
Even in the face of a pandemic, people rise to the occasion with humor and creativity–and the entrepreneurial spirit prevails yet again.
What opportunities do you have in your organization to unmask creativity during this challenging time?
Contact me to find out how you can get heard above the noise – even in a crisis situation.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Fall in Love With Your Customer’s Problem, Not Your Solution
David Priemer
Author
Sell the Way You Buy
www.cerebralselling.com
David Priemer is a thought leader in sales and sales leadership, who has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, and Inc. magazines. From his early days tinkering with test tubes and differential equations as an award-winning research scientist to leading top performing sales teams at high-growth technology startups, David’s lifelong passion for learning and execution is the foundation of his Cerebral Selling practice. Often referred to as the “Sales Professor,” David helps organizations drive revenue growth, people development, and winning cultures by infusing the core principles of science, empathy, and execution into their sales operations.
In this podcast, David explains why selling is so different now than it was just a few years ago—even more so in a post-pandemic world. He explains the tricks our minds play on us when it comes to how we buy, and he tells us what sales and marketing people get wrong when it comes to focusing on value.
Listen to this podcast.
Top of Mind Thursday May 7, 2020: Dancing with the Fans
One of the consequences of this extended pandemic is the lack of new entertainment programming–including live sports.
There have been virtually no new sporting events for the last two months, and this is likely to last through at least the summer. In the absence of live basketball, baseball, soccer and football games, sports channels have been airing “classic” contests. But there’s only so many times people want to watch a sporting event where we know in advance who will win.
Into this void, came ESPN with the 10-part documentary The Last Dance, about NBA superstar Michael Jordan’s final season as a player. Not only has this series garnered 60% more viewers than other documentaries, but each episode is getting as many viewers watching on-demand as for the original airing.
It was pure luck that ESPN had this documentary “in the can” and ready to show when the pandemic hit. Timing is everything. But it shows the value of being ready with something you can pull out as an alternative when circumstances prevent regularly scheduled events from happening.
One of my college professors always talked about the importance of “having a midget in the wings.” In the days of vaudeville, stage managers always had a backup act (the midget) in case the performer on stage bombed.
How prepared are you with a quick alternative when regular plans go south? What can you do to be prepared to dance onstage in the future?
Contact me to find out how you can get heard above the noise – even in a crisis situation.
Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.
.
Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com