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Top of Mind Thursday January 9, 2020: The Amazon Effect
We love to procrastinate. People have always put off decisions until the last minute. But now, we’re seeing people waiting until literally the last minute before making a commitment.
We see this with SAC, our association: we get more renewals the last 2 weeks of the year than any other time. I also see it with clients who are running events, with a large percentage of tickets sold the last week prior to the event.
I call this the Amazon Effect. When you can wait till 5pm to order something that Amazon will magically have on your doorstep the next day, why would you make other commitments well in advance?
It’s not just Amazon. With Uber or Lyft, I can order a car service within minutes. With AirBnB, I can get accommodations right before I need them. WeWork allows me to get office space very quickly. And there are services for nearly instant dog walking, massage treatments, and a hundred other things.
While this may be nirvana for the customer, it often throws a huge wrench into planning and preparation for the supplier of the goods or services. Inventory must be ordered, space reserved, food ordered.
The question is what can you do to counteract this? How can you convince your target audience to commit themselves earlier?
Higher fees for last minute signups may not work. Consider adding additional value for those who sign up early–something attractive they’ll miss if they wait too long.
While Amazon and Uber may be able to thrive on this model, for most of us the Amazon Effect is a prime irritant unless we plan to address it.
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.
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Let us help your business rise to the top.
linda@popky.com
(650) 281-4854
www.leverage2market.com
Top of Mind Thursday January 2, 2020: How Clear is Your 2020 Vision?
It’s 2020! If we were at the eye doctor, 2020 vision would be perfect. But how clear is our business vision?
Do you know what you want to accomplish for your business this year? Here are a few thoughts to get you started:
- See where you are and where you’re going. Sounds simple, but too often we see businesses go off and execute without considering what they really want to accomplish.
- Identify measurable and meaningful goals. How will you know if you’re succeeding? Your goals should be clear, straightforward, actionable, and relevant to the team members who will need to meet them.
- View what’s going on around you. What challenges are your customers facing? What changes are your competitors making? How should you react?
- Look at your key metrics. Are you on track to meet your goals? If not, what actions should you take to get back on track?
- Envision possibilities. What new opportunities should you consider this year? How can you move beyond what’s been done before? Are you thinking big enough?
There’s no better time than today to start seeing a great future for your organization. That’s one thing we can see perfectly clearly.
Contact me to find out how to get heard above the noise.
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 December 26, 2019: Building a Better World
We’re rapidly approaching the end of the year. Hard to believe, but it’s also the end of the second decade of the 21st century.
How did that happen? Seems like it was just yesterday when tech companies were wresting with the Y2K challenge. Now we’re looking into the 2020’s.
Many things have changed over the last ten years–some for the better, some not, and some for both at the same time.
We have exciting new technology that allows us to communicate in ways we couldn’t possibly have dreamed possible. And with it comes the threat of misuse and abuse, identity theft, fake news, and election meddling.
We have a better understanding of what’s happening in the world in real time. That comes the ability to shine a bright light on injustices that were hidden before, as well as the temptation to overemphasize small slights.
We have a strong empathy for many of those in need–and a strong tendency to ignore those who may need our help the most.
At this holiday season, I wish you health, happiness, prosperity, and peace–and the ability to use the resources we now have available to build a better world for all of us.
Contact me to find out how to get heard above the noise.
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 December 19, 2019: When The Very Best Isn’t Enough
For 75 years, the Hallmark Company has used the marketing slogan, “When you care enough to send the very best.”
Last week, we found out that you can’t send the very best if you’re not representing the traditional view of marriage.
The Hallmark Channel refused to air ads from a wedding planning service that featured two women kissing during their wedding ceremony. Hallmark said the kiss violated their policies, though a similar ad from Zola with an opposite-sex couple appeared to be fine.
The decision sparked such an outrage that on Monday the company reversed its stand and decided to allow the same-sex ad. But the damage is done. By specifically excluding a segment of their customer base, Hallmark has made it clear they don’t value these individuals and their business is not welcome.
Today’s political environment has made it acceptable to deride people who are different–whether that’s because of their ethnicity, race, sexuality, or disabilities. Not only is this morally and ethically wrong, as Hallmark found out this week, it’s also bad for business.
Maybe it’s time for Hallmark to revisit what “the very best” really means.
How do you act in a climate of change? Read my article.
Join me for the free online video interview series The Inspired Leadership Show: Discovering Secrets to Being an Effective Leader Through Communication, Positive Influence and Sustainable Productivity. My episode is live NOW!
Contact me to find out how to get heard above the noise.
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