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Top of Mind Thursday Memo Archive
Top of Mind Thursday July 9, 2020: Channeling Differentiation
This appears to be the time to launch new entertainment networks. In the last six months, we’ve seen the launch of Apple+, Disney+, HBO Max, and Peacock. This is in addition to Netflix, Amazon, Hulu, and other existing streaming channels.
What an amazing array of content! The problem is how do you remember what program is where? Each of these channels requires a paid subscription. How many of these can a household want–or afford–to buy? How do you differentiate one network from another?
Enter Disney+ with a special Fourth of July premier of the filmed version of the hit play Hamilton, filmed on stage with the original Broadway cast.
Think of the situation. It’s 4th of July. There are no live sports. No fireworks or parades. Most beaches are closed, as are many restaurants. There’s not a lot to do to celebrate the holiday. Except watch Hamilton on Disney+. Multiple times, if you’d like.
Did this work? Downloads of the Disney+ app were up 74% last weekend vs. the previous 4 weekends.
Not all of those people will maintain paid memberships. But they all now know about Disney+. We also know that once you’ve signed up for a recurring subscription, it’s easy to never get around to unsubscribing. So a good number of those people will remain Disney+ subscribers, at least for awhile.
I still can’t remember what shows are on what streaming channels. But in the fight to stand out above the noise, this is one duel Hamilton and Disney+ have clearly won.
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 July 2, 2020: Independent Thinking
We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable rights, that among these are life, liberty, and the pursuit of happiness….
Saturday is Independence Day–the 244th anniversary of the day the Colonies declared their independence from England.
We certainly have a lot to ponder this year. A global pandemic, tough economic conditions, police brutality, and ongoing racial inequality are significantly impacting our unalienable rights.
One of the most impressive parts of our 250-year experiment in democracy is the ability to take stock and self-correct to get back to our core founding principals. That means some of the most critical pieces of our Constitution, aren’t in the Constitution at all–but in the Amendments that correct and amplify what was laid out in 1776.
The events of the past few months have caused us to hit pause on our regularly scheduled lives. We have the opportunity now to revisit our prior assumptions–to move beyond masks and monuments, excessive force and paranoia about those who are different from us.
This Fourth of July we have the opportunity to reflect on how we as a nation should define independence. We have the chance to move closer to what we adopted 244 years ago:
We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable rights, that among these are life, liberty, and the pursuit of happiness.
To quote Hamilton, let’s not throw away our shot.
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 June 18, 2020: Not Going Back
As many locales are moving towards re-opening their economies, we hear many people talking about “Getting back to normal.”
Human beings are creatures of habit. We need structure and process to organize our lives. So it’s no surprise that we are looking forward to the time when we’ll be able to go back to the way we used to do things–working, traveling, eating out, getting hair cuts and manicures, attending sporting events, etc.
But the sudden shock of the pandemic has forced us to revisit the way we used to do things. Do we really need all of those services we scheduled on a regular basis? How much business travel is really essential? Do we actually need to hold meetings in person or sit in commute traffic?
So much of the media focus has been on when it’s safe to do this or that, that we haven’t taken time to consider that in many cases, we don’t want to go back to the old way. Ever.
For every one who tells me, “I can’t wait to get back to…” there’s someone else who says, “You know what–I’m not ever going to go back to….”
Hitting STOP gives us an opportunity to look hard at what we might change in our businesses, as well as our personal lives. Have you thought about what you want things to look like in the future?
Time to look forward, because going back just may not make sense.
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 June 18, 2020: Home Sweet Home
The list of industries suffering due to the COVID-19 pandemic includes travel and hospitality, retail, restaurants, and many more. But there are industries that are doing quite well during this situation.
It makes sense that grocery stores, drugstores, and big box stores like Target or WalMart are thriving–we still need to eat, take our medicine, and buy supplies. It’s also to be expected that home delivery services–for everything from groceries to prepared food to all kinds of supplies–are thriving.
While many people are struggling during this time, others who still have jobs find they have extra money in their pockets. They are no longer traveling–which means no big summer vacation expenses, no cruises, and no airplane flights, hotels, or rental cars. They aren’t going to the theatre or the movies, eating in restaurants, attending sporting events or concerts, or using their regular personal services (haircuts, massage, nails, etc.).
Instead, people are re-channeling the money saved into other areas. Sales at DIY home improvement stores are way up, as is the demand for contractors and other home remodeling specialists. People are spending more time baking, planting gardens, landscaping, learning new skills, and preparing for self-contained driving trips, rather than long-distance vacations.
It’s not that people are no longer spending money. It’s that they’re spending money differently. And it’s likely that at least some of these changes will stick after the immediate crisis is over.
How is your business adapting to your customers’ new purchasing habits? What can you do to make sure the value you provide in today’s environment hits home?
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