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Top of Mind Thursday Memo Archive
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
Top of Mind Thursday December 12, 2019: Spin Cycle
The Internet has gone crazy over a holiday ad from exercise company Peloton. A husband gives his (already fit) wife a Peloton bike as a holiday gift, then follows her story as she uses it to become even more fit, saying “I didn’t realize how much this would change me.”
The viral buzz labeled this ad as sexist, promoting negative body image, privilege, and bad marital dynamics. Within 3 days, Peloton lost $1.5 billion of market value as a result of the backlash.
Both the company and the actress in the spot were stunned by the response. The actress says perhaps this was due to the expression on her face, which could be interpreted as fearful (Why would that be the expression chosen for the final take? Inquiring minds want to know.).
Actor Ryan Reynolds seized the opportunity to hire the same actress for a spot for his tequila brand, where she is shown downing a margarita, with the tagline “exercise bike not included.”
Other brands have run ads that created a strong backlash. Some, like Nike, even do this purposely. But the key difference is they make the decision that it’s worth alienating some viewers in order to build a stronger bond with a key customer segment. That doesn’t appear to be the case here.
It was the company’s response (or lack thereof) to the criticism that really fell flat. This is not the first time Peloton has found itself defending its “beautiful people in gorgeous settings need this expensive equipment” approach to marketing. Yet a company spokesperson said Peloton was “disappointed” that the commercial had been “misinterpreted”–implying that it was the viewers who were at fault for their reaction.
Anyone can take a bad fall. But it’s how a company picks itself up and gets back on the bike, so to speak, that portends whether they’ll still be in the race moving forward.
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
Top of Mind Thursday December 5, 2019: Play it Again Sam
This morning, I got an email message from Spotify telling me they’d compiled a list of all the music I’d listened to this past year–by artist, genre, even by season of the year.
Of course, I had to check this out, because I was curious to see what I’d listened to and how those selections had changed through the year. And Spotify has created a play list of my most played songs in case I want to play them yet again.
What a great way to stay connected with your customers. Remind them of how they’ve used your product or service, thank them for being a customer, and offer them a way to keep connected with you in the future.
Facebook does something similar (here are your most liked posts of the year), but there’s no reason this has to be limited to online services. When was the last time you reached out to your customers and revisited how you’ve worked together over the past months, reminded them of the value you’ve provided for them, and suggested possible ways you can work together in the future?
It’s a simple thing to do, yet so few businesses do this for their customers, that when it happens, it’s music to their ears.
Are you extending gratitude where it counts?
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