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POWERSHIFT MARKETING THIS WEEK

May 21, 2020

THIS WEEK – As businesses begin to reopen and the “mask or no mask” debate fills social media with angry posts, here are some marketing tips and research thoughts. As always, contact me if you have any questions or topics you would like me to cover.

ONLINE ORDERING FOR ALL

There are literally millions of winners and losers in the COVID-19 world. Many big-time retails have declared bankruptcy (J.C. Penney, Neiman Marcus, J.Crew, Pier I), while others (Walmart, Target, Home Depot, and Lowe’s) have seen a sales surge by staying open and shifting more to online ordering and curbside pick-up. But most small businesses are not players in this world.

Facebook is trying to change this with a new program called Shops that lets businesses quickly set up storefronts on Facebook and Instagram. “It’s clear at this point that Covid isn’t just a health emergency,” states Facebook CEO Zuckerberg. “It’s also the biggest economic shock that we’ve felt in our lifetime.” The new virtual shops will appear on the businesses’ Facebook and Instagram accounts and, eventually, on the Messenger and WhatsApp messaging tools. The Facebook move is being powered by its partnership with Shopify.

There are two ways to sell on Facebook:

1) Use Facebook’s platform itself to create your Facebook Store, list products, and set up a shopping cart to connect payments. It is easy and simple.

2) Use an ecommerce website builder (like Shopify that charges a monthly fee) to create an online store, then link your products to your Facebook Store page. This is this is a pretty good blog on the ends and outs of how to do start selling online, CLICK HERE. https://www.websitebuilderexpert.com/building-online-stores/how-to-set-up-a-facebook-store/

STATISTICS DO LIE

Did you hear about the booming air travel industry? It is up 123% in just the last month! Technically, that is an accurate number. Over the seven days ended May 17, an average of 212,580 people went through U.S. airports, up from 95,161 in April. Of course, this time a year ago, 2.4 million people a day were flying. The point? Get ready for the same effect to apply to all sorts of numbers — most notably with economic data. These swings are artifacts of the arithmetic of percentage change. But if you are not attuned to the yo-yo effect that you will see in crucial data in the coming months, you could get mislead on what is really happening. That is why doing your own research is critical (we can help). You simply cannot trust national, regional, or even state figures to give you a clear picture of the challenges you are facing in reopening.

GENERATION Z IS…

Born after 1996, most members of Generation Z are not yet old enough to vote. But as the oldest among them turn 23 this year, roughly 24 million will have the opportunity to vote in November. And they are certainly old enough to buy things. So, what makes this generation different? PEW Research has looked at this group. First, unlike the Millennials – who came of age during the Great Recession – this new generation was in line to inherit a strong economy with record-low unemployment. That has all changed. Instead of looking ahead to a world of opportunities, Gen Z now peers into an uncertain future. PEW points out that there are already signs that the oldest Gen Zers have been particularly hard hit in the early weeks and months of the coronavirus crisis.

Members of Gen Z are also more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet. They are also digital natives who have little or no memory of the world as it existed before smartphones. Still, when it comes to their views on key social and policy issues, they look very much like Millennials. Here is a link to the PEW Study if you are interested in learning more. CLICK HERE.

WHAT DID YOU SAY?

In my book Powershift Marketing, I stated, “What you say is more important than where you say it.” That advice came out of my frustration when a client was spending far more time debating media choices than ad creative. The best way to leverage (optimize) your ad budget, is simply to to write a better ad! This is especially true with the cluttered world of Facebook. That is why I found a recent post “The 5-Step Process HubSpot Uses to Optimize Facebook Advertising Costs,” a great 12-minute read. HubSpot is a top rated online marketer and their tips were excellent. The post covers everything from bid strategy, targeting, plus creative. Here are a couple of their creative recommendations that I thought were really good.

Blend Into The News Feed – News feeds are filled with posts from friends and family, especially after Facebook’s latest algorithm update. To avoid screaming “I’m an ad”, include a photo that actually looks natural. Stop using stock photos or super high quality photos. Look natural, look real.

Pique Your Audience’s Curiosity – We are biologically driven to investigate our world, rather than respond to it. And if you can evoke enough curiosity in your audience so they cannot help but satisfy it, they will click on your ad.

Sell A Feeling, Not A Product – Emotions drive our behavior, while logic justifies our actions after the fact. Marketing confirms this theory — humans associate the same personality traits with brands as they do with people. Choosing between two alternatives is like choosing your best friend or significant other. The people we decide to live our lives with make us feel something.

Here’s the full post CLICK HERE.

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