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POWERSHIFT MARKETING THIS WEEK

July 7, 2020

THIS WEEK  – Here are some marketing tips and research thoughts for your post 4th of July week. As always, contact me if you have any questions or topics you would like me to cover.

FINDING A NEW PATH

As I mentioned in my last blog post, there has never been a more important time for customer research. You can’t afford to guess about the future. You need hard data. That’s why we have now launched our syndicated study “Understanding the Consumer in a Covid World.” This survey offers industry specific research: lodging, restaurants, destination marketing organizations, etc. If you have a customer email list, we can provide you with decision making customer data. Email me now to learn more about this super low-cost research.

CAN A VIRTUAL CONFERENCE WORK?

As reported by the New York Times (NYT), many believe that the recent Apple’s Worldwide Developer Conference was a bellwether for the future of online event as the coronavirus pandemic makes physical conferences impossible. NYT reported that most attendees said they missed the serendipitous social interactions of in-person conferences, but many praised the sharp production and easier access of this year’s event, which was streamed free for eligible participants. Making things free helps. With a hefty price tag, $1,599 last year, plus travel costs making it free made the event more accessible to programmers overseas and those with tighter budgets. Some said the format was less hectic and noted that one-on-one sessions were more productive because they were able to reach an Apple employee who could help them work out a specific problem or concern.

IS POSITIONING TRICKY?

Yes. Once you learn what your customers think via research, making sure they know where you stand is called positioning – staking out a unique selling propositions (USPs) that will increase your business and keep you in step with your customers. It is not easy and presidential election speeches over the 4th of July provide a case study on positioning.  Now, with four months to go, no poll can tell you who will win the presidential election. But research can tell you the mood of the voter (customer) at this point of time.

PEW research reveals Americans are deeply unhappy with the state of the nation. As we face a pandemic, an economic recession, and protests about police violence and racial justice, only 12% say they are satisfied with the way things are going. The majority, 71%, think the country is going in the wrong direction. But what direction should we be going?

If you listened to President’s Trump 4th of July speeches, while praising peaceful protestors he believes that people think the country is going in the wrong direction because of “the radical left, the anarchists, the agitators, the looters, and the people who, in many instances, have absolutely no clue what they are doing.” Polls that revealed that 26 million people protested the death of George Floyd (CBS Sunday Morning), his position is that these people our misguided and they want to destroy our history, our cultural icons, our societal privileges, and only Trump has the strengthen to stop these attackers.

On the other hand, the Biden camp, reviewing the same research, decided to position Biden as someone that believes the country is going in the wrong direction because we have not lived up to the promise of our founders. “Our country was founded on an idea: ‘We hold these truths to be self-evident, that all men are created equal.’ We’ve never lived up to it. Jefferson himself didn’t. He held slaves. Women were excluded. But once proposed, it was an idea that couldn’t be restrained. We have a chance to live up to the words that founded this nation.”

What positioning is correct? Only time will tell. But the marketing lesson is clear: you have to listen to your customer, then stake out a position, a brand, and execute a marketing strategy that supports it.

Until next time, stay safe, stay healthy, stay positive.

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