Black Friday. Promotions. Price cuts. Consumer going mad. Volume, volume, volume.
So, kudos to the brands that are calmly confident on their products and value propositions. That know how good their products are and what they promise and deliver to consumers. And that reject crazy price promotions on a single week to make sure they offer the right products and the right prices throughout the whole year.
I am taking to you, Hoopoe Running, Silva and Patagonia.
In a world where people share the (best) moments of their daily lives, marketers need to remember that our most valuable customers are not only the ones who buy our products - but especially the ones who share their moments with our brands to their friends. Always give them an easy, natural, visual opportunity to share your products, purpose, uniqueness, brand - the media you'll earn will be free, but, most of all, will be authentic and trustable.
The 2-doors mindset tool is a great help on managing and mitigating decision-making anxiety, as it helps to contextualize it. For better and faster decisions.
An amazing campaign from Coke, in 2017, in Brazil. I think the video is self-explanatory:
Another post from Andrew Chen. But I really think it is a good one, so...
If we hold true that marketing is the function that has the most to gain from AI, then every CMO needs to have a clear automation strategy at her / his desk board now. This article from HBR is a good first step towards one.
