It’s easy to see why people often use the terms ‘branding’ and ‘marketing’ as if they mean the same thing, because they are interdependent. Both are used to promote a company, product, or service but in different aspects. Here is a quick breakdown of branding vs. marketing.
BRANDING
Branding is a process of creating a unique and recognizable name, image, symbol, or font that represents a business, product, or offering.
Defining a brand’s values or mission is also a crucial aspect of the branding process. Determining the guiding principles and beliefs that the brand stands for helps shape its overall identity and positioning. Establishing the brand’s personality or brand voice is also important. The tone of communication used by a company can for instance be either professional or informal, depending on the desired image and the target audience. The tone should align with the brand’s values and appeal to the intended customer base. In the case of Coca-Cola, the script font and the red and white colors are easily recognizable. These visual elements, along with the brand’s history and reputation, contribute to its strong brand identity making it easily identifiable to consumers.
elements of the branding process
BRAND IDENTITY: The visual and verbal elements that collectively represent the brand. These elements include the logo, tagline, brand colors, typography, imagery, and brand voice.
BRAND POSITIONING: How the brand is positioned in relation to its competitors and in the minds of consumers. This positioning is based on factors such as the brand’s target audience, competitive landscape, and the key attributes and benefits that set the brand apart.
BRAND MESSAGING: The consistent communication of the brand’s values, benefits, and unique selling propositions (USP) to its target audience. It involves crafting messages that effectively convey who the brand is, what it stands for and what it does best. Brand messaging aims to create a compelling and memorable story around the brand, resonating with the target audience and building brand affinity.
BRAND EXPERIENCE: Encompasses all the interactions and touch points that customers have with a brand. Brand experience includes everything from the design and functionality of the product or service to the packaging, customer service, retail environment, and digital experience. The brand experience plays a vital role in shaping the perception and feelings customers have toward a brand. A positive brand experience can create customer loyalty, advocacy, and ultimately drive repeat business.
Marketing
Marketing’s aim is to promote and sell products or services to customers. It’s important to first understand your customer needs and preferences, then identify target markets that are most likely to be interested in your company’s offerings. Marketing strategies can then be developed to effectively reach and engage with those target markets.
elements of the Marketing process
MARKET RESEARCH: Gathering and analyzing data to understanding of customer needs, desires, and what motivates them to make purchasing decisions.
IDENTIFYING TARGET MARKETS: Once a customer’s needs are understood, the next step is to identify target markets. These are specific groups of customers who share similar demographics, characteristics, or behaviors that make them more likely to be interested in the company’s product or service.
MARKETING STRATEGY: Developing a plan to achieve marketing goals, such as increasing the awareness of the brand, increasing sales, or expanding its share of the market though. Strategies are formulated to reach and engage with the identified target markets. This involves determining the most appropriate marketing channels (such as advertising, social media, email marketing, etc.) to use, crafting compelling messages and offers that resonate with the target audience, and selecting suitable promotional tactics.
ADVERTISING AND SELLING: Creating awareness about the offering and reaching the target audience to communicate the brand’s message through advertising, public relations, content marketing, and other promotional methods.
SALES AND DISTRIBUTION: Marketing also involves ensuring the products or services are delivered to customers efficiently and effectively. It also includes managing distribution channels, supply chains, and customer service processes to ensure customer satisfaction and repeat business.
In essence, the difference between branding vs. marketing is simple. Branding sets the foundation for marketing efforts by defining the brand’s identity. Marketing implements strategies to reach and engage with customers. Effective marketing relies on a strong brand identity and consistent messaging that resonates with the target audience.
At this point in history, we’re all very much aware of how culture can change at the speed of the Internet. And as long as you’re a public-facing entity, you’re fair game for scrutiny. Often, this scrutiny results in a person, brand, or organization getting “canceled.” (Sure, I could’ve spelled it “cancelled,” but I find the second “l” superfluous.) Cancel culture is as pervasive today as “Rickrolling” was in 2008. If one has Internet access, one has the power to “cancel.” In fact, in 2019, while speaking at the Obama Foundation Summit, former president Barack Obama had some thoughts on the issue:
“The cancel culture is predicated on this idea of purity; the illusion that you’ve never compromised and you’re always politically ‘woke’ and all that stuff.”
He continued, “You should get over that quickly. The world is messy, there are ambiguities. People who do really good stuff have flaws. People who you are fighting may love their kids and share certain things with you.”
Every single person—living or dead—has made a mistake. Probably many. To err is human, after all. However, when it comes to brands and organizations, people expect perfect execution. So before we dive into the concept of cancel culture in advertising and marketing, let’s begin with a working definition so we’re all on the same page.
DEFINITION OF “CANCEL CULTURE”
It began with “call-out culture.” Those were the good ‘ol days when public humiliation was the worst-case scenario. This cultural phenomena usually entailed an individual or group “calling out” another individual or group—typically on social media—for problematic actions or statements.
Although similar to call-out culture, “cancel culture” takes the intensity up a few notches. Typically, the scenario plays out with a well-known figure publicly sharing a questionable, unpopular, or insensitive opinion, the public taking notice and reacting, and then the figure being subsequently “canceled”—boycotted—by her/his/their followers, supporters, sponsors, and the general public.
While call-out culture may include general outrage against a perceived offender, cancel culture may cause said offender to lose her/his/their livelihood. Cancelers often seek to financially harm the accused. This typically manifests as a demand for some form of punishment: the accused loses a job/position, power, influence, career opportunities, and endorsements. Cancel culture impacts entities such as comedians, actors, musicians, companies and brands, and even artistic expressions like songs and film.
According to Forbes, cancel culture, in short, refers to the practice of withdrawing support for a person or company—often on social media—based on their views or actions.
THE CULTURAL IMPACT OF THE INTERNET
When the world shut down for a year-and-a-half due to the COVID-19 pandemic, most people became more active online. Humans are tribal creatures, so it’s only natural to look for community wherever it’s accessible. Social isolation, therefore, facilitated more online interaction. During this time, and on the heels of the #MeToo movement, the Black Lives Matter movement sparked a renewed wave of social activism. With so much of life restricted by COVID protocol, people were hungry to make meaningful change and be a part of something larger than themselves. People were ready to talk, and listen, and talk some more.
But people have always talked. People withdrawing support from individuals, groups, or organizations once discovering they said or did something contradictory to the “values” they claim has always happened. However, what was once restricted to comment cards and letters to the editor is now Facebook updates, tweets, Instagram posts, Yelp reviews, TikTok videos, and YouTube comments. Social media has turned disagreements into calls-to-action: if someone with a social media account (70 percent of the U.S. population) discovers that a public entity said or did something that doesn’t sit right with her/him/them, they often urge other members of their communities to “cancel” the offending entity.
We no longer live in a world where we can’t pay attention—particularly post-lockdown. We’ve spent a lot of time online in the past couple of years, so it’s only natural that we’re more keen to the words and actions of businesses, their executives, and the people with whom they associate.
The explosion and proliferation of social media has given power to the masses to share their opinions about brands—and sway others’ opinions in the process—but 73% of those surveyed said they’re less likely to cancel a purpose-driven brand.
THE ROLE OF CANCEL CULTURE IN ADVERTISING & MARKETING
Historically speaking, brands have stayed out of politics. They believed that if they became politically involved—particularly with regard to a divisive issue—they could potentially alienate a large chunk of their customer base. But the times, they are a-changin’.
Brands in today’s marketplace can no longer afford to remain neutral about the issues plaguing modern consumers. Because neutral is perceived as complicit—and complicit is a death sentence. In today’s increasingly polarized political and social climate, not taking a side or a stand can be a bigger risk than alienating certain members of your customer base. If modern brands don’t adhere to their promises and “walk the walk” with regard to their mission or vision statements, consumers possess the knowledge, determination, and platforms to share this information with anyone who will listen (er, read).
“Owning and managing a brand in the age of social media is a chaotic and fast-paced responsibility.”
The majority of people on social media live a carefully curated online existence. Millennials and Gen-Z spend a higher proportion of time online than their older peers, so it has become commonplace for these generations to meticulously select every detail of their outward-facing social “personas”—it also means that many of them indulge in virtue signalling, and encourage a *very specific* strain of “wokeness” among friends, followers, and even business or brand accounts. However, the idea of being “woke” means different things to different people, so it’s essentially guaranteed that mistakes will be made. Businesses and brands are comprised of humans, and humans are fallible. Further, businesses and brands are being held to—let’s get real—often “performative” standards that no amount of awareness or eggshell-walking can help them live up to. They can’t be all things to all people.
According to a 2021 Porter Novelli study, no brand is excluded from cancel culture, even those with loyal fans. Among those surveyed:
66% of people say even if they love a company’s products or services, they will still “cancel” a company if it does something wrong or offensive.
CONSUMER REACTION MIGHT SURPRISE YOU
In a 2018 study, Global communications firm, Edelman, found that two-thirds of consumers worldwide now buy based on beliefs.
However, the same study found that 56% of consumers believe too many brands “use societal issues as a marketing ploy to sell more of their product.” Cancel culture is not always directed at outwardly irresponsible brands, but also toward brands perceived to be “overplaying their social and environmental credentials.”
Swedish vegan milk brand Oatly, for example, has always been a favorite of eco-friendly consumers (and this writer) for their sustainable practices. However, in September 2020, fans of the brand began boycotting the company after learning via a Twitter thread that it sold $200 million shares to a consortium that includes Blackstone, an investment firm that has been accused of contributing to deforestation in the Amazon.
HOW TO NAVIGATE YOUR BRAND THROUGH CANCEL CULTURE
As the old adage goes, “reputation is everything,” and no one feels this more than brands trying to manage, sustain, and continuously engage their consumer base under the increasingly vigilant eye of social media and the 24-hour news cycle.
So if you’ve come here for cut-and-dry answers, you’ve come to the wrong place. Because there are noclearanswers to this modern dilemma. It’s easy to say, “Just do the right thing!” But at this point in history, what seems like the “right thing” externally may have negative or unethical implications behind the scenes. There’s no surefire way to protect businesses and brands from getting “canceled”—especially if said business or brand employs many people; each with her/his/their own musings and belief systems. It’s just not sustainable (or pleasant) for one’s higher-ups to micromanage on this type of person-to-person level.
CONTROL WHAT YOU CAN
As individuals, we only have the power to control our own thoughts, actions, and reactions to others. So that’s what we must focus on. As passive as this may seem, we just have to have a little faith in our fellow humans to make good decisions. If I can’t remember what I ate for dinner two nights ago, I certainly can’t remember something I may have said in passing 10 years ago. And sure, social media makes it much easier to keep “receipts,” but isn’t part of being a “progressive” society realizing that mistakes happen, and practicing a little forgiveness? Societal mores change. Hell, I was only able to legally marry my wife six years ago. Let that sink in. That’s only half as long as “The Big Bang Theory” was on the air. That’s only a “four lost teeth” amount of time for an average child. That’s one digit more than being able to count the years on one hand. And let’s not forget that prominent “liberal” figures were not always so supportive of LGBTQ+ rights. But we grow, and adapt, and evolve—and part of that is admitting when we were wrong and making amends.
REALIZE THAT NOT ALL CANCELLATIONS ARE CREATED EQUAL
In Kevin Hart’s case, he tweeted some unsavory things about the LGBTQ+ community in 2009 and 2011. Let’s remember a few things:
Kevin Hart is a comic; he jokes for a living
He apologized for what he wrote nearly a decade prior
See my previous point about gay marriage only becoming legalized in 2015
In Harvey Weinstein’s case, he used his power and influence to sexually harass and assault young women for 20+ years. He did severe psychological (and potentially physical) damage to countless impressionable women who were desperate to get a foot in Hollywood’s door.
The severity of these offenses is verydifferent. I know a certain Jewish carpenter who *may* disagree, but in the case of cancel culture, not all sins are the same.
Then there’s the backlash from those perpetuating that the “cancel culture” narrative is for the weak. These types of people condemn Hasbro for demonstrating inclusivity by dropping the “Mr.” in their “Potato Head” toy. Many of these same people are up-in-arms about Dr. Seuss’s estate removing six books with racially insensitive content from his collection. Ironically, the Venn diagram for the “cancel culture is for weak” people and the “I’m going to boycott Nike or the NFL because one of its players put his entire career on the line to stand up for what’s right” people is essentially a perfect circle.
DETERMINE A SET OF VALUES AND STICK BY THEM
Sure, it would be lovely if everyone was thoughtful, and true equality existed, and TSA didn’t pat me down nearly every time I go through security because they enter my gender as male in the x-ray machine and my bra’s metal clasp sets off an alarm, but it’s just not in the cards for us. Until we expand our circles to include people, and opinions, that differ from our own, cancellations will continue. Because once we can empathize with, and understand, those who look/act/talk/believe differently than we do, we will be less likely to say or do something that may hurt them in the first place.
Then again, if your brand is based on these very differences (e.g., “male” vs. “female” products), you may need to fully lean in. However, you can have pride in who you are and how you identify without purposely offending anyone. With the exception of those restaurants where the serving staff is mean to you “for fun,” I can’t think of a single successful brand that has a mission to hurt or offend people.
So stand up for what you believe in, support your brand’s mission, but do so knowing that there’s absolutely no way to make everyone happy all the time. And that’s okay.
BE PROACTIVE
Being proactive goes beyond having a disaster plan. Yes, businesses and brands should have a plan to best respond to backlash if it were to occur: rather than feverishly deleting offensive social media posts, make sure management is prepared to speak to, and most likely apologize for, whatever incident may have occurred. However, holding a press conference or releasing a well-prepared statement is more “reactive” than “proactive.”
Instead, consider the following:
Ensure diverse hiring practices in every sense of the word: race, religion, gender identity, body type, etc. If you really want your product or service to speak to the masses, you have to have a sense of what the “masses” look/feel/sound/act like. And although you surely have a “target audience,” you’re not just “selling” to a homogeneous group.
Forge quality partnerships: by aligning your brand with others that have similar values, you’re making a public statement that you’re committed to the cause (even if that cause is celebrating the androgyny of an anthropomorphized potato).
Lead with your actions: they really do speak louder than words. Build great products, offer stellar services, “walk the walk”—that way, even if you happen to make a social mistake, your intentions and the quality of your brand will win out in the end.
Don’t confuse compliance with leadership: bowing to your accusers is not the same as taking a stand. Performative activism is notreal activism.
As former president Obama stated, “The world is messy, there are ambiguities. People who do really good stuff have flaws.” And who are any of us to believe that we’re not flawed (the pathologically delusional, I suppose). Businesses and brands are made up of humans, and humans are inherently faulty—we can’t get away from it. But what we can do is try our best.
If companies commit to this—trying to create the best products and services possible, trying to hire the best people, trying to communicate openly and empathetically—that’s all consumers could ask for. When a company has a transparent culture, everyone benefits—just ask Patagonia, Warby Parker, or Zappos. In the case of “cancel culture,” transparency could simply mean admitting fault, or apologizing when wrong, or even going the opposite direction and taking a firmer stance on specific hot-button issues, but explaining the reasoning behind the position. Because at the end of the day—no matter the issue—all people want is to be seen, heard, and understood.
Recently, we were lucky enough to pick the brain of entrepreneurial coach and bad@$$ business mom, Kate Reuter. Kate’s expertise is in Facebook ads, but she has several marketing skills in her—what I can only imagine is—very stylish clutch.
Since we’re currently living in the time of Teams meetings, Zoom events and anti-physicality, we thought it would be most responsible to interview Kate digitally. So grab a comfy spot on your couch, pop off that mask, grab a glass of *much-deserved* wine and check out our interview with Kate below.
Media Garage Group (MGG): SCENARIO: A fledgling entrepreneur books a consultation with you. He comes to you with only a good idea for a small business: a “brick and mortar” retail store (he has no current interest in expanding). He has done a ton of research to begin writing his business plan, but hasn’t even considered the marketing component of the plan yet (not even branding!). What are the first three things you tell him to do?
Kate Reuter (KR): The first question I would ask him is to outline everything he knows about his ideal customer. I would have him go through exercises to get inside their brain and uncover what their greatest challenges, pain points, and desires are.
Then, I would have him map out what he wants their customer journey to be.
Where will they first hear about his store?
How will they interact as they become more familiar with his store and his offerings?
How does he envision nurturing the relationship, creating trust, and eventually inviting them into the store?
What will their shopping and buying habits be like and how can he set the stage for an experience that will satisfy their expectations?
Last, I like to use both qualitative and quantitative data to monitor progress, so I would have him consider what key performance indicators (KPIs) he will measure in order to track his performance.
What data around their interaction with the store and its online channels would he like to assess?
What does he envision would help him obtain a complete picture of the customer experience with the store, so that he can work to improve it, as well as cultivate loyalty and repeat business?
MGG: I used a man in the above example because I know your business caters predominantly to women; moms, specifically. Have you experienced anything you’ve considered a missed opportunity because of this? Or does the niche target audience lend itself to more qualified leads?
KR: Great question! I have pivoted my business and my ideal client many times over the last 20 years, so I have worked with so many different kinds. I still have clients who are not moms today!
I tend to attract clients now who are similar to myself—those who are also moms and who may be struggling to balance it all while trying to grow a business. Being a single mom myself, as well as a cancer survivor, I tend to attract those who are passionate about their life, who value well-being, and those who want to build a business they can be proud of without driving themselves into the ground or sacrificing their ability to show up for their family. I also have an undergrad degree in Marketing and am part of the Master’s Program at USF, so I tend to attract other well-educated moms who came from corporate in the past, and who are ready to build something of their own, rather than be tied to a 9-to-5.
That being said, I don’t typically turn away an opportunity to work with someone outside of my niche if they are committed to being successful, passionate about serving others, and willing to do the work.
However, a key component of marketing and something that I teach my clients is the Power of One, and part of that strategy is focusing on just one type of client.
When we narrow our focus to just one type of ideal client, it is much easier to get inside their head, understand them, and then show up and speak to them consistently! It makes the process of developing the right messaging, creating valuable content, and drafting copy that converts that much more streamlined.
MGG: If you had to choose only one, what is the most important component of a successful Facebook ad?
KR: It’s challenging to extract just one, since each variable of the campaign plays an important role to its success. It’s like asking which ingredient is the most important when you are baking! You need all of them to work together. Missing out on one ingredient can make it go terribly wrong! But, I can narrow it down to the top three:
Objective: What you tell Facebook your purpose of the ad is
Targeting: Who you want to see it
Copy: What you want to say to them
Each of these components should be considered from the perspective of your client. What do they need to hear, see, and know from you though this ad; and what, specifically, do you want them to do as a result? Do all of those pieces make sense when you put them together?
MGG: What’s the most common (or one of the most common) question entrepreneurs ask you? What’s your answer to it?
KR: What’s the best way to __________________? (insert anything)
As humans, we want to know the “how” and we want someone to tell us how to do it, and how to do it right the first time so we don’t fail.
I’ve been a marketing consultant for a long time where I only gave the answers. Now I’m a coach and a strategist. So I coach on marketing strategy and on mindset. What I realized through two decades of doing this work is that we are not all building the same exact puzzle. And there are a few different ways to go about building a puzzle, period.
Even with all of the “right answers,” you can still fail in business if you are not equipping yourself with the mentality you need to persevere.
For many, that requires a coach who has gone through it themselves.
Those who are most successful are my clients who don’t just take my advice, but understand why, and they know how to replicate their success over and over again—with their own wisdom. I am their guide and I offer them support through powerful decision-making so they can implement strategies that they can sustain for the long-term.
Once you have these powerful tools as part of your arsenal, you will come to understand that you can figure out anything and have the confidence to go after it. And you will keep going until you have it. You will simply find a way. And that is the most powerful position to be in as an entrepreneur.
MGG: In the free mini-session description on your site, you say that you’ll help clients “uncover what is getting in the way” of their success, presumably. What do you find to be some of the most common culprits of blocking entrepreneurial success?
KR:
Belief in themselves or their work
Thinking there is only one right way to be successful
Uncertainty around why they want this success for themselves
Thinking that they will feel better once they get “there” and not appreciating the journey
The tools I have access to help us overcome all of these obstacles.
MGG: Can you give us three tips or tricks for “killing it” at an in-person small business networking event? What about for a digital (i.e., Zoom, Teams, etc.) networking event?
KR: I’m an introvert, so I’ve done a lot of personal work in this area, since it was a challenge for me in the beginning of my career! I love helping my clients through this process of developing confidence when networking and how to stand out from the crowd. I go more in depth on this podcast episode, but here are the top tips that apply to anyone:
Go with an intention to serve, not sell.
Get curious and ask open-ended questions.
Allow yourself to be vulnerable and find deeper connections.
If there was just one thing I would advise those who fear networking, it is to do some work prior to the event to prepare. I suggest journaling about who you want to show up as at the event. Visualize success for yourself and practice beforehand what that looks and sounds like (be specific).
MGG: Have you ever had to “fire” a client? If so, how did you go about doing so? Under what circumstances would you fire a client?
KR: Yes, I have one instance of this, where I walked away from the client relationship on the basis of disrespectful language and treatment of myself and others. I learned so much from that experience and the importance of setting boundaries in client relationships, as well. There is no mistreatment that is worth the money. There are not a lot of other circumstances I can think of that would warrant me firing another client, and I haven’t experienced anything close to that type of interaction since.
MGG: Who are some of your favorite marketing (or Creative, in general) heroes? And/or who are some of your favorite marketing/Creative social media accounts to follow?
KR: I am a firm believer that all of the knowledge we seek and the experience we have comes together to form the combination of traits and skill sets that allows each of us to deliver one-of-a-kind value to the world. And there have been so many authors, mentors, and influencers who have brought something interesting and unique to my work.
One of the most recent books I recommend is “Atomic Habits” by James Clear. I am currently listening to “Think Like a Monk” by Jay Shetty on Audible.
MGG: What are a couple outdated/passé “marketing rules” or trends that you still see being practiced in the local and/or national marketplace?
KR: I am not a fan of the word “formula.” There is no one right way. And this seems to go hand in hand with messaging that just feels less authentic.
Authenticity in marketing is very important to me and something I coach my clients through.
I also see many making mistakes with ads, thinking that they need to put all of the messaging and all of the calls-to-action in one ad. This gives a user too many decisions to make and therefore they do nothing.
MGG: SCENARIO: You’re at a networking event and there’s someone in attendance who you don’t know, but who you really want to meet and talk to. What’s the best way to go about this without being creepy?
KR: First, working on my objective in the first place and ensuring I like my reason for being there. Thoughts like “I have value to offer” or “I want to connect with this person” or “I want to help others” set the stage for an authentic conversation.
I also love the power of questions in this type of scenario. So, I could make small talk, but more often, I will ask a question. I prefer open-ended questions like, “What brought you to this event today?” and “Could you tell me more about the work you do and why you do it?”
These are the types of interactions people remember because you showed a genuine interest in them. The key is to remember to LISTEN WELL.
MGG: What are three of your favorite desktop or mobile apps that aren’t *necessarily* for marketing, but have improved your digital marketing practices (e.g., a photo-editing app like VSCO, etc.)?
KR: Yes, photo editors for sure Adobe Spark and VSCO are great, but mainly for me, Canva. It has been foundational to my content, especially in my private Facebook group.
MGG: What is the book you gift most frequently? If not a book, what is one of your favorite “thank you” gifts to send?
KR: I’ve given gifts and other giveaways with various journals and calendars, but also the Rocketbook.
MGG: I love that your podcast is short, bite-sized chunks of information for entrepreneurs rather than the hours-long formats that many other entrepreneurs publish (some of them are great). Business-related or not, what are a few podcasts that are in your queue?
MGG: Okay, last question.What are your top 3 (or 3 that you like/believe in) holiday marketing and/or networking tips for small businesses?
KR:
Plan ahead. Thoughtful promotion takes time, and we don’t want to sacrifice authenticity just to meet a goal. Give yourself time to plan and market special events or promotions. Depending on your industry and its offerings, allow 30-60 days to promote those important events and launches.
Join the conversation. If you are connected to your audience and their needs, you will also understand that you need to meet them where they are. Gain some insight into what their challenges are during this time, and ensure that what you offer is relevant and timely.
Get creative and show your personality! The holidays are a great time to showcase your personality or that of your brand, so have fun with it if that is your style! If you are honest with your perspective and delivery, you will attract those who love you and repel those who don’t. Either way, you will be showing up authentically and remain focused on connecting with clients who are the best fit.
We’re currently living in a time when the Centers for Disease Control and Prevention (CDC) has a page on its website that includes the following passage: “The coronavirus disease 2019 (COVID-19) pandemic may be stressful for people. Fear and anxiety about a new disease and what could happen can be overwhelming and cause strong emotions in adults and children. Public health actions, such as social distancing, can make people feel isolated and lonely and can increase stress and anxiety. However, these actions are necessary to reduce the spread of COVID-19.”
What a time to be alive, huh?
The good news is, as you’ve heard from every advertising agency, “we’re in this together.” We’re just not all experiencing it in the same way. We have to learn to be okay with this, which is difficult, but not impossible. It’s easy to slip into a division mindset; we’re pack animals. In times of crisis, we look to our “own” to protect us. But now is the time to really put the human in humanity, and prove (to yourself) what you’re made of. This all begins with simple, realistic changes.
Take a look at our 7 small steps that create big results and (hopefully) a better end to 2020.
1. MANAGE YOUR MEDIA CONSUMPTION
The irony is not lost on me that this is being presented to you in the form of digital media, but here we are.
Media consumption in the time of COVID is off-the-charts. According to a March 2019 vs. March 2020 study by Nielsen, the U.S. spends 215% more time this year accessing current events and news on mobile devices. Of course, we all want to stay informed, but at what point does the desire to gather relevant information turn into to full-on obsession; or addiction, even?
In an interview with CNBC, Joshua Morganstein, Chair of the American Psychiatric Association’s Committee on Psychiatric Dimensions of Disasters, explains that in times of distress and uncertainty, “the tendency is to really almost drown in [the news].” It’s not about cutting ourselves off from information, but about the ability to “dial down our exposure to media content,” Morganstein says. This is especially true for social media, which is often biased, can be vague or sensationalized, or just plain incorrect.
Even if we simply keep our phones out of the bathroom (we all do it), we’ll cut down on consumption minutes that lead to hours that lead to days of media freedom. Because research has shown that in times of disaster or terrorist events (times of uncertainty, essentially), “as people’s media exposure increases, so does their distress.” Simply put: prolonged daily media consumption is making us anxious af. The good news is, we can do something about it.
2. SET YOURSELF UP TO SLEEP BETTER
Sleep isn’t something that comes easily to many of us—especially during a GLOBAL PANDEMIC. However, there are things you can do to optimize your sleep success. According to the CDC, the following are tips for better sleep (along with some of our own supplemental info):
Be consistent with your sleep schedule. Go to bed at the same time each night, and wake up at the same time each morning.
Remove electronic devices—i.e. TVs, laptops, phones, etc.—from the bedroom.
Make sure your bedroom is quiet, dark, relaxing and at a comfortable temperature. DID YOU KNOW: The optimal sleeping temperature is around 65 degrees (F).
Avoid large meals, caffeine and alcohol prior to bedtime. Experts say two to three hours is a good buffer.
Get some exercise during the day. It will help you fall asleep more easily at night.
Psychologist and founder of the Health Psychology Clinic, Joanna Konstantopoulou, says, “It’s not just the 40-hour marathons without sleep which can be detrimental to your psychological health, but simply losing an hour or two on a regular basis can have a significant impact on your mind and well-being.” Further, poor sleep has been linked to obesity, heart disease and diabetes. It also shortens your life expectancy.
Try going to bed ten minutes earlier than usual each night for a week. The following week, add another 10, and so on until you reach your optimal sleep schedule. This small step can mean huge positive changes—like improved memory, reduction in anxiety and transportation of toxins out of the brain—in the long-run. Simple, realistic changes are key.
3. GO OUTSIDE for 10 minutes
Have you ever heard of “earthing” or “grounding”? If not, here’s a hoity-toity article from the Journal of Environmental and Public Health explaining its benefits. For the “TL;DR” crowd, the main takeaways are: 1) the Earth is covered with electrons; 2) modern life has separated humans from these electrons with concrete and cubicles; 3) research suggests that this separation may be a major contributor to 21st century ills; and 4) reconnecting directly with the Earth’s surface (and its electrons) has produced measurable benefits—particularly with regard to sleep and reduced pain. So if you’re able to do so, take your shoes off and get in the grass for a little while each day.
If that seems far-fetched for your lifestyle (which is completely understandable), you can probably go outside for at least 10 minutes each day (it doesn’t even have to be consecutive!). As a general trend, most of us are Vitamin D deficient. Getting only 10 minutes of sun exposure each day provides us with our daily dose! Don’t forget the SPF.
Exposure to natural light can also elevate your mood, improve your concentration and help you to heal from surgery or injury faster. Additionally, fresh air can help clear your lungs, give you more energy, lower blood pressure and improve digestion. So whether it’s a full-on barefoot walk in the woods (one of my favorite hobbies) or an al fresco coffee break, try to get outside when and where you can!
4. BE NICER TO YOURSELF
Negative self-talk is so2000-and-late. Think about the way you speak to yourself when you’re unhappy. Now imagine someone saying those things to your best friend. Is ‘someone’ getting punched in the face in your mind? Probably. Now punch yourself in the face—with love.
For the most part, you create your own future. Thoughts do become things. Everything begins in the mind, so once you learn to better control your thoughts, you can better control the environment around you. Or, at the very least, learn what you’re able to control (more on that later in the post). Giving yourself the same grace and forgiveness that you’d give a colleague, friend or loved one is paramount.
Don’t know where to start? Roseann Capanna-Hodge, pediatric mental health expert and psychologist, suggests adjusting your everyday vocabulary—both your internal and external dialogue. “Instead of always focusing on the negative, flip your dialogue to only positive outcomes. For example, instead of saying ‘If I get that job,’ switch it to ‘When I get that job.’ Those subtle changes in using positive language helps to change your mindset.” You can train your mind to transmute feelings of lack to those of abundance.
One small way to increase the flow of positive mental vibes is to repeat a personal mantra when you hit points of stress. The best way to do this is to make it something simple to remember that reminds you of the important things in your life. Examples include:
Everything is temporary.
This too shall pass.
I am stronger than I think I am.
This is a learning experience.
I am evolving.
I am resilient.
I am not alone.
Make it your own and take your power back. It sends a clear message (if only to yourself) that you can’t be taken down so easily. Once you’ve internalized this idea, things that once stressed you out will now be put in their place.
5. DRINK 1 MORE GLASS OF WAtER
Chances are high that you’re not drinking enough water. Because barely any of us are. And of course you know that all humans need water to survive—we can only go three or four days without it. (For perspective, we can go about three weeks without food.) Drinking more water is probably one of the easiest, yet most beneficial, habits you can form. But “more water” means different things to different people.
Start small. Replace just one of your daily beverages with water. Maybe it’s your morning juice, or afternoon tea, or third cup of coffee. If you’re mindful about what you’re putting into your body, you’ll be able to make this an intentional choice.
Trigger yourself by leaving a big glass out on the counter or table. Or do what I do, and get a big travel mug with a lid. At night, I fill it up with a lot of ice and a bit of water, and in the morning it’s waiting for me: a nice, cool cup of water. Flush the toxins, kickstart your system, wake yourself up.
No longer just a buzzword, people are starting to grasp what it really means to be “mindful.” When people speak of “mindfulness,” it’s often in the form of meditation, but it can also be practiced in other ways, such as breathing, walking or eating.
Practicing mindfulness can be as easy as paying specific attention to the feeling of the water hitting your skin in the shower, or attentively listening to the birds chirping outside your window. It’s simply immersing yourself in the present moment and attuning to your surroundings. Meditation is a powerful way to ritualize mindfulness. You can ease into it by just sitting in silence for a few minutes each day. You don’t have to sit in any specific way; you don’t have to close your eyes; you don’t have to do anything. Just sit in silence for a few minutes.
Cognitive psychologist, Sarah C. McEwen, says, “A mindfulness meditation practice will have a tremendous positive effect long-term.” Practicing meditation regularly can improve your health: “it lowers the negative effects of not only high cortisol, but also high cholesterol and high blood pressure,” McEwen explains. Other benefits include mental clarity and focus, improvement of memory, and overall higher level of mental performance.
The concept of meditation may be intimidating or too “woo woo” for some people. However, once you start doing it, you’ll realize it’s neither of those things. Check out these free resources and apps and try five minutes.
7. CONTROL WHAT YOU CAN
From health opinions, to political leadership, to financial safety, to education plans—nothing is certain right now. Humans need safety and consistency to thrive, so when we’re not experiencing those things, we look to control other aspects of our lives. This can often lead to unhealthy habits and self-medication. There’s a reason the Serenity Prayer is used in many recovery programs. Now is a time to remind ourselves that the only thing we can control is ourselves.
In an article on Inc.com, Mareo McCracken, Revenue Leader for Movemedical, writes, “Success and joy come from focusing on what you can control. Whenever you focus on situations or people outside of your control, you lose even more control, you enter a state of deception and despair.” We can’t control a global pandemic. We can control what we think and how we react to it. Here are a couple healthy ways to cope with external stressors:
MOVE YOUR BODY DAILY
Perhaps this means taking the stairs instead of the elevator, or parking further away from your location to get a few more steps in. Perhaps this means going to the gym or a weekly fitness class. Perhaps this means chasing your toddler around the house. Whatever it means for you, make movement fit into your life wherever you can.
MAKE GRATITUDE LISTS
If you’re like me and have an insatiable thirst for knowledge with regard to self-improvement and personal development, you’ve probably seen this advice from your favorite person of interest: Gratitude changes your frequency. Or, in less esoteric terms, gratitude literally changes the neural structures in your brain, making us feel happier and more content.
With this in mind, many of these same thought leaders suggest creating daily lists to attune to the frequency of gratitude. This can be as simple as writing down three things you’re grateful for each day: spending time with your partner, eating a delicious meal, getting a great night’s sleep, etc. You can keep a gratitude notebook, or type it in your favorite notes app. There are even specific apps for this very purpose; my favorite is the Five Minute Journal.
It’s important to be able to distinguish between what is within and without of our control. These days, it seems as if we’re in collective fight or flight mode at any given moment. This is unhealthy for our minds and bodies, so we must decide how we’re going to tame these gnarly beasts. We do this by controlling only what we’re able to, and doing our very best to let go of the rest.
However, you currently have the means to afford a device that allows you to read this article. Or you have a friend or loved one who has allowed you to use their device. You have your eyesight or assistive technology to allow you to take in this information. You have the air in your lungs and the clothes on your back.
We always have something to be grateful for, and once we change our perception of the world around us—once we change our mindset—we change the physical structure of our bodies and brains. We accomplish this through simple, realistic changes over time.
Begin anywhere, try your best, and we’ll make it a better end to 2020.
[vc_row][vc_column][vc_column_text]It’s no surprise that 2020 is predicted to smash all political spending records. In a seemingly divided nation, candidates in every state are doing their very best to convince you to give them your vote. We’re inundated with campaign messages at every turn: on the radio, on TV and online. And logically so—record-breaking fundraising and lack of face-to-face campaigning due to Covid-19 have driven up other areas of political budgets (i.e., digital video). Politico recently released a 2020 Political Spending Projections report in which they increased their initial $6 billion 2020 political spending estimate by 12% to $6.7 billion.
Regardless of product—or, in this case, office—there are certain characteristics that make for a good campaign. From student council to congress, we’ll share our top tips for creating a cohesive political marketing campaign.
But first—some facts![/vc_column_text][vc_separator][vc_single_image source=”external_link” alignment=”center” custom_src=”https://media.giphy.com/media/zagB8wzgm4Ce4/giphy.gif” caption=”Ah yes, facts.”][vc_column_text]
TRADITIONAL ADVERTISING
[/vc_column_text][vc_column_text]Top-line projections by Advertising Analytics, along with Cross Screen Media, indicate that in 2020, political spending in traditional media will more than double political spending in digital media—particularly in broadcast TV. According to data from May of this year, $1.8 billion has been spent on digital video, while $4.9 billion has been spent on traditional media (broadcast television, cable and radio).[/vc_column_text][vc_single_image image=”25797″ img_size=”full” add_caption=”yes” alignment=”center”][vc_column_text]
LOCAL
[/vc_column_text][vc_column_text]Accounting firm,Miller Kaplan, has provided an audited political spending report for the Tampa area. The report’s auditors estimate that in 2020, $78 million in political advertising will be spent on broadcast TV alone. This election year’s political ad spending will be driven almost exclusively by Donald Trump, Joe Biden, and PACs (political action committees). Most of the budget will be spent between September 1 and November 3.
Comparison chart for the three previous political cycles:[/vc_column_text][vc_single_image image=”25786″ img_size=”full”][vc_column_text]Politico and its research partners expect that 14 markets will exceed $100 million in revenue this year. Further, North Carolina and Florida will have two markets exceeding $100 million in revenue.[/vc_column_text][vc_single_image source=”external_link” alignment=”center” custom_src=”https://media.giphy.com/media/TgyBD94kRdcIUabkgD/giphy.gif” caption=”— Floridians to candidates”][vc_separator][vc_column_text]
DIGITAL ADVERTISING
[/vc_column_text][vc_column_text]Although traditional advertising is, and will continue, leading the way in 2020 total political spending, candidates’ digital media budgets are nothing to scoff at.
Here are a few figures to put this year’s digital political spending in perspective:
$400 million (67%) has been spent in direct response vs. $145 million in “persuasion” ads
The Trump Campaign has spent $48 million on direct response ads (94% of their total spending)
The Biden Campaign has spent $16 million on direct response ads (86% of their total spending)
The Presidential General projection has increased from $1.8 billion to $2.2 billion, partially due to record-breaking fundraising
Senate projections have increased 19% to $1 billion as of May 5, 2020; $196 million has been reserved by Senate advertisers for the fall
Persuasion ads more closely resemble TV trends: more than 75% of spending generally happens in the 10 weeks leading up to election day
[/vc_column_text][vc_column_text]Here’s the thing, voters and consumers still trust TV. When it comes to social media and “the computer,” as many of our parents and grandparents refer to the Internet, two words are usually top of mind: FAKE NEWS. There’s also the issue of privacy—many of these people are still torn up about losing their life savings to a Nigerian Prince in the late 90s.
Jokes aside (for now), the dissemination of less-than-factual information and the invasion of personal privacy are real hazards in the digital space. Marc Pritchard, chief brand officer of Procter & Gamble, addressed this issue at the 2019 Association of National Advertisers’ (ANA) Conference:[/vc_column_text][gem_quote]Digital media continues to grow exponentially, and with it, a dark side persists. Waste continues to exist from lack of transparency and fraud. Privacy breaches and consumer data misuse keep occurring. Unacceptable content continues to be available and is still being viewed alongside our brands.[/gem_quote][vc_column_text]Like “the computer,” trust in a candidate is never a guarantee. By taking strategic steps toward authenticating oneself through deciphering several CAPTCHAs the proper channels, a candidate can effectively—and safely—reach the right voters.[/vc_column_text][vc_separator][vc_column_text]
OUR TOP 3 POLITICAL MARKETING CAMPAIGN TIPS
[/vc_column_text][vc_column_text]Remember, not all advertising campaigns are created equally. Best practices for a political marketing campaign look much different than for that of, say, an “athleisure wear” campaign. The political arena is a one-of-a-kind “business vertical” that comes with its own unique challenges. If you want your campaign to have any chance at all, you have to put in the work. And it’s a lot of work.
We’re here to help, even if it’s only to provide you with this information. You can also check out our blog post, 3 Brand Audit Basics for Small Businesses. Because, when you’re in politics, it’s your job to sell yourself and your ideas.
Discover our top 3 political marketing campaign tips:[/vc_column_text][vc_column_text]
DO YOUR RESEARCH
[/vc_column_text][vc_column_text]There’s little to nothing a brand can do that’s worse than not knowing its audience. (Remember the Kendall Jenner Pepsi commercial? Seems oddly prophetic now.) The same goes for any political candidate. Research is the backbone of any good campaign strategy.
And this doesn’t just mean researching likely or “sway-able” voters—demographic and socioeconomic information; ways in which they spend money; their direct influence over others in their circle; the list can go as deep as researchers have the time and budget for. And right now, most of us have a lot of time on our hands. Including those in and/or running for office.
This also means researching your competitors in relation to your brand. What are your strengths (potentially their weaknesses)? What are your weaknesses (potentially their strengths)? Where are your opportunities for growth within your competitor’s “market” (among their voters)? Who or what are your main threats? Answers to these questions form a SWOT analysis—a tried and true tool used by research and business professionals across specialties to gain high-level insight.
Research can be grueling, but as with almost anything in life, preparation is key. Considering running for public office? Check out this great resource from SpeakEasy Political to get you started.[/vc_column_text][vc_column_text]
Create consistent, well-designed campaign assets: campaign logo, website, brochure/pamphlet, etc.
Create unique content that conveys your overall message
Engage your audience at several points of contact: social media, email, etc.
Every business card, every button, every billboard has to tell your story in a matter of moments. Who are you? What do you stand for? Can I trust you? You often have to convey these messages merely through color palette, font & typeface choices and headshots. Do you know what this means? You need to hire a professional to create brand guidelines for your campaign. You also need to get professional photos taken. Do not, I repeat, DO NOT try to DIY this unless you’re a damn good graphic designer, copywriter, web designer, web developer, photographer, media buyer, social media specialist and sign fabricatorin addition to being an exemplary leader and politician. You may not believe it, but the general public makes HUGE decisions based on these things. People 100% judge a book by its cover.
Say you’re on the ballot with someone who didn’t make the wise choice that you did by hiring professional advertisers & marketers, and had his nephew—who’s “good at drawing” and does sick TikTok dances—create his branding and run his social media. Say a voter who doesn’t know much about either of you has to make a game-time decision. This voter remembers scrolling by one of your professionally created and targeted ads on Instagram and now sees your cleanly designed yard sign out in front of the polling place. The voter also sees a sign for your competitor—it’s pixelated and poorly designed. And uses Papyrus font (how dare you, fictitious candidate). The voter is going to have a better feeling about you, regardless of your politics.[/vc_column_text][vc_column_text]
MASTER YOUR MESSAGING
[/vc_column_text][vc_column_text]The goal of any political marketing campaign is to tell the candidate’s story. Budget will no doubt have an impact on the logistics, but if a candidate doesn’t have a story, s/he/they have nothing. Like Whitney Houston/”The Bodyguard”-nothing. Don’t make me close one more door.
Now that I’ve alienated half the readers who have no idea what I’m talking about, let me make my point: platforms and politics are important, but without a foundation of a human person to attach them to, voters will feel disconnected. Or worse, disengaged.
I understand that “engaged” is a bit of a buzzword these days, but it doesn’t take away from its importance in a political marketing campaign. Engagement is how candidates reach people. Whether it’s a town hall, an email or a Facebook Live video, voters need to know exactly who you are, exactly what you stand for, and most importantly, exactly how you plan on implementing your ideas that will improve their lives.
Your messaging needs to be clear, concise and easy-to-understand. Don’t pander. Don’t patronize. Just talk to people like they’re people, and show them why you’re the best candidate for the job.
And, as always, we recommend hiring professionals to help you out.
[/vc_column_text][vc_separator][vc_column_text]We’re in the midst of one of the toughest times we’ve ever had to face as a nation. It’s also an election year, which can be stressful enough on its own. With all the noise out there, it’s difficult to decipher what matters and what’s spam.
There’s a bit of truth to that old cliché: the only person you can trust is yourself. Of course you can trust your friends and family with certain things, but we’ve all had an aunt we’ve had to mute on social media because of politics. Regardless of which end of the ballot you’re on, we’re all voters (HOPEFULLY. If you’re not, here’s Florida’s online registration form. It’s easy! Exercise your voice!). We should all do our own research and come to our own conclusions. And it’s much easier to come to those conclusions if a candidate’s intentions are clear from the start.[/vc_column_text][/vc_column][/vc_row]
As we continue self-isolating, we also continue thinking about how the COVID-19 pandemic will have a lasting impact on our world, our surroundings and ourselves. Will handshakes become passé, or worse, downright irresponsible? Will face masks make the full leap from protection to fashion? Will we realize that all those in-person meetings could have, in fact, been emails? More than likely; more than likely; and yes. Yes they could’ve.
It’s an uncertain time—more uncertain than we’ve ever known. There’s not much keeping us grounded right now; days are bleeding together (… so you’re saying today’s not Wednesday?) and some may find it increasingly difficult to stay positive when there’s no clear end in sight. And maybe that’s just the way it is now. And maybe we’re changing and rearranging our priorities without even really realizing it. And maybe that’s a good thing.
Let’s explore what the near future may look like. Here’s how COVID-19 will change our habits:
PRIORITIES
Prior to the shift to self-isolation, most people’s lives revolved around going: going to work, going to a meeting, going out to dinner, going to pick up the kids from practice, going to a fitness class, going to sleep. (Some of us still do that last one.) For as long as I can remember, going was equivalent to doing. If there’s anything this pandemic has taught us—other than the importance of HAND WASHING, PEOPLE—it’s that doing is not necessarily reliant on going.
HOME
From 2017 to 2018, there was a 67 percent increase in the number of tiny homes built in the United States. And among tiny home owners, 68 percent of them no longer pay a mortgage. What this data suggests is that each year, more and more people are sacrificing the interior space of a suburban house or geographic convenience of a city house to become landowners and, more importantly, financially free. The blueprint for “home” is no longer one-size-fits-most.
A growing interest in tiny homes isn’t the only residential trend we’re seeing lately. User-generated review giant, Yelp, recently released charts that indicate major shifts in people’s interests during the coronavirus outbreak. Some of these changes are obvious: fewer sit-down dining experiences, more take-out and delivery. People are also opting out of elective procedures and using medical services for emergency needs only. There’s also a significant decrease in leisurely outings and a spike in domestic activities, particularly home fitness, pet care and TV. Social distancing was obviously the initial catalyst for these changes, but as people’s routines increasingly shift toward more time at home, it’s not out of the scope of possibility that this will continue once we’re safe to resume our regularly scheduled lives.
WORK
What the tiny home data further suggests is a collective shift in priorities—from money and materialism to deeper personal fulfillment. Leading up to the pandemic, many companies began allowing employees to work from home at least one day per week, or work the hours that best fit their schedule rather than the standard “9 to 5.” Social distancing has shown us that the majority of jobs in the U.S. can be done remotely—even medicine, in many cases.
COVID-19 will sweep away many of the artificial barriers to moving more of our lives online. Not everything can become virtual, of course. But in many areas of our lives, uptake on genuinely useful online tools has been slowed by powerful legacy players, often working in collaboration with overcautious bureaucrats. Medicare allowing billing for telemedicine was a long-overdue change, for instance, as was revisiting HIPAA to permit more medical providers to use the same tools the rest of us use every day to communicate, such as Skype, Facetime and email. The regulatory bureaucracy might well have dragged its feet on this for many more years if not for this crisis.
A University of Southern California survey found that of people with jobs currently, 59 percent said they would have difficulty working from home. So while not every job can be done remotely, many people are now realizing that the barriers between having to put on a full face of makeup and heels, commute to and from the office (probably getting stuck in traffic at some point), attend meetings and participate in any office politics … and efficiently working from home … have only ever been 1) permission from the boss; and 2) the ability to download and use a few apps. “Once companies sort out their remote work dance steps,” saysReason magazine editor-in-chief, Katherine Mangu-Ward, “it will be harder—and more expensive—to deny employees those options. In other words, it turns out, an awful lot of meetings (and doctors’ appointments and classes) really could have been an email. And now they will be.”
SCHOOL
What Ward says about school, however, may not ring true for everyone. “The resistance—led by teachers’ unions and the politicians beholden to them—to allowing partial homeschooling or online learning for K-12 kids has been swept away by necessity. It will be near-impossible to put that genie back in the bottle in the fall, with many families finding that they prefer full or partial homeschooling or online homework.”
It’s certainly understandable that many parents are realizing that they would like to play a more active role in their child’s education, but full homeschooling just isn’t an option for most people. Most people I know, at least. I don’t know what kind of billionaires you’re hanging out with.
Even if it were a financial possibility for all families to homeschool, I’ve gathered—anecdotally and via social media—that most parents don’t want to be around their kids for that many hours. It’s a lot of hours. And teaching is hard. More importantly, teaching effectively is hard. There are ways to better incorporate technology into the education process, sure, but if I were a betting lady—which I am, but only while playing Texas Hold ‘Em—I wouldn’t bet on classrooms disappearing anytime soon.
HEALTH & SAFETY
When USC published its first round of study results last month, it showed that COVID-19 had already created significant changes in people’s behavior:
85 percent of people reported washing their hands or using sanitizer more often than before
61 percent reported following social distancing guidelines
Yale School of Medicine health psychologist, Valeria Martinez-Kaigi, who is not affiliated with the study, predicts that after the initial coronavirus threat has passed, new habits like hand washing, self-isolating and hoarding food will scale back considerably. The USC study also found that 22 percent of people reported stockpiling essentials like food and water.
Side question to all of you who are just now discovering the necessity of hand washing: BUT WHY?
FOOD
I know in my household, we’ve been making a concerted effort to be mindful of what we’re buying and from whom. We’re making a point to purchase our vegetables and limited animal products from local farmers, and use all the groceries in the fridge. I’ve always been pro-leftovers (both the food item and the television show), and I don’t understand people who aren’t. (However, I do understand that microwaved fries are intensely subpar.) We’ve consciously chosen to use hand towels for both drying and acting like a napkin purposes. We’re basically killing it.
According to a survey by AMC Global, a market research firm, consumers report:
45 percent say they’re currently eating less fast food than they typically do
38 percent say they will support local businessesmore frequently in the future
32 percent plan to make more home-cooked meals once we’re clear of coronavirus
In a presentation titled “Trends in the COVID-19 Recovery That Will Shape Main Street,” Main Street America’s Vice Presentation of Revitalization Programs, Matt Wagner, Ph.D., outlined points that echo the survey results:
People have learned to cook and/or are cooking at home more often, which will impact businesses that provide “food away from home;” consumers are getting used to delivery (even for groceries), so restaurants and bars will need to address this
There is a movement toward self-sufficiency and sustainability; minimalism and home gardening are on the upswing
PROTECTION
Prior to the 1918 influenza pandemic, covering one’s cough was nearly unheard of. Now, in the midst of the coronavirus pandemic, new hygienic practices are bound to take hold. Kate White, a behavioral scientist at the University of British Columbia, predicts, “Our vigilance around things like disinfecting surfaces—that’s probably going to continue.”
According to internist and health expert, Dr. Okeke-Igbokwe, touching surfaces and pushing buttons in public may soon be an action of the past. Even prior to COVID-19, most people were aware of everyday germ hotspots: ATMs, credit card swipers, elevator buttons, gas pumps and the like. She predicts that more people will start adopting the habit of pressing buttons with their elbows or clothing-covered fingers.
But where there’s a problem, capitalism has a solution! In this case, it’s something called a “CleanKey,” and as a lifelong compulsive hand-washer and fan of FUNKY-@$$ JAMZ, its targeted Instagram ads really speak to me.
I swear this isn’t an ad, I just want one.
Ann Bostrom, who studies risk perception and communication at the University of Washington, Seattle, says it will take more than just messaging to change behaviors on a large scale. Our compliance as humans often relies on being given the tools we need to easily follow new rules. “If there’s a mask available from the dispenser at the front of the building,” Bostrom explains, “you’re probably more likely to put it on.” The same goes for using hand sanitizing stations.
CULTURe
On the other side of this pandemic is a newfound respect for healthcare workers. “Perhaps we will recognize their sacrifice as true patriotism,” says Mark Lawrence Schrad, author and associate professor of political science. We will thank them for their service, as we do now with military veterans. They’ll receive guaranteed benefits and corporate discounts. “Perhaps too,” Schrad continues, “we will finally start to understand patriotism more as cultivating the health and life of your community, rather than blowing up someone else’s community.”
Maybe the de-militarization of American patriotism and love of community will be one of the benefits to come out of this whole awful mess.
TIME
It has been said since the beginning of recorded time: Humans are creatures of habit. And habits of mind and lifestyle don’t change easily. The idea that it takes 21 days to form a new habit is a myth—it’s not as cut-and-dry. “On average, it takes more than two months before a new behavior becomes automatic—66 days to be exact. And how long it takes a new habit to form can vary widely depending on the behavior, the person, and the circumstances.” In a study by the European Journal of Social Psychology, it took anywhere from 18 to 254 days for people to form a new habit.
The priority of going has created a frenzied, compartmentalized lifestyle where we become agitated or even angry if we’re in a waiting room for more than 10 minutes. And we must be connected and “on the grid” at all times. How many people have you heard say that they can’t live without their phones? Really?! Can’t live?! What a sad, fragile existence. In an article in The Atlantic, writer and physicist, Alan Lightman, comments on this phenomenon: “We have sold our inner selves to the devil of speed, efficiency, money, hyper-connectivity, ‘progress.’”
MINDFULNESS
Although the unknown can be stressful, especially for those accustomed to living their lives in scheduled chunks, this pandemic has given most of us the gift of time. A chance to slow down. A chance to rest. Lightman explains, “The mind needs periods of calm. Such a need has been recognized for thousands of years. It was described as early as 1500 B.C., in the meditation traditions of Hinduism. Later in Buddhism.”
When a monk has gone into an empty place and has calmed his mind, [he] experiences a delight that transcends that of [other] men.
— Ancient passage from the Buddhist Dhammapada
As frightening as the COVID-19 pandemic is, it may be forcing many of us to slow down and spend more time looking inward. With more quiet, more privacy and more stillness, we’ve been given an opportunity to reflect on who we are as individuals, and as a society.
CONCLUSION
We’re in uncharted waters trying to navigate a ship in the dark. We’re experiencing an unprecedented event in history. We’re in the veritable Upside Down. How we react and respond right now will have a significant impact on our lives. The habits we’re developing during this time—good or bad—could very likely follow us into the future.
Nature wants balance. It requires a stable equilibrium: homeostasis. It always has a way of correcting itself—and maybe, just maybe, that’s what it’s doing now. This is not at all a reference to those we’ve lost to the virus; it’s simply a comment on the current trend toward self-sufficiency, sustainability and seeking a greater truth.
We all have the desire to be free, and some of the innovations we’ve seen develop during the coronavirus have shown us that true freedom may just be possible. Whether it’s the use of Bluetooth smart thermometers that can transmit a person’s temperature and geolocation to an offsite database, or members of the Toronto Symphony Orchestra using smartphones to perform together—apart—from 29 unique locations, technology can help us break obsolete or imagined chains and connect in more meaningful ways.
Stay safe and we’ll see you soon. We will not, however, be shaking hands.
As we continue to face the global health crisis that is COVID-19 (Coronavirus), both consumers and advertisers are taking major hits from all sides. People in all affected countries are now encouraged to take part in “social distancing.” This practice, alone, financially hurts companies across almost all sectors. (Economic pain aside, the goal of social distancing is to help slow or stop the transmission of disease; this allows for healthcare establishments to better treat current patients, and better prepare for future ones.) But most businesses—from mom-and-pop shops to major airlines—will suffer during this uncertain time.
Perhaps counterintuitively, this is not the time to stop your advertising and marketing efforts.
Tweak your strategy? Sure. Reevaluate customer needs? Absolutely. Cut poor-performing products and eliminate low-yield endeavors? Yes, we’re with you. But DON’T STOP your advertising efforts, completely.
Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish both during and after a recession.
Quelch and Jocz further explain, “On average, increases in marketing spending during a recession have boosted financial performance throughout the year following the recession.” And although this information is in reference to the 2008 recession, what’s past is prologue. Economic recessions, natural disasters, global health concerns—these are the types of catastrophic events that cause major shifts in the marketplace.
It’s a sensitive time, particularly for advertisers and marketers. Although it is our job to continue to promote goods & services, there’s a fine line between being mindful and newsjacking. It’s our responsibility to err on the side of caution when crafting and publishing brand messages, and to put our empathetic foot forward.
Here are Media Garage Group’s top 10 tips for advertising and marketing during Coronavirus:
1. STAY IN FRONT OF YOUR AUDIENCE, RESPECTFULLY
Right now, if you’re a brand like Clorox or Purell, you’re most likely having issues with supply rather than demand: Consumer demand for hand sanitizer has grown by 1,400 percent from December 2019 to January 2020. For the rest of us—brands that may not seem as “essential,” or brands that offer higher-end, or disposable income-related goods or services—we still need to get ourselves out there. Jason Keith, CEO and lead analyst at Social Fresh, recommends to, “Focus on positive ways your brand can create engagement or at a minimum stay top of mind, but don’t stretch beyond what is reasonable.” Think thoughtful, relevant content as it relates to your customers’ current situations.
One great example of this is from the meditation and sleeping app, Headspace. Their Co-Founder and CEO, Rich Pierson, published an article on LinkedIn explaining, “Here at Headspace, we’ve heard stories of anxiety, uncertainty and fear from hundreds of business leaders, healthcare providers, gig economy workers, teachers, parents, students and caregivers all over the world.” He continued by stating, “So today, we’re taking several steps to help.”
These steps include providing free subscriptions to U.S. healthcare providers, teachers and caregivers; unlocking free, specially curated mindfulness content; and sharing Headspace for Work, which was previously only available to clients and customers.
2. REASSURE CLIENTS & CUSTOMERS
We all have things we’re comforted by. Living in uncertainty, in particular, drives us to seek the familiar—the people, pets, places and products who/that provide a sense of security. During hard times, the best thing brands can do is stay calm and be as sensitive as possible when adding to the noise.
Put customer service at the forefront of your messaging.
Stop ALL “scheduled” posting.
Concentrate on current customers, not converting new ones.
Craft messaging that reinforces an emotional connection and reassures customers that “we’re in this together.”
3. REDIRECT DIGITAL MARKETING BUDGET
If you’re currently running banner ads, freeze them until the end of the month. Banner ads have limited space, and right now, brands need to convey messages that are especially nuanced. Redirect those ad dollars into efforts that can provide more real estate (e.g., content) and measurable results (e.g., social media ads).
4. PROVIDE HELPFUL INFO, BUT STAY IN YOUR LANE
In times like these, it is of the utmost importance to be self-aware. Know who you are as a brand, and know what fits within the “tone” of your brand’s personality. A local restaurant shouldn’t necessarily be sharing statistics from the CDC. The restaurant could, however, create an easy takeout entree or meal kit and promote that. The goal is to add value or provide solutions for customers.
Local distillery, Kozuba & Sons, is doing just that. They’re currently halting all liquor production and reallocating their resources—in this case, their highest-grade spirit that would’ve been used to make vodka—to produce hand sanitizer.
5. REQUEST BONUS SPOTS FROM MEDIA PARTNERS
Contact all the TV, radio and outdoor sales representatives you work with to inquire about available inventory. More than likely, the reps will have spaces they need to fill during this crisis. You may be able to secure free ad space—therefore, more frequency of your advertising message—just by asking for it.
6. RESTRUCTURE PAYMENT SCHEDULE
Money’s tight for everyone right now. So unless you’re Clorox or Purell, it may behoove you to work with your media partners to request that your campaign stay active, but restructure your payment schedule. Perhaps you can come to an agreement that you’ll pay in full at the end of your contract; or you can divide this month’s payment into installments. One potential solution is to split your March payment, along with initial planned spending, into four installments; paying in September, October, November and December. This agreement would allow you to reduce your current cash outlay and take some of the pressure off.
7. REVIEW ALL CANCELLATION POLICIES AND MAKE REQUESTS AS NEEDED
Television and radio stations will often have a two-week cancellation policy. While advertising and marketing during Coronavirus, it’s nearly impossible to prepare for what will happen day-by-day, let alone two weeks in advance. Work with your media partners to see if you can negotiate a shorter cancellation period. For example, if you’re able to secure a one-week cancellation period, it will be much easier to pull your scheduled ads if you decide it’s the best decision for your business.
8.AVOID INSENSITIVE OR OPPORTUNISTIC MESSAGING—USE COMMON SENSE!
Some top-tier brands like Hershey’s and KFC have decided to change their creative in response to COVID-19 fears. Physical contact was at the center of both brands’ original spots—this would’ve clearly opposed health officials’ social distancing recommendations. On one hand lies the sentiment that consumers are rationally minded. Tim Smith, president of the agency Chemistry, says, “You’ve got trust in your audience to know you’re not saying you’re promoting things irresponsibly just because you’re showing somebody hugging.”
On the other hand, it’s a particularly sensitive time for people and any marketing misstep could be amplified by this heightened state. “It can create a situation where there’s a lot of negative sentiment associated with a brand, and then that can spiral out of control, even if the reality is that we need to be showing each other some love as a society these days,” explains Jesse Purewal, partner at growth consultancy Prophet.
One thing is for sure: how marketers handle Coronavirus will certainly separate the pros from the amateurs.
Remember when everyone thought they could buy social media services for a few hundred dollars because their kid in college could do it? Now this will reset the playing field.
Although it may be a good time to reflect on your messaging and make adjustments where necessary, no professional worth her or his salt would ever recommend a full marketing shut down. You still have a business to run. In the Harvard Business Review, Quelch and Jocz write, “During recessions it’s more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn’t optional—it’s a ‘good cost,’ essential to bringing in revenues from these key customers and others.”
Now is the time to reinforce your brand’s core proposition, not the time to slam on the brakes. Eliminating your advertising and marketing efforts altogether will result in spending much more to regain your share of voice once we’re through the weeds. Slow and steady wins the race.
10. DO NOT MAKE MAJOR DECISIONS OUT OF FEAR
Knee-jerk solutions to temporary problems can have long-term effects on business profitability. Everyone is scared right now, but as with anything, this too shall pass. And once it does, you’ll want to be able to hit the ground running. A Nielsen study of the U.S. market highlights how quickly consumers can digest and process new outbreak information and then make spending decisions tied to that information. Continue creating ad campaigns, work ahead and be prepared for good news. Because, eventually, it will come.
In conclusion, wash your hands, stay home when you can, and remember that—despite how it may feel right now—this is temporary.
Move over Millennials, brands are beginning to see the buying power of Gen Z—which is currently upward of $143 billion in the United States. Gen Z makes up 26 percent of the U.S. population and is comprised of those born between 1997 and 2012, the oldest of whom are just beginning to enter post-college adulthood. Like Millennials, Gen Z tends to be more optimistic than not. However, unlike the “follow your dreams” Millennials, Gen Z is looking for a more practical approach to the future—including how they will spend their money.
Let’s take a look at a couple of the DOs and DON’Ts of marketing to Gen Z.
DO: UNDERSTAND WHAT YOUR AUDIENCE WANTS
Unlike in the days of yore, a “one-size-fits-all” message will. not. work. for Zs. First, you’ll want to do your homework to understand what they want from brands, in general. More importantly, if you want to make any real impact, you need to get honest about your brand and its offerings. What does/would this generation like about your brand? What do/will they dislike? The most challenging aspect of this is creating nuanced messaging that illustrates that you understand them as individuals. This is only possible if you take an egoless look at your brand and do your research!
DON’T: LIE
This seems obvious, but it’s truly baffling how many marketing and ad campaigns are based on stretched truths or claims that brands can’t back up (Fyre Festival, anyone?). When it comes to marketing to Gen Z, trust is key. In fact, one of the reasons Snapchat is popular with Zs is because they distrust other social media platforms’ privacy policies. According to Ad Age Studio 30 and UNiDAYS, 59 percent of Zs have paid attention to an ad because it was from a brand they trust. In other words, ads can work with Gen Z, but marketers need to focus on brand building in order to establish meaningful, long-term relationships with them. This is done through thoughtful creative content marketing and genuine brand storytelling.
DO: CREATE VALUABLE EXPERIENCES
Gen Zs tend to be more cautious with their money than previous generations. Many of them remember what the Great Recession of 2008 did to their families and, because of this, want to avoid getting into their own financial trouble. And although they’re cautious, they’re not frugal—Gen Zs are willing to spend money for perceived value. They want quality products and unique experiences. They want to have a good time, but not at the expense of going into debt. They’re mindful shoppers who have access to product and pricing information in their hands. However, most still prefer purchasing from brick & mortar establishments and taking part in exclusive or limited events. FOMO is real. And people will do a lotfor the ‘Gram.
DON’T: SPEND EXCESSIVE MONEY FOR NO REASON
things that DO NOT motivate Gen Z shoppers:
Celebrity endorsements
Brand-specific retail apps (they may browse, but they typically won’t convert unless there’s an added incentive; they prefer aggregator shopping apps)
Press or media coverage
things that DO motivate Gen Z shoppers:
Micro-influencers—those with anywhere between 2K and 50K followers on a particular social media platform (they’re seen as more trustworthy than big-name celebrities)
Brands that are informed about political issues (notice I said “informed,” not “outspoken about”)
Their friends—77 percent of Gen Z shoppers turn to their friends for purchasing advice
With more than 5.6 million businesses in the U.S., each fighting for share in the marketplace, every brand must spend money to make money. And some are dead-set on throwing money at strategies and practices that have proven themselves outdated or outright ineffective. This is not to say that traditional media doesn’t work; on the contrary, Gen Z is a sort of “throwback” generation that is partial to things like physical display advertising and TV ads.
Although Gen Z is split on whether or not brands should share their “political” voice publicly, they’re more loyal to brands that “do good.” Zs are often willing to pay a bit more for sustainably sourced products or brands that give back to the community—82 percent say they would be more likely to buy a product if it were environmentally friendly.
When it comes to Gen Z marketing, it’s important to start now. This can open the door to relationships that can last well into their prime spending years. The key word here is “relationships.” Brands must stop talking “at” consumers and start (or continue) talking “to” them. They must encourage dialogue and facilitate participation. The only way to accomplish this is with a mix of traditional media, organic inbound marketing (content, social, etc.) and strategically placed digital. Gen Z’s loyalty is contagious—see the stat above about how friends motivate shopping decisions—so it’s imperative to make them feel like they’re part of your story so they can help you tell it for years to come.
It’s almost here. The day to see your extended family one of two times per year, stuff yourself silly with green bean casserole, pretend you know what a “cornerback” does, and think about what you’re grateful for. Just like the pilgrims and American indigenous peoples did!
You know what they didn’t do? Take advantage of a holiday to create some of the best small business marketing content this side of the Mississippi. I mean, who would even do that?! Who would even say that?! The nerve of some people.
On an unrelated note, in recent years, gratitude has proven to be increasingly responsible for one’s overall happiness and well-being. From simple things like thanking someone for holding an elevator, to intense week-long meditation retreats focused on the issue, gratitude allows us to heighten our frequency and change our perspective.
Let’s take a deeper look at the role of gratitude in business.
4 WAYS PRACTICING GRATITUDE IN BUSINESS PAYS OFF
BECAUSE SCIENCE
According to a 2017 Forbes article, we need three positives to outweigh the impact of one negative. In other words, we feel and hear negativity with three times the power that we experience positivity. The issue in our current culture, however, is that we tend to give 10 times more negative feedback than positive feedback. Essentially, we need a 3:1 ratio, but we get 1:10, which leaves us unfulfilled, anxious and depressed. This is why gratitude matters.
Regularly expressing gratitude (the quality of being thankful and readiness to show appreciation) literally changes the molecular structure of the brain, keeps the gray matter functioning, and makes us healthier and happier.
Practicing and experiencing gratitude literally has the power to rewire your brain. (And, yes, I know how literally works.) Gratitude serves as a sort of natural antidepressant. During the practice of gratitude—say, thinking about or writing down three to five things you’re grateful for—specific neural circuits are activated. Production of serotonin and dopamine increases, and neurotransmitters, or “chemical messengers,” travel neural pathways to the brain’s “pleasure” center. The more we practice, the stronger these neural pathways become—a phenomenon known as “Hebb’s Law,” which states: “Neurons that fire together, wire together.” “The more times a certain neural pathway is activated (neurons firing together), the less effort it takes to stimulate the pathway the next time (neurons wiring together).
In a whitepaper published by the Dale Carnegie Institute, researchers found that “showing appreciation” was the number one blind spot for most leaders. Which, in turn, makes it the greatest opportunity for improving employee engagement and company performance.
Gratitude is a social emotion—and moral emotion—that has the power to strengthen relationships because it requires us to take stock of how we are supported and affirmed by those around us. Additionally, gratitude puts us in a position to recognize how positive things in our lives, like a success at work, are often due to outside forces—particularly the efforts of others.
Of course there are (and will be more) business leaders who believe that this type of attitude toward gratitude doesn’t belong in the workplace. Some believe it shows weakness or lacks professionalism. To those people I say …
Let’s take a look at a few benefits of gratitude in the form of workplace recognition:
Keep in mind that in order for gratitude to work, it has to come from a genuine place. If done correctly, gratitude has the power to make your business more profitable because your employees will be more engaged and effective. However, if your team gets even a *whiff* of insincerity, you’re going to get the opposite effect—your employees will know you’re using them. You must honestly want what’s best for your team. And if you don’t want that, you may want to consider a new personality career.
BECAUSE CUSTOMER SATISFACTION
Establishing relationships is at the core of any business venture. Incorporating gratitude into this process will enable you to better connect with customers, attract new clients and foster beneficial rapport with manufacturers and suppliers.
According to Betsy Bugg Holloway, a marketing professor Samford University in Birmingham, Alabama, gratitude is an effective tool largely because “it is a precursor to develop trust.” And trust, itself, is an extremely powerful driver of loyalty, no matter the type of relationship.
Gratitude motivates positive reciprocal behavior. If a customer believes that a business has his [sic] best interests at heart, that customer is more inclined to develop a long-term relationship with the business.
— Randy Raggio, marketing professor at the University of Richmond
Let’s go over a few DOs and DON’Ts of gratitude with regard to current and potential customers.
DOs
DON’Ts
Build memorable bonds that transcend “business relationships”
Be afraid to show [rational] emotion; consider emotion a “weakness”
Know your client well enough to add a unique, personal touch when sending a gift
Send a faceless, generic gift to an important client
Look people in the eye; give genuine compliments when they’re due; engage in active listening
Look at your phone during client meetings; dole out insincere “compliments” to further personal agenda
When your customers believe you sincerely care about their well-being, they’re more likely to refer a friend, write a positive online review or pay a little more for your products and/or services in the future.
I hope it is becoming clear how important gratitude in business is. It’s one of those things that often gets overlooked in the day-to-day, but plays such a crucial role in a business’s ability to thrive.
Still, many business leaders view gratitude as a social nicety rather than a tool to improve company performance. Perhaps some hard facts & figures from the Harvard Business Review will do the trick.
Depending on industry, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one.
Increasing customer retention rates by 5% increases profits by 25% to 95%.
Take, for example, Reston Limousine. In 2009, its President & CEO, Kristina Bouweiri, began holding fancy customer appreciation lunches for a friend’s lagging business. Those lunches provided Bouweiri with the opportunity to meet 900 clients, which gave her own business a healthy boost. She knew that her unexpected success was a testament to the power of appreciation and gratitude in business and immediately pivoted her strategy.
From that point on, rather than going after new business, she and her team decided to go back to old clients and thank them—to develop relationships with them. For nearly 20 years, the Reston Limousine team had done little to nothing to show gratitude for its nearly 20,000 clients. “Now,” says Bouweiri, “I consider it the most important initiative that I have.”
Similarly, Dr. Justin Wood, Th.d., CJME, who was given the task of reviving a dying restaurant, decided to put the practice of gratitude into place and had employees focus on making customers feel appreciated. Not only did this double business in a month, but continued to set quarterly financial records.
I retain a high percentage of customers. This costs me less in marketing and those customers tell others of my services; in turn, gratitude saves me money, while making me money and costing me nothing.
— Dr. Justin Wood, Th.d., CJME
These examples only tout the benefits of gratitude toward clients. What about your internal team?
Continuing on the idea that gratitude is a business tool rather than a “social nicety,” let’s take a look at employee turnover. Most employees leave a position because they feel disengaged. The root cause of this disengagement? A lack or total absence of gratitude in the workplace. They feel like they’re neither being seen nor appreciated at work.
71% of American employees report feeling not fully engaged at work
26% of American employees report feeling actively disengaged at work
Fear not—there’s an easy solution. A study reported by Harvard Medical School and conducted by the Wharton School at the University of Pennsylvania found that employees who heard expressions of gratitude before doing work made 50% more progress on their goals. All because of something as simple as a sincere “thank you” or “great job.”
As technology continues to develop at lightning speeds and we become increasingly isolated from one another, it’s imperative that we all make an effort to reach out, listen carefully, speak intentionally and strengthen the bond that binds us all: love for our tribe. Whether it’s a familial tribe, professional tribe, or chosen tribe, if we don’t support one another—on any scale—the whole system collapses.
We hold the power. We have the ability to not only reinforce our relationships, but to forge new ground and create bonds that we never imagined creating. Gratitude is the answer. This Thanksgiving, and every other day of the year, gratitude is the answer.
