Why marketing is about customer value – and not social media

Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.

B2B opportunities after COVID

States like New York have started to reopen after reaching low COVID infection rates. Here are some thoughts about opportunities for B2B marketer:

Happy July 4th: Why think about life after the COVID Pandemic?

Tomorrow is July 4th, 2020 the American Independence day.  July 4th is the American Independence Day and a day of hope and freedom for people.Due to the recent spike in American coronavirus cases, traditional firework displays have been cancelled in regions where there is an upsurge of cases. However, there are some options to watch fireworks  and here is a nice list of virtual fire work displays. Here is our July 4th post from 2008, in the midst of the great recession.
It’s really important to start thinking about life after the global coronavirus (COVID) pandemic…. because like the great recession, we will overcome this.  Here is why we should all be hopeful this 4th of July:

How work-life will change after coronavirus

With the experience of  coronavirus COVID 19 lockdowns work-life will change forever. . With 91% US kids at home parents are spending more time than ever with children. Some parents have jobs that allow digital work and these folks are so lucky. Then there are the  struggling 25 million unemployed in the travel, tourism, retail and any type of jobs that require a physical presence. At the other end of essential workers are the beleaguered medical worker, true heros, who show up every day to work. No less valiant are factory workers, grocery retail workers, law enforcement folks who are keeping essential services working. For everyone in each of these situations the pandemic has been trying as the USA tries to reopen. Going forward here is how work life will change:

Coronavirus: Why is the panic so acute?

It’s hard to remain calm when one was expecting the Dow index to cross 30k and it’s in the 26K range. – in a matter of days despite interest rate reduction.. If the Louvre museum is closed and Mona Lisa has a mask things are getting serious. Coronavirus is dangerous but the panic is even more dangerous.

Forever 21 : What is your strength – that customers value?

It is sad to see that Forever 21 filed for bankruptcy. Their backstory is fascinating and the 5 minute video backstory of Korean immigrants achieving the “American Dream” by Business Insider is worth watching. 
Unlike the typical sad “decline of US malls”  story and rise of “online retail” the Forever 21 story has important lessons for all businesses. It is also an eerie reminder of the the New Coke fiasco,  To recap, Coca Cola did not realize in the eighties that customers did not drink Coke for taste but  it was all about being American – a much deeper meaning.

How TJX and Costco drive foot traffic in the digital age

The TJX group (including brands like TJMax, Marshalls, HomeGoods etc.) and Costco seem to be always crowded. And when you look at long checkout lines you know they must be doing something right in the digital age.

Why Dollar Stores are doing pretty well in a digital world

Next time you pass a Dollar Store in the US (including Dollar Tree and Dollar General) observe the parking lot. In towns rich and not so rich you’ll find that the parking lot is full most of the time.If you have not gone into a Dollar Store recently – do so and then compare the merchandise to Walmart. For a dollar the quality is not bad.
Dollar Stores took off after the 2008 recession and there are more Dollar Stores than McDonald’s in the USA.  Between Dollar Tree and Dollar General there are 30,000 stores and these are very densely seen in the mid-west and the farmlands of middle America.  A recent article “Sign of hope or worry- when the dollar store comes to town”  describes the mixed bag that these stores are for local communities.

The Furniture Brand Fiasco – resolve to Google your brand reviews in 2019

2019 has rolled in and  understanding the digital assault on Brands is timely.Brand owners don’t seem to Google their own brands. How could many brands with 1.5 star reviews still be in the market? Our guess is that managements don’t seem to checking. If they checked, they’d find solutions to this brand fiasco.