Marketing in the COVID-19 World – Part 3: Re-engage

Marketing in the COVID-19 WorldPart 3: Re-engage  Welcome to the third entry in Viva’s 3-part series, “Marketing in the COVID-19 World”, designed to help decision makers navigate these choppy waters. The first installment, Part 1: Adjust, focused on the adjustments marketers must make to weather the storm. We talked about ensuring your brand messages and marketing add value, not noise.  Part 2: Plan addressed the importance of starting the marketing planning process with new, post-COVID business goals, and then building a program to…

Marketing in the COVID-19 World – Part 2: Plan

Welcome to the second entry in Viva’s 3-part series, “Marketing in the COVID-19 World”, designed to help decision makers navigate these choppy waters. The first installment focused on the adjustments marketers must make to weather the storm. We talked about ensuring your brand messages and marketing add value, not noise. We challenged you to find an authentic way to serve during the pandemic. Read it here: PART 1: ADJUST. PART 2: PLANThe world has changed since you developed your 2020 Marketing Plan. Duhhhhh Toss the…

Marketing in the COVID-19 World – Part 1: Adjust

Welcome to the first entry in Viva’s 3-part series, “Marketing in the COVID-19 World”, designed to help decision makers navigate these choppy waters. This first installment focuses on the adjustments B2B and DTC marketers must make to weather the storm. Part 1: ADJUSTJust like we are adjusting to the new reality of staying home, marketers must adjust to the role their brands play in a customer’s life at home. Marketers must adapt how they lead their teams, speak to…

We’re here to help.

We hope you, your families, and your employees are safe and healthy. What and how we communicate to one another during these incredibly difficult times significantly impacts how we feel and act. We’ve been helping clients with the important messages they’re sharing with employees and customers. If you need help or just an objective third party to review materials, please send me an email at laura@vivalabrand.com. In the meantime, here are tips to ensure your messaging is…

Focus on your brand while you hunker down.

Given the state of the world, now’s not the time to double down on a new digital campaign. It’s not the time to try to convince people to try a new product or to “like” you on Facebook. Use this time to be introspective. Conduct a brand audit. What is a brand audit?It’s an evaluation of how your brand is performing compared to your goals and uncovers how your brand is positioned in the market. It allows…

Viva’s Blog: Your Super Bowl Ad Cheat Sheet

Super Bowl LIV is rapidly approaching. Advertisers are hustling to finalize their multi-million dollar commercials before February 2nd’s matchup in Miami. There’s a lot to look forward to off the field. Facebook makes its first foray into the media frenzy with an ad starring Sylvester Stallone and Chris Rock, the Bloomberg and Trump campaigns are dropping $10M per spot, and Anheuser-Busch is the largest spender with four 60-second commercials. It’s a lot to track. Viva’s blog is here to…

Viva’s Blog: Time to Make a Brand Pivot?

2019 has been the year of the pivot. When customer demand or the market landscape shifts, brands have to be flexible to survive. Here are three brands that pivoted in 2019 and are succeeding. What can you learn and apply to your business?  Pivot #1: Ferrari Earlier this year, Ferrari was named the world’s strongest brand. The Global 500 – the annual report on the world’s strongest brands – announced that the prancing horse company scored 94.8 out of…

Viva’s Blog: 2020 Marketing Planning: 6 Must Dos

November is here and 2020 planning is in full swing. As you develop your marketing plan for 2020, consider the following: Must Do #1: Start with a blank slate. Put this year’s plan and budget away. You’ll eliminate the urge to include a marketing tactic just because you’ve done it before. Immerse yourself in customer insights and results. Surround yourself with wicked smart, creative, customer-obsessed colleagues across the organization. Then, outline a plan for 2020. Accenture is such…

Viva’s Blog: Signs that Speak to you

As Brands ramp up their messaging hoping for more interaction with their customers, many consumers are pushing them away. Marketers who deeply understand their customer know that simple is the winning ticket. Avoid making the common marketer’s mistake of including too many messages in one execution. Tell the reader exactly what they need to know. No more. No less.  Message before beauty.  The signs below are not beautiful. The best feature a design aesthetic that matches the brand. All communicate…

Viva’s Blog: 4 Marketing Lessons from Amazon Prime Day

It’s over. Just hours ago, Amazon Prime Day #5 came to a close after selling more than 175 million items, surpassing results for the past Black Friday and Cyber Monday combined. Prime Day started in 2015 to celebrate the 20th anniversary of the site’s launch in July 1995. Amazon promised a one-day sales event for the site’s Prime subscribers that would be “one of the biggest deals extravaganzas in the world,” according to then vice president of…

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