As a company’s meet-and-greet function, marketing’s job is to support your sales goals by identifying, engaging and help converting consumers into long-term customers. This role has been upended by COVID-19. We’ve all had to rethink our strategies in an era of homebound customers, social distancing, and an unpredictable path ahead. New trends are emerging. Fast movers win. Here are a few of Viva’s favorites. TREND: Changing your messaging (even when it’s been around for a long…

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…

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…

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…

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…