Segment 4 (2020) Marketing - Wednesday, November 11 - 3:30 to 4:30 PM Eastern USA

[Paul Terlemezian]

Overview: How are you marketing differently? How have you noticed others marketing differently? What marketing trends have accelerated? Were there any "co-morbid" marketing trends whose demise has accelerated? What marketing tactics do you wish would return to the way they were in the past? What marketing changes are you happy to embrace? What marketing trends do you wish would expand or accelerate?

Panelists:

• Roy Broderick Jr. https://www.linkedin.com/in/roybroderickjr/
• Larry Duckworth https://www.linkedin.com/in/larryduckworth/
• Colleen Fahey https://www.linkedin.com/in/colleenfahey/
• Jen Matthews https://www.linkedin.com/in/meetjenmatthews/
• Mike Wittenstein https://www.linkedin.com/in/mikewittenstein/

Moderators:

• Natalie Springfield https://www.linkedin.com/in/influencepr/

Remarkable Speakers:

• Andrew Dietz https://www.linkedin.com/in/asdietz/

[Andrew Dietz]

Looking forward to learning together about marketing tomorrow during GA Learns 2020.  While I'll be listening to all groups to summarize the discussions, I'm especially curious about this topic: We live in provocative times - what positive role can provocative marketing play in how organizations like yours add value? Thoughts?

[Jennifer Matthews]

This is such a great question, Andrew! I'm hoping to learn more about this topic as well. My initial reaction is that provocative marketing can play a positive role in how orgs add value. If executed with positive intention, I believe provocative marketing can spark difficult but necessary conversations that are key to our advancement. I'm not sure if this is considered provocative marketing, but the OREO Proud Parent commercial is the first example that comes to mind. It presents a theme that may be uncomfortable to some, but ultimately sparks conversation about acceptance. 

[Andrew Dietz]

That's a good example, yes.  I was thinking more about the kind of provocation that causes customers to think differently.  For instance:  https://hbr.org/2009/03/in-a-downturn-provoke-your-customers  Another: https://en.wikipedia.org/wiki/Po_(lateral_thinking)

[Andrew Dietz]

OK, I'll give you one more.  I'll be listening for, among other things, how patterns of perception are changing in our society and how marketers are responding.

[Paul Terlemezian]

Does marketing matter or not?

Is it OK to benefit (as a for profit or nonprofit) if your revenues are related to fear and anger - which your marketing team has encouraged?

Is ethical marketing an oxymoron or redundant? (how about ethical leading or ethical training or ethical selling or ethical accounting or.....)

[Jennifer Matthews]

I'm very conflicted by this question, because on one hand, I believe in authentic branding and marketing. On the other hand, some of the organizations that profit from fear/anger are organizations that we need. For example, news outlets could be considered beneficiaries of fear/anger, but they also keep us informed. So where do we draw the line?

[Paul Terlemezian]

Yes - where do we draw the line? Who draws the line? Where is the line drawn between entertainment and "news."

[Andrew Dietz]

Let's face it, people are driven by fear - it is a prime mover.  People buy things not just for their functional value but for their psychological value.  Is it cynical of companies to exploit that "vulnerability" or are they filling a need?

[Paul Terlemezian]

A good friend taught me that people are afraid of getting sick - but not afraid enough to actually focus on being healthy.

We needed a pandemic to encourage people to wash their hands and cover their faces when they cough or sneeze. Will these habits diminish if the fear of pandemic diminishes? If so - "marketing (and learning and leadership) failed.

[Natalie Springfield]

Very interested to hear what the panelist and attendees address about this question?

What marketing trends do you wish would expand or accelerate?

Any thoughts on this? What are you seeing?

[David Ellis]

Paul, inevitably these habits will diminish but they will remain higher than ever before. However what I believe this pandemic has highlighted is the deficiency in the US Federation execution. When you compare the US reaction/leadership compared to China, South Korea and above all Taiwan and compare outcomes it is quite clear that at times of extreme pressures it should be possible to have the president be able to drive towards successful outcomes whether it be for a war or a pandemic. Delegation to governors and then delegation to mayors clearly has been a disaster. Let's hope the vaccine arrives shortly!

[Roy Broderick Jr]

Looking forward to hearing and learning more about what consumers are concerned with related to Diversity, Equity, and Inclusion. With the 2020 election being over and the "Black Lives Matter" movement growing across corporations, what are the expected next steps for marketers?