Top of Mind Thursday March 12, 2020: When the Rubber Meets the Road

Top of Mind Thursday

The coronavirus health crisis has expanded dramatically over the last several days.

Leverage2Market LogoGatherings of more than 250 people are prohibited in many US cities. Travel between the US and Europe has been banned. The NCAA March Madness will be played before empty arenas, and the remainder of the NBA season has been suspended. Italy is under lockdown and Ireland has even canceled St. Patrick’s Day parades.

In this environment, there have been two extreme responses. One is to panic and buy every roll of toilet paper, case of bottled water, or package of spaghetti in sight. This opens the way for con artists to take advantage of a panicked public and charge exorbitant prices for hand sanitizer, or, worse yet, peddle fake cures.

The other extreme is to discount the situation as just a lot of hype–to blatantly ignore the warnings and directives of health departments and government agencies to cancel events or stay away from public places where exposure is likely to occur.

Rudy Golbert of the Utah Jazz basketball team publicly scoffed at the NBA’s plan to hold events in empty arenas. He mocked the league position and made a point of touching every microphone he could reach in a recent press conference. Last night, Golbert tested positive for the virus, resulting in not only the cancellation of that evening’s game, but the NBA deciding to suspend the entire season for the whole league.

We don’t know yet how this will all play out, but the truth will likely be somewhere in between panic and blatant disregard for the advice of experts.

We can’t put our heads in the sand and hope this all blows over quickly. It’s time to come up with a reasonable plan to deal with a situation that is not going to go away any time soon. When the rubber meets the road, that’s what your customers are counting on.

Contact me to find out how you can get heard above the noise – even in a crisis situation.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

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Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday March 5, 2020: Wait a Minute–Things Will Change

Top of Mind Thursday

The interminably long US election process is finally picking up speed through the primary season.

Leverage2Market LogoLast week, there were still 7 Democractic presidential contenders. As of this morning, it’s down to a two-man race (and yes, they are both white men).

As of last week, the official position was that the COVID-19 situation was well under control in the US. This week, new infections are appearing in more and more states, many companies are encouraging employees to work at home, and health officials are discouraging large public gatherings in a number of locations.

How do things change so quickly? We live in a world that is more connected than ever before. Both information and illness spread at a rapidly increasing rate. New inputs force key players to reevaluate situations and change course appropriately.

As a result, we live in an environment of ambiguity and uncertainty. To keep up, we need to be on alert for new information and adjust plans accordingly–whether it’s business operations or personal lifestyle.

There’s no need to panic, but there’s also no room for complacency either.

Don’t like this situation? Wait a minute. It will change.

Contact me to find out how you can get heard above the noise.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

Download a FREE chapter now.

What are people saying?

Buy now.

 


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday February 27,2020: Blue By You

Top of Mind Thursday

 

 

 

 

The escalating coronavirus situation is impacting everything from the stock market to supply chains.

Leverage2Market LogoBut probably the most immediate impact being felt is in the travel industry. Hundreds of flights to Asia were canceled quickly. Now the virus has appeared in Europe, the Middle East and North America. There’s even talk of canceling the summer Olympics in Tokyo this July.

Many people are wondering if they should book spring and summer travel, given the penalties for changing or canceling flights. This impacts not only airlines, but hotels, car and tour companies, restaurants, and local businesses in travel-heavy locations.

Yesterday, Jet Blue sent an email notifying customers they are waiving all change and cancellation fees for travel completed by June 1st. It’s a small gesture and a position that likely all airlines will need to adopt. But JetBlue gets kudos for jumping in ahead of the fray and taking the lead here.

What actions can you take to support your customers in this or other crisis situations?

Contact me to find out how you can get heard above the noise.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

Download a FREE chapter now.

What are people saying?

Buy now.

 


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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Top of Mind Thursday February 20,2020: Resourceful and Resilient

Top of Mind Thursday

This week’s edition is late because I am writing this from Havana, Cuba, where I’ve had limited Internet access.

Leverage2Market LogoYes, Americans can still visit Cuba in organized tours for educational and humanitarian purposes.

It’s been 60 years since the Communist revolution. During that time, hundreds of thousands of Cubans left the island–for the US, Europe, and other places. Many of those left family behind and couldn’t return to visit for decades, or at all.

Today, there is still extreme poverty on the island and many buildings are in severe disrepair. There are shortages of many basic commodities and salaries are extremely low. There are no boats in the harbor–since it’s too easy to sail a boat the 90 miles to the coast of Florida.

But there is also a great amount of restoration underway. Many historical buildings have been renovated, and other are in progress. The people are warm and friendly. The hotel is well-equipped and up-to-date, and tourism is a thriving industry (albeit with very few Americans these days). The music and arts are upbeat and exciting.

In spite of (or perhaps because of) the challenges they face, the Cuban people are extremely resourceful. Building materials are reused and repurposed. Classic American cars are kept in great running condition without access to replacement American parts.

Havana celebrated it’s 500th birthday last year. Things may be far from perfect here, but the Cuban people are both resourceful and resilient. Like the music–a little offbeat but always driving forward.

Contact me to find out how you can get heard above the noise.


Check out our marketing thought leadership podcasts and the video trailer for my book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters.

Marketing Above the Noise.

Download a FREE chapter now.

What are people saying?

Buy now.

 


Let us help your business rise to the top.

linda@popky.com
(650) 281-4854
www.leverage2market.com

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