111: Sunday evening edition + your Monday to-do list (7 items)
In this Sunday evening edition of the World's Best Newsletter, your to-do list for tomorrow is as follows:
1. Watch this generic brand video (and laugh at yourself)
2. Order this book - it may save your life
3. Register for this event if you're in Boston this Friday
4. Read up on 'surveillance capitalism' and neuroscience
5. Find out HOW to enable sales w/ content marketing
6. Explore the definition of "meaningful marketing"
7. Consider the quote of the week re: VW's new campaign
Here we go:
1. Watch this generic brand video (and laugh at yourself)
"This is a Generic Brand Video" by Dissolve reminds us how ridiculous we can be in branding. Watch it, read the bland book, and have a laugh. Thanks Meg Murphy for the share!
2. Order this book - it may save your life
I edited a new book from consultant, author, and speaker, Carlos Hidalgo. The UnAmerican Dream examines the price we pay for hustle culture, success-at-all-cost entrepreneurship, and is available now for a reduced price until June 24. It's raw, honest, and comes at a critical time in our business culture.
The core message: Find professional success on your terms, before it's too late.
3. Register for this event if you're in Boston this Friday
Delighted to find out that I'm speaking this Friday at Google in Cambridge at the Boston Leadership Forum for Lesbians Who Tech + Allies. Request a ticket here, and join the after-party here.
4. Read up on 'surveillance capitalism' and neuroscience
The Hustle reveals the use of neuroscience by market research firms to "know consumers better than they know themselves." It claims Nielson has already signed up big clients like Time Warner and New Balance.
Combined with the rise of 'surveillance capitalism,' the piece rightly states:
To the big boys, your corner ice cream haunt is “what’s a podcast?” years old. Small companies barely have the means to keep the lights on, let alone afford to be cutting edge.
In other words, companies like Facebook already know everything about us, and this kind of tech only benefits corps of their stature.
If this wackadoo sci-fi method works, marketers would only be adding to the manipulative arsenals of data-rich companies.
Wackadoo? Maybe. Manipulative? Likely. Data-rich? Definitely.
5. Find out HOW to enable sales w/ content marketing
A great read from Hally Pinaud in Managing Editor, "Why Your Sales Team Is Your Most Important Content Marketing Channel."
Three tips:
Inbound has become saturated, we need to be more thoughtful
Your most important channel to activate is your sales team
Alignment requires enablement + understanding
The full article has four great ways to do it. Read on.
6. Explore the definition of "Meaningful Marketing"
In this new piece from Engagio's Jon Miller (disclosure: client) he explores what makes marketing meaningful. To him, marketing is meaningful in two dimensions - to the end customer, and to our organization.
7. Quote of the week: VW's new campaign
The quote of this week comes from one of my favorite newsletters, the Ad Contrarian, who writes about VW bringing up its 2015 global diesel emissions scandal in a new ad.
Is it a smart strategy to double-down on apologies? Bob Hoffman says, no. Actually, Bob Hoffman says:
"Sometimes the best idea is to just shut up about your disgraceful past and change the f*cking subject."
LOL
AdAge continues:
"... by mentioning the scandal now in a new ad, the brand risks reminding buyers about an issue that many probably had forgotten about. The ad also does not explicitly apologize for VW’s actions, which could risk angering some consumers."
Facepalm.
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Note: I'm writing a piece about marketing during pride month. Feel free to send any opinions or examples you love or hate, I'm all ears.
I hope you have an excellent Monday, thanks for reading, as always!
Best,
Katie
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Katie Martell
Website | LinkedIn | Twitter
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Event calendar:
San Diego, here we are, for ConquerLocal 2019!
Join us this Friday at Google in Cambridge for the Boston Leadership Forum with Lesbians Who Tech + Allies. Request a ticket here, and join the after-party here.
I'm talking truth, trust, and content at this year's Content Marketing World, September 3-6 in Cleveland, OH.
I'm back at INBOUND 2019 that same week in their new startup track - let's talk about the 7 deadly sins of startup marketing, and how to avoid them! My session is on Friday.
The MarketingProfs B2B Forum is October 16-18 just outside of Washington DC. We're so close to the center of American politics that I've decided to bring my take on rabble rousers, and what marketers can learn from history's best. Check out the great lineup here and save $100 with code B2BFriend19.
You can book me to speak, or emcee. Read what others have to say.