One day three statisticians went hunting in Maine. Out overlooking an open meadow, they spotted a deer, and the first one took a careful shot but missed by a yard to the left. Miraculously the deer never moved, allowing the second to take his shot, this time missing by a yard to the right. The third took his turn to aim and – BINGO! “We got it!” exclaimed the third with high fives all around. The marketing planning process can seem precisely like this, and people remember the misses more than anything. Sales and customer growth forecasting is complicated under the best of circumstances, and when planning for 2021, we’re all in for some difficult challenges. One basic principle of forecasting is to plan for normalcy, but this year was anything but typical, and there is still a great deal of uncertainty ahead. Several years ago, when we had more human interaction with our peers, I remember my colleague Matt Morton referencing the planning process as being “a bit of alchemy,” which stuck with me. I thought that was a great way to put it. Naturally, we’ll have previous results from which to work, but the real skill involves the ability to make sound assumptions for planning purposes. Get more at: https://cohereone.com/planning-in-chaos/?utm_medium=email&_hsmi=99162426&_hsenc=p2ANqtz-8Fe-e-x7FfpLs6vHkNUBAT-Qiz-lHoetPkpZ3bUZ_E7KVhQoQauWC908pY6r9_kJQFD3RcOl6hkg75lneVJTRK4snWbCwo_yJaUHmecdx01klgoPY&utm_content=99162426&utm_source=hs_email
Join Us For An ANA Exclusive Webinar – Thursday, November 17, 2022 at 10:00am Central
Think data is only about numbers? Think again. Data insights have proven that making a true human connection based on emotions is far more effective than relying on data and logic alone. In fact, if you’re only relying on data to make marketing decisions, your brand is likely getting left behind.
Consumers say that 80% of the brands they buy from don’t matter to them. See how data and analytics is proving that a more HUMAN approach is far more effective.
Brands are based on relationships and relationships are based on feelings. But most brands focus only on a transactional relationship with their customers. They just sell them things. But nobody likes to be “sold to.” So, what’s the secret to brands who are loved? This session will pull back the curtain on some of today’s most beloved brands and explain how they’ve made a deep emotional connection with their audience.
Key takeaways from this session:
• Learn 7 tips for making your brand more human
• Learn the evolution of branding (and where your brand is on the scale)
• See examples of how data insights led to more informed emotional messaging