Our marketing plan went up in flames
April 1, 2020
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IT'S NOT EASY TO CHOOSE THE COOKIE

May 20, 2020

Blame it on nostalgia, but we’ve got Disney’s Alice in Wonderland on the brain. With each passing week, companies are being presented with the same two choices Alice faced: cookie or potion. Grow or shrink.

You’d think the choice would be easy, but it’s not.

If you listen carefully, you can actually hear company execs taking pulls from the tiny bottle.

Of course, nobody is sitting in a zoom meeting right now suggesting their company give some market share to their competitors. At best, they’d get laughed out of the virtual room (vroom?) for such an idea.

But they do say it, just in more subtle ways. Listen for it. This is what sipping the potion sounds like.

“Cut the endemic spend.”

“Let’s pull $10,000 out of social.”

“Hold off on the brand campaign until fall.”

Meanwhile, in another vroom (just go with it, okay) there are leaders who are resisting the urge to drink the potion. They’re choosing to invest in their marketing and their product.

It's a tough choice because the cookie isn’t free. But studies have shown it works. Like this one: https://hbr.org/2010/03/roaring-out-of-recession

This choice won’t just help you survive, it’ll help you come out ahead.

So Alice, what’ll it be?