Burgers, beer, and vaccinations: the time is ripe for marketers to get bold
Adrenalin Marketing Solutions partner Paul Rogers wants to see more from brands in a time when the playbook can, and has, gone out the window.
Marketing budgets have been shrinking since long before the pandemic, but the advent of COVID-19 has only resulted in even greater penny-pinching. Companies are operating with significantly reduced marketing budgets, often with reduced staffing levels on reduced hours.
At the same time, inefficiencies in the sales and marketing process have resulted in far too much box-ticking, leaving bold, brave ideas on the cutting room floor. We are left with reactive change and campaigns that just add to the noise. One look at the plethora of identical marketing reactions to the pandemic will show you exactly what I’m talking about.
Over time, marketers have become increasingly risk-averse at the expense of proactive innovation. Instead of great ideas with huge impacts, marketers would rather rely on the easy option: namely, spray and pray digital ads and saccharine ‘we’re here for you’ messaging.
