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COVID-19 marketing lesson #732: if you're not practicing outside-in marketing now, it's time to harness the concept.

You probably have a marketing calendar, whether it's in your marketing plan or scribbles in a notebook. This type of planning allows you to put together strong messaging and integrated efforts that drive towards your goals and objectives. During the planning phase, you also probably consult data and trends to inform your marketing decisions; it's part of the 21st-century marketer's DNA. But, the new COVID-19 marketing landscape begs for us to go beyond that.

In these sensitive times, when we are going from needing our physical needs to be met (toilet paper) to finding belonging (closeness while physically distancing) on a daily basis, marketing should focus on speaking to your audience's needs rather than broadcasting. That, my friends, it's outside-in marketing: listening to your stakeholders and understanding what messaging/creative resonates with them. 

It's time to get back to basics and rethink your marketing plans/campaigns from a different point of view—maybe in a comfortable chair, coffee in hand, watching the May flowers bloom!

Here are five tools that will come in handy while working on marketing strategy:

  • A partner or team that supports a collaborative approach. Check out these 20 "remote" brainstorming exercises.
  • Helpful marketing insights from Google: e-news and trends.
  • You know I love a good Facebook group, and this one delivers with honest Q&A.
  • Sometimes it helps to physically see what your competitors are doing. MOAT is one of my favorite resources.
  • ALWAYS a good notebook to store your thoughts. I own this one. (Customized, of course.)
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This was an original article and a quick read. The concept of "revenge attending" can easily be applied to your industry/service/mission and lead to some excellent marketing forethought. Once we're over the COVID curve, we will definitely need rejuvenation and probably dive deep into some indulgences. How can you be in the right place at the right time?
I presented "Marketing Planning: Strategic starters + 20 tactical ideas" on April 29th through ASAE's virtual marketing conference with a colleague. Over 700 people attended our session LIVE. (I'm still in joyful shock). The first half was walking the audience through the pieces of a marketing plan. I'm working on turning that "outline" into a marketing plan workbook. Sign up to be one of the first people to get a copy HERE.
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