September 7, 2022 0 Comments

The Marketing Roadmap: Preparing Your Brand for Growth in an Unpredictable Market

Episode 12

This week, April and Hamish discuss long-term marketing strategies, from crisis preparedness to business-building goals. They’re sharing advice for brands to avoid a Shein-style public reckoning by developing preemptive crisis preparedness plans. They also discuss how the impending economic downturn can be an opportunity for brands to reevaluate marketing tactics. Our hosts also cover tips on what to do when your client has no internal marketing plan in place and share the basics of building an executive thought leadership profile. Today’s Campaign Analysis segment features Birkenstocks “Ugly for a Reason” campaign.

COMMUNICATIONS BUZZWORDS:

Hamish: convivial (adj.)

April: draconian (adj.)

NEWS:

Shein: https://www.wsj.com/articles/shein-haul-backlash-11656504321

Economic Downturn: https://www.adweek.com/brand-marketing/pause-your-brand-for-an-economic-downturn

MARKETING CONUNDRUM: 

What to do when your client has no internal marketing plan or roadmap.

CAMPAIGN ESSENTIALS:

Top 3 basics of building an executive thought leadership profile.

CAMPAIGN ANALYSIS:

Birkenstock: https://www.prnewswire.com/news-releases/ugly-for-a-reason-birkenstock-launches-its-first-global-paid-content-campaign-on-nytimescom-301579539.html?utm_source=daily-carnage&utm_medium=email#:~:text=LINZ%20AM%20RHEIN%2C%20Germany%20and,around%20the%20world%20on%20the

LOST IN TRANSLATION

Ways to Die

https://www.youtube.com/watch?v=IJNR2EpS0jw

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Sound effects obtained from https://www.zapsplat.com.

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OUR CO-HOSTS

April White

Hamish Anderson

Trust Relations: The Podcast with April and Hamish

Welcome to Trust Relations: The Podcast! April White is the founder of Trust Relations PR agency, and Hamish Anderson is our resident marketing expert. Together, they’re the dynamic duo with all the right skills to take on the biggest topics in news, media and integrated marketing. Join us every two weeks, as we help you learn from the marketing mistakes that make headlines — or sink brands.