If somebody tells you "everything" will change this year... they're probably wrong.Wait... they're most certainly wrongLinksForbes 2018 Marketing Predictions https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91Research on generational groups from BBH Labshttps://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-mythGen X has way more money than Z https://www.ncr.com/blogs/generational-marketing-to-four-consumer-generationsNBCNews prediction for 2018https://www.forbes.com/sites/kimberlywhitler/2017/11/01/2018-marketing-predictions-from-the-c-suite/?sh=493cd46f4c91Smart Speakers aren't making moneyhttps://www.popsci.com/technology/amazon-alexa-lose-money/US Census data on retail purchases:https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf

A list of facts about your business is a dull documentaryLearn why fables are your secret weaponReferenced in this podcast, Jonathon Gotchall's article:https://www.fastcompany.com/1680581/why-storytelling-is-the-ultimate-weapon

Most people don't need what you are selling right now. So, why are you ignoring them?LinkedIn research can be found here: https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow

Resources from this episode:Read Prof. Koenigsberg's article at HBR: https://hbr.org/2022/01/3-strategic-o...Meet Jamie Adamchuck from UE Coaching: https://uecoaching.com/And frankly, they don't build 'em any better than Steve Rae: https://wizardofads.org/partner/steve...SHOW LESS

...it's the thing IN the thing that makes it work.The media does not make the message work. The message makes the media work.

Research from Les Binet and Peter Field:https://ipa.co.uk/knowledge/ipa-blog/the-greatest-hits-of-binet-field/Their book, The Long and the Short of it:https://ipa.co.uk/knowledge/publications-reports/the-long-and-the-short-of-it-balancing-short-and-long-term-marketing-strategies/Mark Ritson article on price promotions:https://www.marketingweek.com/ritson-era-price-promotions-over/

See the full article at:molsonpartners.com

tl/dl: Probably never

Strategy must come before tactics, but people rarely do that. Why is it such a controversial idea?

Generations, defined as like-minded groups that share a birth range, don't exist.This important information has been uncovered by research from BBH-Labs:https://www.bbh-labs.com/puncturing-the-paradox-group-cohesion-and-the-generational-mythIf you believe "Millennials" act as a predictable group with the same values and habits, you'll be surprised to learn your belief may be flawed.

You have numerous things you want people to "know" about your business. But what matters is what's remembered.

Andy Warhol predicted that everybody would have a "Marketing Funnel" one day.It's today.www.molsonpartners.colm

When "the best" isn't an option...that'll do will do

Columbia University says you know 600 people: https://www.nytimes.com/2013/02/19/science/the-average-american-knows-how-many-people.html#:~:text=The%20average%20American%20knows%20about%20600%20people....about 150 of them you'd call a casual acquaintance: https://www.newyorker.com/science/maria-konnikova/social-media-affect-math-dunbar-number-friendshipsThe definition of a "Representative Sample:" https://www.investopedia.com/terms/r/representative-sample.asp#:~:text=A%20representative%20sample%20is%20a,three%20males%20and%20three%20females.The average person watches 5 hours 21 minutes of video daily: https://www.thinkbox.tv/research/nickable-charts/ultimate-nickables/tv-advertisings-ultimate-nickable-charts/eMarketer says 41 minutes is spent watching YouTube: https://www.emarketer.com/content/us-youtube-advertising-2020Neilsen reports you watch 3 hours 27 minutes of live TV: https://abcnews.go.com/Lifestyle/wireStory/study-shows-explosive-growth-time-spent-streaming-tv-68940265And they say 69% of the population reads the newspaper: https://letter.ly/us-newspaper-circulation/You spend over an hour each day listening to the radio: https://www.statista.com/statistics/761889/daily-time-spent-radio/...including while you're listening to stuff online: https://www.edisonresearch.com/edison-researchs-top-ten-findings-from-2019-so-far/Personally, I find this interesting. But remember, I'm media agnostic: https://molsonpartners.com/media-agnosticism/

Here are some ways to have a really good sale - - - if you're into that kind of thingwww.molsonpartners.com

Are you using a charity to goose your sales? That's weird.www.molsonpartners.com

I haven't met you, but I already know you have an "awareness" problem.

If you focus, what will you sacrifice?https://molsonpartners.com/alsofocuson/

Maybe instead of starting your ad with the negative stuff a customer is experiencing...future-fy your ad. I'll show you how.

Links mentioned in this episode:See the full article here Visit "A Page That Doesn't Do Anything" on FacebookWall Street Journal article about P&G pressure for online advertising to be more transparent about visitors and bots.Think With Google PDF acknowledges 50% of ads are not seen. Forbes article on companies dropping digital and seeing no decrease in revenueWizard Of Ads site to search for a digital expert