It's that time of year again. Black Friday. Cyber Monday. Early Black Friday. Extended Black Friday. Friends & Family. VIP Access. One Day Only. And my personal favorite: LAST CHANCE! Except, of course, there's usually another sale tomorrow. As marketers, we know exactly what's happening. We're creating urgency. Giving customers a reason to act now instead of later. And as consumers? We fall for it anyway. The pressure to sell. Here's the thing about retail marketing. You're not just competing with other retailers. You're competing with your own sales from last year. Last year's numbers become this year's benchmark. Had a fantastic November last year? Congratulations! Now go beat it. And if a big promotion helped deliver those numbers, there's a pretty good chance you'll be running another one this year. Maybe earlier. Maybe longer. Maybe with a better offer. Because there are sales goals to meet, inventory to move, margins to protect, ...
If you’ve worked in Marketing long enough, there’s a good chance you’ve been asked to rewrite a company mission statement. Maybe more than once. New leadership comes in. Priorities change. The company evolves. And suddenly we’re back in a conference room debating words like inspire, empower, innovate, community and purpose. Then Marketing does what Marketing does. We polish the language. We create the presentation. We update the website. We put the new values on the wall. And that work is important. A good mission can give people a shared sense of purpose. It can articulate what a company believes and where it wants to go. But here’s the marketing lesson: You can write the mission. You can’t write the culture. Culture is what happens after the mission statement goes up on the wall. It’s how people treat each other on a random Tuesday. Do people say good morning? Do they listen? Do they share credit? Can someone ask a question without feeling stupid? Can they make a mistake and own it...