⚠️Economic Uncertainty =💸Marketing Opportunity (If You Do This) Jay’s SCOOP | Ep.322 - Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold

Episode Transcript
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(00:09):
Welcome to do this, not that,the podcast for marketers. You'll
walk away from each episodewith actionable tips you can test
immediately. You'll hear fromthe best minds in marketing who will
share tactics, quick wins, andpitfalls to avoid. Also dig into
life, pop culture, and thechaos that is our everyday. I'm Jay

(00:32):
Schwedelson. Let's do this,not that. We are back for do this,
not that podcast presented byMarigold. And today we're going to
be ripping through some veryspecific tactics that are working
literally right now as itrelates to the uncertainty in the

(00:57):
economy. I do not care aboutpolitics or any of that. And it doesn't
matter what any of us thinkabout tariffs or no tariffs or whatever.
There is no doubt, there is noquestion. And now there's data behind
it. And this is all new in thelast few weeks about how uncertain
consumers and businessdecision makers feel about the economy.

(01:21):
And now we are seeing veryspecific marketing tactics that if
you do, you are seeingseriously increased engagement. So
no longer right now. And it'sgoing to be this way for the next
few months for sure. Youcannot just do business as usual
in your marketing becausethings have shifted. Our mindset
has shifted. So first I wantto give you some of the stats that

(01:44):
have just come out about ourmindset shift. And then I have some
very specific marketingtactics, whether you're marketing
to business decision makers orconsumers that you really want to
think about doing that areworking really, really well. So first
off, there was some new datathat came out this week from Wunderkin
that I thought was superinteresting. They did a giant survey

(02:05):
and they asked people, arethey even aware of the tariffs and
the uncertainty in theeconomy? And over 91% said they were.
Well, that's good, because ifyou're not aware of it, I don't know
what planet you're living on.So, okay, that's obvious. Now. It
also found that only 6% ofpeople, business professionals or
consumers, say they aren'tconcerned about the uncertainty and

(02:29):
the tariffs. So now we knoweverybody's concerned about it and
that's what matters. It'sseeping into our minds. Now. Here's
some a few other wild statsbefore we get to the tactics. 46%
of business decision makersand consumers say they would remain
loyal during these uncertaintimes, but they are motivated by
the best pricing available.What does that actually mean? It

(02:50):
means that more than half ofconsumers, more than half of business
decision makers say they'renot going to remain loyal. That what
they are Looking for is notthe brand or the Martech platform
or the service they've beenusing forever. But more than half
of people out there sayingthey're motivated by the best price

(03:12):
that they can find. Price isnow outranking loyalty. That was
not the case a year ago. So weneed to adapt really quickly and
we need to communicate reallyeffectively and you can actually
outpace, you know, leaders inyour industry, people that you've
been trying to beat forever.You now, if you communicate properly,

(03:32):
you can win because loyalty iskind of out the window. All right,
so what are some of thetactics that we should be doing?
I'm going to tell you one thatyou're not going to do, but this
is the moment it shines andthat's pop ups. What? Why do we care
about pop ups in this moment?Because of this stat. 43% of business

(03:53):
decision makers and consumersright now in the last 30 days said
they are willing to opt intoemail or text communications in exchange
for better pricing. Why doesthat matter? You're saying just 43%
normally and this is reallyrelated to pop ups. Normally that
number is at 24%. It hasjumped to 43% of people are willing

(04:15):
to opt in. So why do pop upsmatter? Because when they go to your
site, your B2B site, yourbusiness site or your consumer site,
your direct to consumer site,and you have a pop up that jumps
up and says, hey, you want toget the special discount code, you
want to get that specialpricing, you want to get a discount
on that SaaS product. And youcan do this on your pricing page,
you don't need to do it on thehomepage if you don't want to. But

(04:38):
pop ups right now, if you arepromoting a pricing related discount
by giving the information,you're going to see a massive spike
of people actually fillingthat out. So I'm on the pop up train
right now. Specifically now,simple things in your email subject
lines. We saw data from thelast two weeks. These subject line

(04:58):
phrases at the start of yoursubject line are increasing email
open rates over 15%. And it'sall really about pricing and uncertainty.
So the phrases are things likethis, price transparency. This is
at the start of your subjectline, no surprises. So you put no
surprises colon then whatever.Budget protection, rate freeze, price

(05:20):
stability. Basically what'sgoing on here is if you're not including
the uncertainty as the leadvoice in your marketing, you're not
going to get, I don't want tosay the benefit, but you're not going
to get the benefit of theincreased engagement that's going
on. The other thing that we'reseeing that's new is in the call
to action buttons in ouremails and also on our social posts.

(05:45):
But in our email specificallycall the. These are the rectangular
buttons in the emails thatyou're sending out Call to action
buttons right now. This isdata from the last two weeks that
are of the tone of lock it in,okay, that CTA language, call to
action button language that'sabout locking it in. On the business
side, we're seeing increasedclick through rates by 15%. On the

(06:08):
consumer side, over 20% in thelast two weeks. Basically, people
are nervous. Consumers arenervous that prices are going up.
Business decision makers arenervous that prices are going to
go up. So when you have callto actions and literally the words
you want to put on your callto action button, you don't want
to write boring, stupid thingsthat say like learn more or start
now. No, what you want to besaying now is lock in your Q2 rate,

(06:33):
secure this pricing before youknow, May 15th. You write that entire
thing on the call to Actionbecause you want to get into the
mindset of what people arenervous about. The other things that
are working really, really,really well right now are polls about
uncertainty. Doing polls onInstagram, doing polls on LinkedIn
from your company pages, fromyour brand account, from whatever.

(06:56):
Polls about uncertainty areseeing a 200% higher engagement rate
right now in social media inthe last 30 days than standard polls.
So you could do a poll likethis about, you know, budget behavior,
right? You could do a poll,for example, that says is your team
spending more or less or thesame this quarter? Or what's the
first thing you'd cut ifbudgets shrink? And then you have

(07:17):
options. If you do polls aboutuncertainty, you're seeing massive
engagement. When they doengage, you could then reach out
to them saying, hey, by theway, I know you're concerned about
this. We have an offer thatdoes blah, blah, blah, and then the
last one, and then I want togive you some examples of actual
real campaigns that companiesare doing is creating a financial
FAQ that you can have yoursales team send out your BDR send

(07:38):
out, right? You could have afinancial faq, one page PDF, you
know, how to justify softwarespend to finance so they have that
and they can send that out topeople or five things procurement
will ask you and how toanswer. You want to arm your salespeople
with the stuff that they needto close the deals. And I'm not making
this up. This is out thereright now. Let me give you examples

(08:01):
of real campaigns from majorbrands that have been going on in
the last two weeks. The thatare doing this exact thing. Nestle,
okay? Nestle rolled out amassive campaign all over social,
all over everywhere calledStock up and Save. Okay. In their
emails and it's all abouttheir potential price increases.

(08:21):
Stock up and Save. Nike onTikTok, on all of our social, on
their website. They rolled outa campaign shop. Now before prices
rise, they're hitting it head,head on. These are the biggest brands
on the planet. How aboutCaterpillar, their campaign that
they just rolled out?Literally just rolled out, Building
through uncertainty. Andthey're promoting this on LinkedIn,

(08:43):
in their newsletters, inwebinars, okay? It's all about them
making sure that you are readyfor the uncertainty. How about JB
Hunt, the big logisticscompany? They just rolled out their
campaign tariff. Smartlogistics solutions. This is not
just random stuff going on.They know that if they talk about

(09:03):
it, they're going to get moremarket share right now. So uncertainty
is here. It's going to be herefor a while and we need to factor
it into what we were doing,whether you're marketing to consumers,
business decision makers,whatever it is. All right, let's
get into since you didn't ask,for those of you who never listen
to this podcast, we make ahard turn here and we talk about

(09:23):
nonsense at the end of thispodcast. So I have another episode
I do during the week calledAsk us Anything and we get into all
these questions. And so myteam said so today when you record
on your since you didn't ask,we have a boatload of these dating
advice questions that we'vegotten submitted. People send in

(09:44):
dating advice questions. Theywant my opinion, which is ridiculous
because I know nothing aboutdating. I've been married for a zillion
years and I'm clueless tobegin with. But we get so many of
them in. So I got a rounduphere of questions that we've gotten
in and I'm going to give yourapid fire answers to dating advice
questions that were submittedby all of you and I appreciate you
submitting them. Okay, so herewe go. Dating advice roundup. J.

(10:09):
And by the way, I don't knowwhat I'm talking about. Do the opposite,
whatever I say, because I'mclueless. Okay? J, first question.
Is it bad to double text ifyou are genuinely interested? You
know, I'm the worst person togive advice on this because I have
teenage kids, 17, 18, andthey'll tell me about, like, what's
going on with their sociallife, whatever. And they're like,

(10:31):
oh, I snapped the person. Theydidn't open it or something, or they
didn't write back andwhatever. I go, well, why don't you
send another whatever? Andthey're like, are you. What's wrong
with you? You can't do that.If you send another whatever, then
you are an absolute clown.Loser, nerd. Nobody would do that.
So if I didn't have thatinformation for my teenage kids,
I would be like, who cares?Double text, triple text, quadruple

(10:54):
text. What are we doing? Findout what's going on. I couldn't handle
it. Ridiculous. So thatdefinitely double text. All right,
Jay, is it rude to ask whatsomeone's actual height is before
the first date? Yeah, I thinkthat's rude. I think that's actually
rude, right? I mean, are wereally that shallow? If you go out

(11:16):
and you're taller, let's sayyou're a woman and you're taller
than the dude, but the dude'sawesome and great. Dude, you're going
to bail. Well, guess what? Ifyou're going to bail, that guy's
lucky because you're a loser.All right? So, yeah, I think it's
super rude to ask theirheight. All right? I don't know.
That's my opinion. Next one,J. His ex is his roommate. Is that

(11:39):
really bad? Yeah, I thinkthat's really bad. I think that's
really bad. First of all,every time you go over there, you're
hanging out with his exgirlfriend. What is that like? What
is like. What actually isthat? Hi. Let's watch a movie and
order pizza. Oh, you want tojoin us? That's not awkward. And

(11:59):
also, like, I don't know.You're going to. He's going to come
home from a date with you andtalk to his ex about you. I don't
care if they say they're justfriends. I don't believe it. That's.
That's just a problem waitingto happen. So, yeah, that ain't good
at all. All right, last one,J. Is situationship just a trendy

(12:20):
way of saying this guy iswasting my time? I actually have
no idea what that means. Irecently became aware of, like, the
difference betweensituationship and dating and talking.
This is ridiculous. What'sgoing on? I mean, it's just straight
up ridiculous. What has. Ithink the biggest change in terms

(12:43):
of dating from now, from whenI was younger, in my opinion, is,
like, the length of time thatyou are in, like, this situationship
mode, and then you becomeboyfriend, girlfriend. It seems like
there's a much longer gap. Itused to be like, oh, I like you,
you like me. We went out onthree dates. You're my boyfriend,
you're my girlfriend,whatever. Now it seems like you float
in this situationship thingfor like, months or some garbage.

(13:06):
Then you have to go officialon social media, whatever the hell
that means. And then youdeclare, okay, we're together. Like,
what? There's like seven moresteps. I don't get it. I don't know
anything. I don't know whatI'm talking about ever, about anything.
Anyway, who cares? What am Italking about right now? I don't
know. I appreciate you beinghere. I appreciate you listening
to this. If you leave it areview, then we'll be in a situationship,

(13:29):
which would be really cool.I'd be really happy about that. I
think. I don't know. Whoknows? All right, later. You did
it. You made it to the end.Nice. But the party's not over. Subscribe
to make sure you get thelatest episode each week for more
actionable tips and a littlechaos from today's top marketer.
And hook us up with a fivestar review if this wasn't the worst

(13:52):
podcast of all time. Lastly,if you want access to the best virtual
marketing events that are also100% free, visit guruevents.com so
you can hear from the world'stop marketers like Daymond John,
Martha Stewart, and me. Guruevents.com check it out.

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⚠️Economic Uncertainty =💸Marketing Opportunity (If You Do This) Jay’s SCOOP | Ep.322

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}⚠️Economic Uncertainty =💸Marketing Opportunity (If You Do This) Jay’s SCOOP | Ep.322