Pausing Marketing

March 20, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

If there was one thing I learned to do as a marketer this week, it was this:

Shut up.

On Sunday night as things went from bad to worse, I texted my team and had them pause everything. No social, no email, no blog post would go live unless we had thoughtfully decided it was the right thing to say and the right time to say it.

As we thought through things, none of the normal stuff made the cut. Instead, the message was:

  • “What can we do to help?”
  • “How are you doing?”
  • “We’re hopeful this can do some good.”
  • “We’re all in this together.”

Our products have a few features that turned out to be golden when you’re dealing with this sort of situation.

Did I miss the opportunity to plug them? Yes.

Do I regret it? No.

Everyone will have to start selling again soon – our jobs will depend on it – but this week wasn’t the right time. Next week may not be either. But I feel that now is the time to err on the side of caution. To err on the side of compassion. To err on the side of being a human instead of a marketer.

More updates from my day job journal:
Complexity vs Disorganization
May 29, 2020
Fewer Things: Part II
May 24, 2020
Foot on the Gas
May 15, 2020
Smart, Simple Retargeting
May 8, 2020
Go Bigger
May 1, 2020
Zizzer-Zoof Seeds
April 24, 2020
A Simple Goal
April 17, 2020
Coming Together (Again)
April 11, 2020
Goggles for Docs
April 3, 2020
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
Validation
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
Priorities
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.

       

By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.