JPTearsheet, March, 2021 Vol. XIII No. 3
"Value doesn't require money, just intent and effort.”
― Alan Weiss
Where to Spend Your Marketing Budget in 2021
TIn terms of marketing, the year 2021 is a brave new world. With new forms of technology emerging on a regular basis, this is not news. What’s new in 2021 – which is a carry over from 2020 – is the Covid factor.

How should one invest one’s marketing dollar in this brave new world? That’s not really new either is it? Department store magnate and pioneer John Wanamaker (who died in 1922) is credited as saying, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” 

Nearly a century after Wanamaker’s death, many companies are still struggling with that basic question.

Over the last hundred years, companies have been moving (sometimes slowly, sometimes a lot more quickly) away from activities that require the company to interact directly with their customers in favor of technologies where the customer interacts directly with their desired products with no human intervention.

Amazon may be the biggest example. If you regularly buy things from (or through) Amazon, ask yourself about when was the last time you had direct contact with someone from Amazon. If you’re lucky, you might cross paths with the Amazon Prime driver when your package is delivered. Aside from that, lots of luck.

Whenever possible, companies replace people with machines. Let’s face it. They’re cheaper. When trying to find any kind of help, how often do you run into a chat room with a “virtual assistant” (“I can understand complete sentences.”) who will attempt to solve your problem?

Unfortunately this seems to be a common thread in the world of 21st Century customer service. You can sum it up this way: customer service – when it’s convenient for us (i.e. the company.) Otherwise, you’re on your own.

All of which gives the company the ultimate out: when their brand of customer service doesn’t work, doesn’t deliver, or doesn’t serve – Blame the Technology. There was a time when that kind of responsibility was known as passing the buck.

So how does this answer the basic question of where to spend my marketing dollar? The answer lies in anywhere where you’re willing to back it up with people who are dedicated to making things right for the customer – regardless of B2B or B2C, regardless of the technology, or anything else.
A record unmatched. The Guiness world record for the best selling copyrighted book of all time (note: the Bible is not copyrighted) is held by… the Guiness Book of World Records.  
— QI

No upper crust. All of Canada’s provincial legislatures are unicameral. The last upper house of a provincial legislature was abolished in Quebec in 1968.
— Wikipedia

TV or not TV. Subscribers to cable TV peaked in 2000 at 68 million and has steadily declined since.
— youtube.com

Tastes like… An Israeli company has unveiled a rib eye steak completely created on a 3D printer – dubbed “the world's first slaughter-free ribeye steak.”
Fox News

Hey, four eyes. A new study from India shows that people who wear glasses are up to three times less likely to contract the Covid virus.
— The Week

Breakfast of Champions? Customs agents in Cincinnati seized 44 pounds of corn flakes covered in cocaine instead of sugar.
— CNN

Price chopped. The Fall River, Massachusetts house where accused axe murdered Lizzie Borden supposedly chopped up her father and stepmother is for sale – only $2 million.
— livescience.com

Is there a newsletter
in your future?
If you think a newsletter should be in your future, The JPT Group can help. Download our free digital booklet – Getting Started with Your Newsletter – from the JPT Group website to get some basic questions answered as well as a little inspiration to nudge you forward. Be sure to check out “Something Special” at the end.
MONTH OF MARCH
Quote of the Month:
You will never understand bureaucracies until you understand that, for bureaucrats, procedure is everything and outcomes are nothing.
— Thomas Sowell

Month of the Month:
Forget all that about the Ides of March. The really important things to know about this month are that it’s International Ideas Month and National Noodle Month.
Just as important, today is National Napping Day.

Question of the Month:

At 153 weeks, what album was listed longest on Billboard’s Top Ten Charts?

The best hint that we can give for this month’s answer is that this artist – a big man in his own right – was not primarily known for his musical achievements.
Hot Dog!
In the world of probability theory, in 1923, American mathematician Norbert Wiener developed the first major extension of integration theory beyond a finite-dimensional setting. Huh? Whatever that means is irrelevant. What’s really important is that today it’s known as: the Wiener measure. 

For those of you who might be interested in measuring your wieners.

“Comparison is the thief of joy.”
— Theodore Roosevelt

Hard Hitting Lessons
A gridiron MBA? OK, maybe that’s not possible, but see how much you can learn about business from football in my book, Hard Hitting Lessons. The subtitle says it all, “Some not-so-obvious business lessons learned from playing football.”

Most people associate football with learning things like hard work, discipline, teamwork, etc. That’s all very true. But what can you learn about business from football? According to Hard Hitting Lessons, a lot. This book will explain it all – from human resources to strategic planning and more. Yes, there’s a lot to be learned from playing football about business – and even about life itself. 

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