Our 2020 Version of “We’ve Moved”
Remember back in the day we used to send out cards that said, “We’ve moved?” This is our 2020 version of that.
Relocating to a new locale certainly shakes things up. During the heavy-duty quarantine, it became evident that life will never be quite the same. This cultural shift affects us all one way or another. Many of our clients are in the timeshare and hospitality segment. People aren’t traveling with much gusto—if they are traveling at all. Marketing budgets have been repurposed to address the aftereffects of the pandemic health crises. Focus has altered, and in many cases, budgets have been reallocated with a primary concern dedicated to the health and safety of members, staff, and guests.
This makes sense to me. As we evolve, our needs will morph. GBG prides itself on flexibility. Now is the opportunity to “put our money where our mouth is”.
Like many other small businesses, we pivoted. Moving our home-based office from the ideal weather in San Diego to the blistering hot desert turned out to be an easy decision. You may wonder why. (And when it is 120o F outside, believe me, so do I.)
After more than nearly four decades in San Diego County, the decision to move away was based on various factors. Not the least of which was to mix it up a bit. After a comfortable routine sets in, fresh ideas are not as spontaneous. It may seem drastic, but change is good, and it stimulates creativity.
We are beginning to talk with prospective clients outside of GBG’s traditional concentration. The possibilities are boundless. Our strategy is grounded in matching clients with the best communication vehicle for their product and service. This is why we have consumer facing clients whose marcomm plans weigh heavily on social media; B2B clients who incorporate LinkedIn with other communication tools to establish their authority in the marketplace; and still others who have a much stronger need for direct marketing to drive clients to a website or purchase a product or service. We serve all these scenarios with agility.
With the importance placed on digital marketing these days it’s imperative for communicators to educate themselves on how to leverage these tools in the overall marcomm strategy. I used part of my “lockdown” to take a Digital Marketing class with the BizHack Academy. It was invaluable. With the variety of specialties within marcomm/PR/marketing/advertising, we are finding businesses are looking for a good quarterback. That’s what we do best. Build a marcomm strategy and implement it.
To those in my network that celebrate the Jewish High Holy Days, L’Shanah Tovah. It’s a new year and our new adventure is filled with great hope. Hope the coming months are bright for you too!