In my last post, I recommended that strategy teams spend 10% of their time–uncompensated by the client–looking for challenges that most marketers don’t even know exist. I call this concept “zombie time” as a nod to the book and movie “World War Z,” in which we learn that Israel anticipated the zombie apocalypse because they routinely assigned intelligence analysts to imagine the unimaginable.
Here’s an eye-popping stat: since 2011, Google searches including the phrase “near me” have increased 34 times. Not 34 percent, but 34 times. I read this figure as a nail in the coffin of distinct and discrete mobile and local strategies. Put another way, your brand has a mobile and a local strategy whether you’ve planned it or not. Brands need to prepare for the inevitable “gotta have it now” factor across channels.
Some other tasty stats from the article:
50% of people who conduct a local search on their phone visit a store that day
Roughly a third of those searchers buy that day as well
About half of people searching for a restaurant do so within 30 minutes of going out
Searches differ by day and time of day as well:
I wonder, do people search for liquor stores before or after hotels on a Saturday night?
When we set out to solve marketing problems, we often try modeling, as in “how would another brand solve the problem?” More often than not, I think we use sexy brands–Apple, Nike, Starbucks and so forth–because they usually get their marketing right.
However, I suggest that you stop thinking about what’s sexy. After all, most marketers don’t have the resources of these brands nor can they always take the big risks that those brands have taken.
So, instead of sex, try toilets.
As in, ask yourself, “what would we do if we were trying to sell toilets instead of our brand/product?” Turning your strategy exercise into an exercise of selling toilets has three key advantages: