O P I N I O N
Make sure your marketing uses fresh ingredients, is thoughtfully assembled, and temptingly delivered. Fresh, handcrafted marketing
I remember the days of going out to dinner with my spouse, meeting colleagues for lunch, and grabbing a latte in a trendy café with a friend before the workday began. In pre-COVID days, my kitchen was suspiciously clean for days at a time. With two working adults and two active kids at home, who had time to cook?
Jane Lawler Smith
Contrast to now, and our hard-working kitchen. Without a doubt, like your favorite diner, we serve breakfast and lunch all day, every day. With luck, and a litany of precautions, we might opt for take- out for dinner every now and then. So it is no surprise services like HelloFresh and Blue Apron have taken off. These meal delivery services have one key thing in common – a promise to deliver delicious, easy to prepare ingredients for meal preparation, when and as often as you want them. The words surge and booming have been used to describe sales for both companies as many Americans exhausted their culinary repertoire right around April 2020.
After all, not everyone is a chef, but we pretty much all like to eat good food. So it follows that one of the keys to the successes of these brands is breaking down more complicated cooking tasks into bite-sized, easy to manage tasks, with clear directions that, when brought all together, deliver a culinary masterpiece. A similar recipe can be applied to marketing for AEC firms. ❚ ❚ Fresh ingredients. Whether you are preparing qualifications, a proposal, direct mail, or any other type of marketing connection, you need to make sure it is fresh. We are all fighting to keep our inboxes lean, to address and organize the content
See JANE LAWLER SMITH, page 12
THE ZWEIG LETTER FEBRUARY 1, 2021, ISSUE 1377
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